UNIT 2 MONITORING OF CSR

PROGRAMMES

Structure

2.1 Introduction
2.2 Monitoring
2.3 Scope of Monitoring in CSR
2.4 Concepts and Elements in Monitoring
2.4.1 Concepts in Monitoring
2.4.2 Elements in Monitoring

2.5 Types of Monitoring

2.6 Techniques of Monitoring
2.7 Monitoring Indicators
2.8 Let Us Sum Up
2.9 Bibliography and Selected Readings
2.10 Check Your Progress – Possible Answers

2.1 INTRODUCTION
Monitoring of CSR activities helps corporations in learning from past
experiences, improving delivery system of CSR activities they undertake,
systematic planning and optimizing resource allocation and measurement of
results as a part of accountability to the key stakeholders. However well a
CSR programme or project has been conceived and planned, if the
implementation is not proper, it will result in inefficient and wasteful loss of
resources. A number of CSR programmes and projects have been undertaken
in various sectors particularly in agriculture, rural development, health and
family welfare, education, women and child development, drinking water and
other related poverty alleviation programmes. Review of these projects
suggests that monitoring and appropriate mid course corrective measures are
central to achieving project goals. In the light of the above, Monitoring and
Evaluation (M&E) is increasingly recognized as an indispensable tool. There
is a wide felt need to improve the performance of CSR projects. M&E
provides a basis for accountability in the use of resources and is an integral
and important part of the CSR project cycle.

After studying this unit, you will be able to:

• Explain what, why, when and how of monitoring CSR programmes.
• Identify key elements in monitoring CSR programmes.
• Discuss various types of monitoring of CSR programmes.
2.2 MONITORING Monitoring of
CSR Programmes

The word "monitor" is derived from the Latin word meaning to ‘warn’.
Monitoring is a continuous / periodic review and surveillance by the CSR
department at every level of the implementation of an activity to ensure that
input deliveries, work schedules, targeted outputs and other required actions
are proceeding according to plan. Availability of a ‘plan’ is a pre-condition
for monitoring.

Another way of defining Monitoring is that it is a process of measuring,

recording, collecting, processing and communicating information to assist
project management decision-making. To be precise and brief, "monitoring
system is an information system for management decision making".

According to Shapiro “Monitoring is the collection and analysis of

information as a project progresses. It is aimed at improving the efficiency
and effectiveness of a project. It is based on targets set and activities planned
during the planning phases of work. It helps to keep the work on track and
can let management know when things are going wrong. If done properly, it
is an invaluable tool for good management and it provides a useful base for
evaluation.”

According to PSO “Monitoring is the systematic collection, analysis and use

of information from projects and programmes for the following basic
purposes:

• Learning from the experiences acquired

• Accounting internally and externally for the resources used and the
results obtained, and
• Taking decisions.

The CSR department requires following information to keep track of CSR

programme and to guide its course of action:

1. Diagnostic information (why a situation is as it is)

2. Implementation information (physical and financial or input information)
3. Utilization information
4. Impact information
5. Situation information, and
6. Information for review.

Top management receives information from the monitoring unit and from
other formal and informal sources. This influences programme
implementation, leads to better CSR programme planning, and ensures
sustainability of those programmes. Ultimately this leads to improving the
ability of CSR departments to make effective use of available human and
financial resources. 105
Management of
CSR Programmes
2.3 SCOPE OF MONITORING IN CSR
Monitoring is a CSR department function, which begins with the start of a
project and ends with the completion of the project, but it is a continuous
process during the implementation of project. The key requirement for
monitoring is an ‘ACTION PLAN’ without which monitoring is not possible.
The scope of monitoring is summarized in the Box 2.1.

Box 2.1: Scope of Monitoring

What? Check, review, overview, keep track, Progress in
observe, control, guide, correct, inspect, implementation of CSR
supervise, verify, feed-back, follow-up of core programme
the: activities with reference
to action plans.
Why? To ensure successful implementation of the Take appropriate
core activities by identifying shortfalls, corrective/ remedial
deviations, problems and the reasons. action to keep the
activities on track.
When? During the implementation of the activity From inception till
continuously/ periodically. completion
Who? By the CSR team at different levels Including beneficiaries
(participatory
monitoring)

Since monitoring is a management function, all CSR department key

functionaries involved in the activities will do the monitoring. When all
stakeholders of CSR, including beneficiaries are involved in monitoring, then
it paves way for participatory monitoring, which is desirable.

A CSR project's operation, performance, and impacts are the aspects of

concern in monitoring with a view to keep track on the technical and
economic 'efficiency' of the project. This is carried out in terms of:
• Whether the various tasks are carried out according to schedule;
• Whether project results are likely to lead to realization of project
objectives; and
• Whether project objectives / targets / execution needs adjustments.

During the process of monitoring and evaluation cycle, we identify the

shortfalls, deviations and problems and causes for the same so as take
appropriate remedial /corrective action (Fig. 2.1).

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 Monitoring of
CSR Programmes

Fig. 2.1 : Monitoring and Evaluation Cycle

(Source: Shapiro, J. Monitoring & Evaluation)

Till now you have read about the meaning and scope of monitoring, various
gamuts of monitoring and monitoring and evaluation cycle. Now answer the
questions in Check Your Progress-1.

Check Your Progress 1

Note : (a) Write your answer in about 50 words.

(b) Check your answer with possible answers given at the end of the
unit.
1. What do you mean by monitoring?
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2. What information is required by CSR department to keep track of CSR
programme.
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Management of
CSR Programmes
2.4 CONCEPTS AND ELEMENTS IN
MONITORING
2.4.1 Concepts in Monitoring
Four concepts are basic to monitoring and evaluation. They correspond,
respectively, to (Ruthenburg, 1985, p. 120):

a) Operational investment (Capability) (e.g., investment in CSR activity per

beneficiary family)
b) Operational efficiency (e.g., the number of visits, meetings,
demonstrations, and trials, per CSR worker)
c) Technical efficiency (e.g., the number of adopters, output, and value
added)
d) CSR induced changes (Impact) (e.g., production, productivity, income,
and income distribution)
In the above, the capability, effectiveness, and efficiency fall in the
monitoring domain. Impact falls in the evaluation domain (Casey and
Lury, 1982).
i) Capability is the command that CSR programme has over physical,
financial, and human resources, enabling it to serve its clients. It is
reflected by CSR outreach, intensity, technical competence, and physical
and financial resources. The CSR department’s performance depends
directly upon its capability.
ii) Effectiveness is the degree to which CSR goals are attained. CSR
activities have many goals such as:
• Social goals (e.g., welfare of beneficiaries)
• Economic goals (e.g., increased income)
• Operational goals (e.g., physical and financial targets)
Among them, operational goals are of special significance because their
attainment makes realization of other goals possible.
iii) Efficiency is usually measured by the rates at which beneficiary target
group adopt recommended developmental practices. Adoption rates of
varying degrees of complexity can be conceived.
iv) Impact can be measured by a simple indicator, like yield of a crop per
hectare, Infant Mortality Rate (IMR), Maternal Mortality Rate (MMR).
Such indicators provide ultimate tests for the success of any sectoral
CSR programmes like agriculture, helath and family welfare etc.

2.4.2 Elements in Monitoring

Let us now discuss in detail the various elements of monitoring. The purpose
108 of a programme is to convert a set of RESOURCES into desired RESULTS.
Resources are INPUTS and results are OUTPUTS and OUTCOMES (This Monitoring of
CSR Programmes
term is used here in a generic sense though it has more specific connotation
which will be discussed later). Inputs to outcomes happen in a sequence as
detailed below:

i) Input: Goods, funds, services, manpower, technology and other

resources invested in a CSR project with the expectation of OUTPUTS.
ii) Results: Certain things happen immediately, and certain things
ultimately, while certain things in between these two (intermediate).
According to this sequence, results can be grouped into three broad
categories, such as productivity, production and income.
iii) Output (Immediate results): Specific products or services, which a CSR
activity is expected to produce from its inputs in order to achieve the set
objectives (increased irrigation, health facility created etc).
iv) Effect: It is the outcome of the use of the project outputs above. The
realization of expected effects in a project will lead to desired impact –
Intermediate results. In the recent M&E literature effects, are described
as outcomes.
v) Impact: It is the outcome of project effects or ultimate results (broad
long term objectives – e.g. Standard of living and reducing poverty both
at individual and community level). Impact is described as the outcomes
for a community or region than on individuals. It may include direct and
indirect as well as primary, secondary and tertiary level (See the Box
2.2).

Box 2.2: An Example of Watershed Irrigation Project Monitoring

Let us assume a watershed irrigation dam has been built as part of CSR
activity and has become operational. A sequence of results flow are discussed
below.
Sequence of Results Parameter
Immediate Result(s) INPUT Watershed Irrigation Dam

OUTPUT i) Irrigated Area

ii) Change of crop pattern
iii) Use of Agri. Inputs (Seeds,
fertilizers, chemicals, labour etc.)
Intermediate EFFECT i) Productivity
Result(s) (Medium (Purpose/ ii) Production
Term) outcomes) iii) Income
Ultimate Result(s) IMPACT Overall Socio-Economic
(Long Term) (Goals) Development (Social indicators)

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Management of In any project, this sequence (input - output- effect (outcomes) - impact) is in
CSR Programmes
built, ensuring that these steps occur is a primary 'condition' for the success
of a CSR project. Again, all CSR projects are made on certain 'assumptions'
i.e. if we provide inputs, recipients will use them properly, and produce
necessary outputs so that the outputs will result in increased income and the
income will boost the standard of living of people. There are also other
factors like price fluctuation, changing political environment, etc., which are
described as 'risks' that will affect the project outcomes. It is, therefore,
necessary to evolve a mechanism in every CSR project that necessary
conditions prevail, assumptions come true and effects of risk are reduced by
providing cushions for the shock. Such a mechanism is called 'Monitoring'.

2.5 TYPES OF MONITORING

Monitoring can be divided into two types:

2.5.1 Beneficiary Contact Monitoring

It is the key to overall monitoring of CSR projects. Physical and financial
monitoring - the first main component of a management information system -
generally measures delivery of inputs and services. But CSR services are
being accepted and how they are being integrated into development of
stakeholders is also important.

Beneficiary contact monitoring is taken up:

• To maintain records for each activity and to analyse these periodically to

monitor the penetration of the services and the establishment of clientele.
• To establish a regular schedule of surveys to measure the progress of
activity and the responses of its beneficiaries. Formal sampling
techniques are to be used to get statistically significant data from these
surveys.
• To use informal interviews to record outstanding success stories or
problems.

2.5.2 Process Monitoring

As discussed earlier, project implementation begins with deployment of
inputs to realize some specific outputs. The conversion of inputs into outputs
will involve certain methods, activities and completion of certain events. This
happens in a sequence as shown in Box 2.3.

Box 2.3: Process Monitoring

Process: It is the way in which activities are conducted which are

continuous and cuts across programmes (e.g., Networking as a process is
relevant to other programmes like knowledge management, capacity
development, strengthening extension research, curricula reforms and policy
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 dialogue). Monitoring of
CSR Programmes
Milestones: These are a series of achievements that leads to a completion of
stage in an activity (an event).

Activities: These are what we do to deliver the output. Activities always

have a beginning and an end and are associated with a budget.

Output: This is what a project delivers before the close of the project.

Process monitoring is an approach that ensures that processes are steered to

achieve the desired results and that quality is maintained throughout. Process
monitoring would be useful and successful as long as there is a focus, not
only on the inputs and outputs, but the way in which the outputs are being
delivered, and quality indicators are devised and tracked.

Process monitoring is often confused with conventional progress monitoring.

Conventional progress monitoring focuses on physical, financial and logistic
aspects of projects, while process monitoring deals with critical processes,
which are directly related to the project's objectives (e.g., the progress
monitoring looks at the number of capacity building sessions held; while
process monitoring evaluates the quality of the sessions, level of
involvement of participants, nature of changes needed to further improve,
maximize impact and improve the likelihood of sustainable outcomes). An
ideal M&E system contains elements from both progress and process
monitoring.

2.6 TECHNIQUES OF MONITORING

Broadly, following techniques are used for the purpose of monitoring:

a. Regular Progress Reports: Progress reports should contain physical

and financial progress vis-à-vis targets, activities, etc. From the financial
and physical progress report, it is often possible to make a rapid
assessment of whether, and to what extent, the CSR activities have been
fulfilled within the allocated budget.
b. Monitoring Staff Performance (Review): Monitoring the CSR
department and project staff performance can ensure that individuals are
effectively employed to fulfill given tasks. Ideally, all staff should meet
regularly, to discuss their progress, and match this against targets and
objectives, and discuss problems and possible changes.
c. Tour Reports / Site Visits: Most useful information about qualitative
aspects of a CSR programme is obtained from the tour reports / site visits
submitted by field staff.
d. Participant Observation: The CSR department staff may observe the
implementation of programmes and activities to obtain sensitive and
first-hand insights. 111
Management of e. Feedback from Visitors: The staff ensures that all visitors to the CSR
CSR Programmes
sites and participants in its programmes provide a short feedback on their
impressions. (e.g., feedback on CSR activities / outputs / outcomes
which will help in further developing the CSR programmes).
f. Interviews: Stakeholders should be interviewed on their impressions on
CSR programmes and resultant changes.
g. Participatory Monitoring: In this, the stakeholders themselves are
made partners in monitoring CSR programmes. The CSR department
staff and stakeholders discuss and assess the performance together, in
order to understand how they have performed, what the problems are and
how to overcome.
h. Key Informants: In addition to regular stakeholders, CSR department
must try to interact with others who may be useful sources of
information (e.g. higher officials / policy makers in relevant department).
i. Complaints / Grievances Petitions: Complaints and grievances from
stakeholders throw some light on the actual performance. Every CSR
programme should make provisions for such source of information as
part of monitoring.

2.7 MONITORING INDICATORS

Monitoring involves collection of huge amount of data from the CSR
projects. All this information have to be analyzed, processed and presented to
the management in concise and precise form for decision making. Such a
condensed and single piece of information will be called as indicator.
Indicators are measures of change. They help us to substantiate the
achievements of CSR work through meaningful and trustworthy statements
about what has been done and the benefits of that. Such statements may vary
vastly from brief quantitative measures (even one number only e.g.
percentage) to elaborate verbal description (statement by beneficiaries).
Indicators are simplified approximation of achievements or phenomena that
are examined (Dale, 2004). Indicators help us to specifically measure the
intended levels of input use (quantity, quality and time), he resulting outputs,
effects and impacts with reference to planned activities and goals/ objectives.
Developing indicators is a necessary pre-condition for effective monitoring
of CSR projects.

The indicators that can be used in monitoring CSR programmes are

summarised in Box 2.4.

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 Box 2.4: Indicators in monitoring CSR programmes Monitoring of
CSR Programmes

Type of Description Indicators Example

Indicators
Quantitative Provide numeric information Number of Beneficiaries
Indicators about a change in a situation came out of poverty ( before
due to CSR programme. and after the programme)
Direct Provide information, which Income generated, crop
Indicators expressly relates to what is yield
being measured.
Indirect Essential information, chosen To measure the level of
Indicators from amongst many types of poverty in a community,
information to serve as instead of choosing direct
substitutes or proxy indicators for income,
indicators for answering indirect indicators for
questions or responding to poverty may be chosen, e.g.
statements that are difficult to persons are poor if they
measure. have to hire themselves out
as daily unskilled labour.
Process Information on various Processes involved in
Indicators processes involved in CSR planning, collaboration with
programme implementation partners, funding, and
organizing effective CSR
programmes.
Progress Seek to measure or monitor Percentage increase in
Indicators changes against stated targets activities in terms of
in CSR programmes. actions, interactions,
collaborations etc (e.g. The
number of trees planted,
percentage of water supply
connections given).
Qualitative Largely descriptive • How community needs
Indicators statements about processes are assessed?
and outcomes of CSR • Level of participation in
programmes. CSR programmes.
• How decisions are made?

In this section you have read about the concepts, elements and types of
monitoring. Now try and answer the questions in Check Your Progress 2.

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Management of Check Pour Progress 2
CSR Programmes
Note : (a) Write your answer in about 50 words.
(b) Check your answer with possible answers given at the end of the
unit.
1. What is the difference between effectiveness and efficiency of
monitoring?
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2. Name different techniques and types of monitoring.
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2.8 LET US SUM UP

Monitoring is an important aspect of project management system. It is a
continuous activity for the CSR department. This unit has dealt with in detail
why, what, when and who of monitoring and also various types of
monitoring. Further a detailed analysis of indicators of monitoring is
discussed.

2.9 BIBLIOGRAPHY AND SELECTED

READINGS
ADB (2002), Project Performance Management System Operations Manual,
Section 22. PACS Series, New Delhi.

AESA (2017). Manual on Good Practices in Extension Research &

Evaluation, Edited by Sethuraman Sivakumar, P., Sontakki, B.S., Rasheed
Sulaiman, V., Saravanan, R & Nimisha Mittal. Centre for Research on
Innovation and Science Policy (CRISP),Hyderabad, India
http://www.crispindia.org

Casley, D.J., & Kumar, K. (1987), Project monitoring and evaluation in

agriculture, Johns Hopkins University Press (published for the World Bank),
Baltimore and London.
114
Casley, D.J., & Lury, D.A (1987), Monitoring and evaluation of agriculture Monitoring of
CSR Programmes
and rural development projects, Johns Hopkins University Press (published
for the World Bank), Baltimore and London.

Cemea, M.M., & Tepping, B.J. (1977), A system for monitoring and
evaluating agricultural extension projects. World Bank Staff Working
Paper No.272. DC: World Bank, Washington.

Chalmers, James (2002), How to managing projects, Jaico Publishing House,

Mumbai.

Davis-Case, D. and P Grove (1990), The Community's Tool Box: The Idea,
Methods, and Tools for Participatory Assessment, Monitoring and
Evaluation in Community Forestry, FAO, Rome.

Davis-Case, D'Arcy. (1990), Community Forestry. Participatory Assessment,

Monitoring and Evaluation, FAO, Rome.

Dennis J. Casley & Krishna Kumar (1989), The Collection, Analysis and use
of Monitoring and Evaluation Data. The World Bank.

Dennis J. Casley & Krishna Kumar (1990), Project Monitoring and

Evaluation in Agriculture, The World Bank.

Development Alternatives (2008), MEAL Manual for Civil Society

Organisation. Monitorign Evaluation

Feuerstein, Marie-Therese (1986), Partners in Evaluation. Evaluating

Development and Community Programmes with Participant, Mac Millan
Education Ltd, Hong Kong.

GFRAS. (2017). The New Extensionist Learning Kit. 13 Learning modules

for extension professionals. Lausanne, Switzerland, Global Forum for Rural
Advisory Services GFRAS (Module 3 Agricultural Extension Programme
Management).

Gosling, Louisa and Mike Edwards (1995), Toolkits: A Practical Guide to

Assessment, Monitoring, Review and Evaluation. Save the Children, London.

Guijt, I. (1998), Participatory Monitoring and Impact Assessment of

Sustainable Agriculture Initiatives: An Introduction to the Key Elements.
Discussion Paper No.1, Sustainable Agriculture and Rural Livelihoods
Programmes, IIED, UK: IIED.

http://Inweb18.worldbank.org/oed/oeddoclib.nsf/24cc3bb1f94ae11c8525680
8006a0046/ a5efbb5d7

http://www.adb./org/Documents/Manuals/Operations/om22.asp.

Jody Zall Kusek and Ray C. Rist (2004), Ten steps to a results-based
monitoring and evaluation system: a handbook for development
practitioners, D.C: World Bank, Washington.
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Management of Lee, J.W (1990), More than accountability: Evaluating agricultural
CSR Programmes
extension programmes. TRDC Publiation No.172. Amidale, Australia:
University of New England, Rural Development Centre.

Misra, DC (1999), Monitoring Extension Programme and Resource, Chapter

17 in Improving Agricultural Extension; A Reference Manual: Ed: FAO,
Rome.

Murphy, J., & Marchant, T.J. (1988), Monitoring and evaluation in extension
agencies, World Bank Technical Paper No.79, DC: World Bank,
Washington.

Participatory Monitoring and Evaluation (1990), A Handbook for Training

Field Workers, 1998 Bangkok: Regional Office for Asia and the Pacific
(RAPA), FAO.

Ruthenberg, I. (1985), Innovation policy for small farmers in the tropics:

The economics of technical innovations for agricultural development, Oxford
University Press.

Shapiro, J. “Monitoring and Evaluation”,

http://www.civicus.org/new/media/monitoring

Slade, R.H., & Feder, G (1985), Training and visit extension: A manual of
instruction (mimeo), Washington, DC: World Bank.

Suvedi M., and Kaplowitz M.D. (2016). Process skills and competency tools
– what every extension worker should know – Core Competency Handbook.
Urbana, IL, USAID-MEAS.

World Bank (2004), Monitoring & Evaluation: Some Tools, Methods and
Approache, Washington, DC: World Bank.

2.10 CHECK YOUR PROGRESS – POSSIBLE

ANSWERS
Check Your Progress 1

1. Monitoring is a process of measuring, recording, collecting, processing

and communicating information to assist project management decision-
making.
2. Monitoring is useful to realize, is only one of management's sources of
information. Management information system needs include six kinds of
information: (1) diagnostic information (why a situation is as it is), (2)
implementation information (physical and financial or input
information), (3) utilization information, (4) impact information, (5)
situation information, and (6) information for review.

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Check Your Progress 2 Monitoring of
CSR Programmes
1. Effectiveness is the degree to which CSR goals are attained viz., Social
goals (e.g., welfare of beneficiaries), Economic goals (e.g., increased
income) and Operational goals (e.g., physical and financial targets).
Efficiency is usually measured by the rates at which beneficiary target
group adopt recommended developmental practices. Adoption rates of
varying degrees of complexity can be conceived.
2. Techniques of monitoring includes regular progress report, monitoring
staff performance, tour report, participants’ observation, and reports from
visitors, interviews, participatory monitoring, key informants and
complaints or grievances petitions. Monitoring are two types. (i)
Beneficiary contact monitoring and (ii) process monitoring.

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