Abdramane KONE Member since 16/10/2025

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  Beyond the final report: What does it take to communicate evaluation well?

  16 Oct 2025
  • 

    Mali

    Abdramane KONE

    Consultant évaluateur

    Cabinet Fété Impact Developmnt

    Posted on 29/10/2025

    A useful evaluation is not only measured by the quality of its final report, but by the extent to which its findings are understood, shared, and used.

    In the Sahelian context particularly in Mali where linguistic diversity and limited digital access complicate dissemination, communicating evaluation results becomes an act of collective learning and social accountability. My reflection here explores concrete, inclusive, and low-cost strategies to integrate communication throughout the entire evaluation cycle.

    1. Integrating Communication from the design stage

    When communication is planned from the outset, it strengthens participation and ownership. According to UNFPA (2022–2025), integrating a communication and knowledge management strategy into the evaluation plan significantly improves the dissemination and use of results. Similarly, BetterEvaluation (O’Neil, 2022) recommends involving stakeholders “before, during, and after” the evaluation, rather than communicating only at the end.

    In several of my missions in Mali and Niger, the appointment of community focal points (local enumerators and supervisors) during data collection helped maintain continuous dialogue between my evaluation team and local communities — a key factor in ownership and trust.

    2. Adapting formats and Channels to target audiences

    Effective evaluation communication must “speak the language of its audiences.” The National Academies of Sciences (2014) note that using diverse formats such as summaries, visuals, and videos enhances understanding and use.

    In the Sahelian context:

    • Community radio, discussion forums, and public gatherings reach non-literate populations;
    • Simplified infographics and two-page summaries suit decision-makers;
    • Audio and video capsules shared via WhatsApp are ideal for youth and field partners (as documented by USAID and CRS, 2020).

    Audio-visual tools thus become levers of inclusion, translating evaluation findings into accessible formats that transcend language barriers.

    3. Strengthening Local and Regional Collaboration

    Communication in evaluation is more effective when it builds on local actors: community radios, opinion leaders, local authorities, and grassroots NGOs. These partners understand the context, languages, and cultural codes. MEASURE Evaluation (2019) found that stakeholder involvement in dissemination enhances ownership and reduces the “knowledge–action gap.”

    African initiatives should promote this approach linking researchers, public institutions, and communities to foster the production and circulation of evaluative knowledge.

    In Mali, several of my peace and social cohesion evaluation missions used local radio for interactive broadcasts where results were publicly discussed, fostering collective learning.

    4. Measuring the effectiveness of communication

    To communicate also means to evaluate communication itself. The Government of Canada (2023) emphasizes that dissemination alone is not enough — one must know whether the messages were understood and used. Simple questions can guide this assessment:

    • Did the target audiences understand the key messages?
    • Did they take decisions or adapt practices as a result?
    • Are the findings still being referenced or used months later?

    Low-cost methods such as post-evaluation surveys, focus groups, or WhatsApp voice feedback can help assess communication outcomes.

    5. Doing more with less: Low-cost strategies

    Effective communication does not require high budgets. Several “low-cost, high-impact” approaches have proven successful:

    • Summary sheets on “Five key messages from the evaluation”;
    • Public presentations in municipalities or study regions;
    • 30-second WhatsApp or SMS voice messages;
    • Visual cards illustrating key findings, inspired by American Red Cross (2020) practices.

    Such simple tools improve understanding, overcome language barriers, and promote broader ownership.

    A key finding from UNEG (2021) shows that fewer than 40% of evaluation reports are actually used underscoring that communication is not optional but essential for real impact.

    Practical Recommendations

    • Include a “communication” budget line in all evaluation Terms of Reference;
    • Develop an integrated communication plan from the start;
    • Tailor formats and messages to each audience;
    • Partner with local actors and community media;
    • Measure the effects of communication on the use of results;
    • Share successful practices to strengthen sector-wide capacities.

    Conclusion and call for discussion

    In the Sahelian context, as in Mali, good communication extends the life of an evaluation. It transforms a technical exercise into a participatory process of social transformation and collective learning. The evaluator becomes a facilitator of meaning — and communication, a bridge between knowledge and action.

    What about you? How do your evaluation teams integrate communication from the design stage to strengthen learning and use of results?

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