“Measurement has played a key role in helping us to elevate communication and demonstrate results along the way.”

So says Natalia Vaccarezza, Monitoring and Evaluation Specialist, United Nations Children’s Fund (UNICEF), who outlines to the AMEC Virtual Global Summit on Measurement the ways in which UNICEF has aligned its communications and advocacy work to fit its mission and organisational goals.

It is hugely important that UNICEF achieves its five goals: that every child survives and thrives; that every child learns; that every child is protected from violence and exploitation; that every child lives in a safe and clean environment; and that every child has an equitable chance in life.

To support these goals, the organisation developed a new change strategy for 2021 to win support for the cause of children from decision makers and the wider public. This is the first time that the body’s strategic plan is so invested in communications and advocacy – now seen as essentials for the achievement of its programmatic goals.

Natalia explains how the organisation has built a global communication strategy to support its goals – one that inspires, motivates, and rallies communication teams around a shared vision of success and common KPIs. She then shares insights into how the body measures the results from integrated communication, advocacy, and fundraising initiatives.

 

Finally, Natalia reveals how UNICEF uses social listening and audience insights to develop more effective content and grow its supporter base.

 

Reflecting on what has worked well, Natalia is clear about the level of commitment that UNICEF has invested in the new strategy.

 

“The global strategy that has set the ambition and priorities to guide our work across 190 territories has been a monumental undertaking to have shared goals,” says Natalia. “But it has really been a great way to inspire and rally teams to have a shared vision.”

 

AMEC has a thriving Not For Profit Special Interest Group who hold regular knowledge share sessions, provide resources and case studies strictly for NFP’s and their communication challenges. AMEC provide a safe space for NFP’s to learn from each other, the team running the group are from The World Bank Group, OECD and NATO. We have over 25 global organisations in membership and welcome interest from new NFP’s in this discounted membership category, for more see here or to ask any questions e-mail us.