Competitive champions versus cooperative advocates: Understanding advocates for evaluation in non-profit organisations

Evaluation offers non-profit organisations an opportunity to improve their services, demonstrate achievements, and be accountable. The extant literature identifies individuals who can enhance the uptake of evaluation as evaluation champions. However, a paucity of detail is available regarding how to identify them and the support they require. This research investigated the characteristics and motivations of evaluation champions and examined how they promoted and embedded evaluation in an organisational system. Drawing upon the literature and social interdependence theory, the research took an interpretivist perspective to collaboratively generate knowledge about evaluation champions. Derived from the literature review, evaluators used descriptive criteria to nominate champions working in Australian human and social service non-profit organisations. The research involved interviewing 17 champions, four of whom also participated in organisational case studies. Analysis of the semi-structured interviews and case studies generated data about the activities, strategies, motivations, and attributes of individuals who championed and advocated for evaluation. This thesis argues that evaluation advocates is a preferable descriptor when attempting to embed evaluation by cultivating mutually beneficial interactions and cooperative working relationships. This research defines evaluation advocates as individuals who motivate others and provide energy, interest, and enthusiasm by connecting evaluation with colleagues’ personal aspirations and the organisational goals to make judgements about effectiveness. The original contribution to knowledge is the definition and a field guide for evaluation advocates to facilitate their identification, recruitment, support, and development. This research is also useful for understanding how to effectively structure cooperative teamwork to achieve common goals in increasingly competitive organisational environments.