How evaluation shapes future campaign decisions
Launch library · evergreen read
Evaluation carried out only at the very end of a campaign, mainly to produce a final report, misses much of its potential value, since the most useful insights often come from evaluating along the way, while there is still time to act meaningfully on them before it is too late.
Building evaluation into a campaign's ongoing rhythm, rather than treating it purely as a closing task, allows lessons learned partway through to actually inform decisions still ahead, rather than only informing whatever campaign happens to come along next, much later than would be useful, once the moment has already passed.
Campaigns that treat evaluation as an ongoing conversation, not a final verdict, tend to adapt more effectively, since they are continuously testing their own assumptions against what is actually happening rather than waiting until the very end to discover what did not work at all, by which point the moment for changing course has already passed.