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Defining Program Outcomes
While program goals identify the long term impact desired
from a program, outcomes identify those benefits or changes
that affect the individuals or populations during or shortly
after participating in program activities. They are what is
different about what the participants know, think or can do,
how they behave, or what their condition is after the program.1
Just as the overall program has a goal, there needs to be
clearly stated objectives for each outcome we want to achieve.
Clearly defined outcome objectives are critical to program
evaluation because they identify the targets by which you
will measure your program's progress. A well-written and clearly
defined outcome objective should contain these elements:
Who
The target audience you intend to address with this
outcome.
What
The desired event or action that will take place. An
action statement.
How
The expected results this change will have. The criteria
by which the event will take place.
When
The timeframe in which you expect the change to take
place. |
Developing specific, measurable outcome objectives requires
time, systematic thinking and an understanding of the effects
the program activities are expected to have. Here are some
samples of outcome objectives:2
- By June 30, 2004, Walitka County will adopt a policy prohibiting
smoking within all county government-owned or leased buildings,
including the jail, and in any vehicle owned by the county.
- By June 25, 2006, at least 2 of the 3 American Indian
owned and operated casinos in the Tri-County region will
adopt and implement a secondhand smoke policy that, at a
minimum, provides for one-smoke free night per week.
- By July 1, 2004, adopt and implement a comprehensive policy
prohibiting smoking in all private and public enclosed workplaces,
including bars, in Urban City.
- By June 30, 2004, teachers’ perceptions that “most
or all” students comply with the tobacco free campus
policy at Country High School will increase from 12% to
35%.3
For more information about identifying and writing outcome
objectives, visit the resources listed under Measuring Outcomes
in the Valuable Resources
section.
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Tips
for stating program outcomes4
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Ensure
that outcome reflects achievement of a community
norm change that represents an intermediate-level
outcome such as adoption of a policy, reduced illegal
tobacco sales, compliance with a law, reduced tobacco
advertising, or establishment of smoke-free public
places. |
| • |
Stretch
yourself and set the outcome high enough so that
it reflects a meaningful public health gain. |
| • |
Avoid
stating outcomes that represent achievement by individuals
such increased awareness about the problem of illegal
tobacco sales or increased knowledge about the dangers
of secondhand smoke. |
| • |
Avoid
stating outcomes where the achievement is accomplishment
of an activity such as a training for teens, production
of a community cessation resource guide, or development
of a media campaign. |
| • |
Avoid
stating outcomes that reflect accomplishment of
long-term outcomes such as decreased tobacco prevalence
or consumption. |
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| Click on link below
to access the Outcome Objectives Worksheet
in Microsoft Word format. |
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1. Source: Outcome Measurement Resource Network.
(n.d.). Outcome measurement: What and why? Retrieved
November 15, 2003 from the United Way of America web site:
http://national.unitedway.org/outcomes/resources/What/intro.cfm
2. Source: Centers for Disease
Control and Prevention. (2001). Introduction to program
evaluation for comprehensive tobacco control programs.
Atlanta, GA: the Author.
3. Source: Tobacco Technical
Assistance Consortium. (n.d.). Communities of excellence
plus in tobacco control: Training and resource manual.
Atlanta, GA: the Author.
4. Source: Stanford Center for
Research in Disease Prevention. (1998). Tips for writing
outcome objectives. Sacramento, CA: California Department
of Health Services.
Click here.
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Program
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