ORGANIZATION
USAID
YEAR PUBLISHED
2008
DESCRIPTION
Social marketing organizations (SMOs) can conduct their own sustainability analysis using the Sustainability Continuum for Social Marketing. Because so many of the factors affecting sustainability are context-specific, sustainability assessments are more qualitative than quantitative. This tool facilitates the staff or stakeholders’ analysis of an SMO to measure where it fits within the sustainability continuum and to set goals for strengthening sustainability along the continuum’s dimensions. Any SMO can use the tool, regardless of where it currently fits within the continuum, and self-assessments can be conducted as often as needed. SMOs should conduct a self-assessment at least annually.
Each SMO should analyze the results of the self-assessment tool within the context of specific program goals. In general, however, the objective is to maximize the number of “Yes” answers for the “Yes/No” questions. For the open-ended questions, compare each answer with the indicators in the sustainability continuum to establish performance benchmarks.