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Ten ways to waste large amounts of public money on Social Change programmes (What Not To Do)
1. Ten ways to waste
large amounts of
public money
on
Social Change
programmes
Professor
Jeff French
2. 1 THE CORRECT MINDSET
Never worry about
actually making a
difference.
Your job is to give
an impression that
action is happening
and lots of it.
What Not To Do
3. 2 Aims and Objectives
Never set out clear
aims or measurable
objectives.
Keep aims and
objectives vague and
keep changing them.
What Not To Do
4. 3 TARGET AUDIANCE
Never listen to the target audience about needs, or what
they say may help them, unless they agree with your
diagnosis.
If you are forced to engage with the audience just
pretend to listen, empathise and then carry on regardless
with you plan.
What Not To Do
5. Remember that Segmentation
can be a helpful way to
develop projects that are so
diluted that they stand little
chance of success.
What Not To Do
6. 4 STAKEHOLDERS AND PARTNERS
• Avoid at all cost wasting time with people or
organisations who may have their own ideas about how
the problem could be solved.
• Identify the minimum number of people who must be
told about your intervention and provided them with
the least amount of information that you can get away
with.
What Not To Do
7. 5 RESEARCH
Don’t do it,
If you are forced to
make sure its carried out by
external researchers who
charge a lot.
What Not To Do
8. If research does not confirm what you want to
do bin it, hide or better still just keep
commissioning more until you get the answers
you like.
Never use other peoples research when you
can commission your own.
Never share your research with anyone
especially if they would find it helpful or would
save them money
What Not To Do
9. 6 PRETESTING AND PILOTS
This stage is best skipped as
findings may mean you have to
pretend to change what you want
to do.
What Not To Do
10. Remember if pilots don’t give you the
answers you want just ignore them
and carry on.
However pilots can be a good way of
staling action, getting rid of money
and putting off doing anything.
What Not To Do
11. 7 WORKING WITH SUPPLERS
Always give external contractors
very vague briefs, make them
guess what you want.
What Not To Do
12. Keep changing your mind about what
you want delivered and how it should
be evaluated.
Change suppliers often, you do not
want anyone developing more
understanding about the issue than
you do.
What Not To Do
13. 8 PROJECT MANAGMENT
• Make sure that you have
multiple teams and multiple
external agencies working
on the project, never let
them develop effective
dialogue with each other.
• Project planning must be
avoided, steer clear of
having a written plan for
anything as this can be used
against you. What Not To Do
14. Never ever let a professional
manager run a project .
The best people to put in charge are
subject experts who have never
managed anyone or anything.
What Not To Do
15. 9 USING THE MEDIA and SOCIAL MEDIA
• Buy lots of media and social media as
this is a great way to get rid of a lot of
money very quickly.
• It is also a great way to use up end of
year funds and protect your future
budget.
• Remember the key point of social
information programmes is to indicate
action it does not have to work.
What Not To Do
16. If you can also involve a celebrity
• Chose a celebrity that
you like regardless of
what the target
audience think about
them
• Get one who is more
interested in their own
fame than the project as
this can help deflect
attention when it all
starts to go wrong
What Not To Do
17. 10 Evaluation
1. Commission evaluation, but
make sure it is not directly
linked to the projects aims
and objectives
2. If evaluation results confirm
what you want to hear use
them , if they don't bury
them.
3. Never, ever conduct ROI of
VFM studies.
What Not To Do
18. Finally Remember
If you ever come up by
mistake with a social change
programme that works, is
loved by the target
audience and is great value
for money........
On no account let anyone
know about it. Reinvention
of the wheel is what makes
the world go round.
What Not To Do
19. However if you do want
effective efficient ethical
and community owned
programmes you could try:
SOCIAL MARKETING
What Not To Do