1. VALUE CHAIN MONITORING
AND EVALUATION GUIDE
MODUL
E1
M&E System Client
Mapping

2. GETTING
STARTED
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May 22, 2012

3. GETTING
STARTED
Internal Clients External Clients
Purposes Project management, decision Hold projects accountable for funds,
making and planning, integration with gauge return on investment,
other CARE interventions, partner determine the effectiveness of
engagement, impact group development programming, assess
participation, ensure accountability. achievement of development
objectives, decide whether or not to
initiate or scale a partnership with the
project.
Frequency Ongoing (Weekly, monthly, quarterly, Periodic (e.g., every 6-12 months)
etc)
Timeframe Short- and Medium-term Medium- and long-term
Type Quantitative, Qualitative Quantitative (primarily), Qualitative
Formality Formal (Standardized measurement) Formal (Standardized)
Informal (Non-standardized
measurement)
2 Accuracy Reasonable accuracy Precise accuracy
Flexibility
May 22, 2012 Highly flexible in methods applied Less flexible in methods applied
Attribution Expect information to establish Expect information to establish more

4. MATERIALS / INPUTS
RECOMMENDED
Flip chart paper
Large note cards
Markers
Tape or ‘sticky stuff’
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May 22, 2012

5. STEP-BY-STEP GUIDE
• IDENTIFY THE CLIENTS
1
• PRIORITIZE THE KEY CLIENTS
2
• UNDERSTAND THE KEY CLIENTS
AND MAP THEIR INFORMATION
3 NEEDS
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May 22, 2012

6. STEP-BY-STEP GUIDE:
STEP 1
Purpose
By identifying the clients we will know
who are affected by the project, who
have influence or power over it, and
who have an interest in its success.
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May 22, 2012

7. STEP-BY-STEP GUIDE:
STEP 1
IDENTIFY THE CLIENTS
Internal Clients External Clients
Project managers Donors
Project staff Value chain actors
Participants (Target groups, impact
Implementing partners
groups)
Local communities and community
Sub-grantees
leaders
Country office Business associations
Program managers Community-based organizations
CARE HQ Local and national government officials
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May 22, 2012

8. STEP-BY-STEP GUIDE:
STEP 1
COMPLETING STEP 1
• Engage the participants in a brainstorming exercise
to list as many potential clients as possible, both
internal and external.
• Add each client to an individual note card (preferably
a big one) and make a stack of them
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May 22, 2012

9. STEP-BY-STEP
GUIDE
• IDENTIFY THE CLIENTS
1
• PRIORITIZE THE KEY CLIENTS
2
• UNDERSTAND THE KEY CLIENTS
AND MAP THEIR INFORMATION
3 NEEDS
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May 22, 2012

10. STEP-BY-STEP GUIDE:
STEP 2
Purpose
•By categorizing clients on 2-by-2 matrix, we
will be able to prioritize them by influence and
relevance
•How do we measure influence?
•How do we measure relevance?
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May 22, 2012

11. STEP-BY-STEP GUIDE:
STEP 2
PRIORITIZE THE KEY CLIENTS
Assign influence and relevance to each client as
per the grid below:
High
KEEP SATISFIED MANAGE CLOSELY
Understand the key interests of These are the highest priority
these clients and ensure you keep clients of the M&E system. They
them informed of any significant are central to achieving your goals
changes (positive or negative) or and their information needs –
potential challenges on those including the channels through
issues. which the access information and
the formats it comes in – will serve
as the focus for the M&E design
Influenc process.
e
LIGHTLY MONITOR KEEP INFORMED
These clients are those that may These clients need to be kept
like to know about the project but adequately informed. They can
do not necessarily need to know often help inform tactics and often
about the project. Typically, your represent actors you are trying to
communications to other M&E influence (firms beyond your
clients can ensure you reach this partners, local government
Low audience without spending too agencies, etc.) to get them more
much time on it. engaged in the project.
10 Low Relevance High
May 22, 2012

12. STEP-BY-STEP GUIDE:
STEP 2
COMPLETING STEP 2
• Create 2-by-2 grid on the wall using masking
tape.
• Participants place the index cards with potential
clients on the grid base on the level of priority.
• Facilitate a discussion and remain open to
changes in client prioritization.
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May 22, 2012

13. STEP-BY-STEP
GUIDE
• IDENTIFY THE CLIENTS
1
• PRIORITIZE THE KEY CLIENTS
2
• UNDERSTAND THE KEY CLIENTS
AND MAP THEIR INFORMATION
3 NEEDS
12
May 22, 2012

14. STEP-BY-STEP GUIDE:
STEP 3
Purpose
After this step, we will know:
•More about clients’ specific information
needs and expectations.
•How best to engage the key clients and
communicate with them.
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May 22, 2012

15. STEP-BY-STEP GUIDE:
STEPCOMPLETING STEP 3
3
1. Divide key M&E clients (High/High) among small groups.
2. Each group answers the following questions about each key client:
Attribution
Purpose To what degree does the client expect or need the
Why does the data to be able to definitively attribute measured
client want results to project interventions? Do they need Accurac
information scientific accuracy or ‘plausible’ attribution? y What
about the degree of
project? accuracy
Timeframe Type
Is the client What types of does the
interested in short- information? client
term, medium-term, Qualitative? expect or
Frequency long-term? Quantitative? Both? need?
How
frequently
does the Flexibility Formality
client expect /
When considering How formal do the
need
information?
methods, how flexible will information and the
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the client be? information collection tools
May 22, 2012
need to be?

16. STEP-BY-STEP GUIDE:
STEP 3
COMPLETING STEP 3 (cont.)
3. Results are presented and agreement reached on each key
client’s information needs and expectations.
4. The blank table provided at the end of the guide is used to
capture the information.
5. A completed table from the ADAPT project in Zambia on the
next slide provides an example of this exercise.
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May 22, 2012

17. CASE EXAMPLE
Illustrative M&E Client Map from the CARE Zambia ADAPT
Criteria AGRA Donors Project Project Staff MACO Field Agro Dealers
Input Suppliers
Staff
Accountability Decision making on Planning Decision making Planning Improve business
Fundraising funds allocation Marketing Reporting Research Provide better
Decision making on Create interest & buy-in Product stocking & Feedback Extension service to farmers
Purpose
program scale up & other in future projects re-ordering services Enhanced network
investments Build confidence and Area to service & linkages
credibility
Semi-annual Periodic Irregular Ongoing Quarterly Ongoing
Frequency
Monthly updates
Medium-term Medium-term Short-term Short-term Short-term Short-term (info)
Timeframe
Long-term Long-term Medium-term Medium-term Long-term (vision)
Quantitative (data sheets) Quantitative (provide Quantitative Quantitative Quantitative Qualitative
Type Qualitative (human stories, proof, show results & Qualitative Qualitative
pictures) success)
Formal (semi-annual) Formal (proposals) Depends on use Formal Formal Informal
Informal (monthly) Informal (info sharing & Informal
Formality dialogue)
*Depends on
relationship with donor
Inflexible (semi-annual) Less flexible (baseline & More flexible Very flexible on More flexible Very flexible
Flexible (monthly) mandatory indicators) some
Flexibility
*Depends on project Less flexible on
stage others
High accuracy (semi- Reasonably accuracy Reasonable accuracy Depends on type Reasonable Reasonable
annual) (informal) of information accuracy accuracy
Higher accuracy
Accuracy
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May 22, 2012
*Unknown donor or
proposal
High attribution Preference for scientific Attribution not Attribution NA (report on Plausible attribution
accuracy but plausible important important but not outputs only)

18. COMMON
PITFALLS
Discuss what problems the following pitfalls may cause:
•Projects do not prioritize clients nor try to understand their unique
information needs.
•Projects fail to consider internal clients and their information needs
and how those needs differ with external clients’.
•Projects often develop M&E systems with a single client in mind—the
donor, so as to satisfy external accountability requirements.
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May 22, 2012

19. TEMPLATES AND SUPPORTING
MATERIALS
M&E Client Prioritization Matrix
High
KEEP SATISFIED MANAGE CLOSELY
.
Influenc
e LIGHTLY MONITOR KEEP INFORMED
Low
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Low Relevance High
May 22, 2012

20. TEMPLATES AND SUPPORTING
MATERIALS Information Needs Worksheet
Client
Criteria Client Client Client Client Client Client
Purpose
Frequency
Timeframe
Type
Formality
Flexibility
Accuracy
Attribution
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May 22, 2012

21. QUESTIONS
?
COMMENTS
?
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May 22, 2012

22. Want to Learn More?
Multiple ways to continue the discussion
and continue learning:
• Initiate a monthly session on the M&E guide and
case studies from across CARE. Contact
cpennotti@care.org
• Join the Market Engagement Community of
Practice on LinkedIn.
• Join a task force to review and refine the universal
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indicators. Contact nardi@careinternational.org
May 22, 2012