We are big fans of writing communications strategies using a Theory of Change model. It also works for marketing and fundraising strategies as well as whole organisational strategy development!

Theory of Change was first incubated in the international development world where charities to demonstrate clearly and tangibly how their programmes saved lives but these days are used by charities of all types and sizes. There are some great examples of organisations using it very effectively like this one from Young Citizens.

What is a Theory of Change?

A Theory of Change is essentially a diagram that sets out a logical relationship between the inputs (time, money and people available), activities, and impact. Impact is tracked through outputs (the things you can measure) and outcomes (the changes that result). It can also be known as a logic model.

Benefits 

For us, there are clear advantages to this approach. It is a great tool for checking whether there is a logical link between resources and impact. Many narrative strategies hide multiple ‘equally important’ outcomes and targets within one document. They do not give teams a clear steer on strategic priorities, nor their responsibilities for delivering those priorities.

To learn more about writing a communications strategy, with an example of a Theory of Change model comms strategy download the  Writing a Winning Communications Strategy our free Guide to Writing a Communications Strategy. It is the presentation our director has given at a few training days.

Poorly defined strategies are particularly difficult for communications teams. Communications is both a ‘catch all’ and a ‘difficult to measure’ function. So showing how planned activities should lead to changes in people’s attitudes and behaviours is critically important. There are many extremely busy communications teams who struggle to understand and describe the purpose of the communications they produce. Whereas a Theory of Change approach lines up communications activities with the intended changes in an easy-to-understand diagram.

We’d love to hear what you think of our guide and if you find it helpful.

You may also be interesting in reading our guide to evaluating communications strategies written using a Theory of Change – see Measuring the things that count