Jenks Brett, Vaughan Peter W, Butler Paul J
Rare, 1840 Wilson Boulevard, Suite 204, Arlington, VA 22201, USA.
Eval Program Plann. 2010 May;33(2):186-90. doi: 10.1016/j.evalprogplan.2009.07.010. Epub 2009 Aug 3.
Rare Pride is a social marketing program that stimulates human behavior change in order to promote biodiversity conservation in critically threatened regions in developing countries. A series of formal evaluation studies, networking strategies, and evaluative inquiries have driven a 20-year process of adaptive management that has resulted in extensive programmatic changes within Pride. This paper describes the types of evaluation that Rare used to drive adaptive management and the changes it caused in Pride's theory-of-change and programmatic structure. We argue that (a) qualitative data gathered from partners and staff through structured interviews is most effective at identifying problems with current programs and procedures, (b) networking with other organizations is the most effective strategy for learning of new management strategies, and (c) quantitative data gathered through surveys is effective at measuring program impact and quality. Adaptive management has allowed Rare to increase its Pride program from implementing about two campaigns per year in 2001 to more than 40 per year in 2009 while improving program quality and maintaining program impact.
“珍稀物种保护行动”是一项社会营销计划，旨在激发人类行为的改变，以促进发展中国家濒危地区的生物多样性保护。一系列正式的评估研究、网络策略和评估性调查推动了长达20年的适应性管理过程，这一过程导致了“珍稀物种保护行动”内部广泛的项目变革。本文描述了珍稀物种保护组织用于推动适应性管理的评估类型，以及它在“珍稀物种保护行动”的变革理论和项目结构中所引发的变化。我们认为：（a）通过结构化访谈从合作伙伴和工作人员那里收集的定性数据，在识别当前项目和程序的问题方面最为有效；（b）与其他组织建立网络联系是学习新管理策略的最有效策略；（c）通过调查收集的定量数据在衡量项目影响和质量方面很有效。适应性管理使珍稀物种保护组织能够将其“珍稀物种保护行动”项目从2001年每年实施约两项活动，增加到2009年每年40多项，同时提高了项目质量并保持了项目影响力。
