Making a “difference” with digital media? The evaluation perspectives, practices, and challenges of Chinese NGOs

Although a considerable body of research has examined the use of digital media communication by Chinese NGOs, no attention has been paid to whether and how NGOs in China evaluate the results of their efforts in digital communication. This study explores the perceptions and practices of individuals who work for NGOs in China with specific regard to the evaluation of their digital media tools. The study also considers the influence of government and both foreign and domestic donors on the digital media use and evaluation capacity of NGOs. The analysis of data collected through interviews with NGO staff in Shanghai and Beijing demonstrated that Chinese NGOs, although they rely on digital media to publicize events, broadcast accomplishments, and deliver services, are less expert in and ascribe relatively less value to the evaluation of their digital communication. The findings of the study suggest that the attention to and organizational capacity for evaluation are influenced by relationships with foreign donors. Based on these findings, it is recommended that Chinese NGOs develop the capacity to measure the offline consequences of their online activity if they are to continue to develop their organizations and demonstrate outcomes.