Template Log Frame Matrix (Ice Cream Example)
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This template spreadsheet is for you to copy and use at will. It is based on Reece Proudfoot's Log Frame Matrix article available at http://australianprogress.org.au/network/logframematrix/ which explains how to use the template.
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ObjectiveKPI / Target (What you want to achieve)Indicator (How you’re going to measure)Assumptions / Risks
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1Supporter Engagement
Increase number of core advocates (your campaign leaders) and regularly active advocates
Increase core from 20 to 40
Increase regularly active from 1000 to 2000
Those who attend campaign meetings (in person)
Those who sign up to offer to volunteer for the campaign. (Database)
Ice cream gets some bad press.

Other ice cream movement building campaigns running at the same time
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2Media
Generate significant media in key policy decision
Generate 10 pieces of mediaMedia MonitorsOther major media event may happen
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3Fundraising
To build funds
$10,000 raisedOnline donations (website)Economy stays healthy
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ActivityTarget / KPIIndicator / means of verificationRisks / Assumptions
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1Supporter Engagement
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1.1Online petition about Ice Cream1000 signaturesPetition websiteA petition about chocolate goes viral
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1.2Offline events in key decision maker’s electorates5 events heldN/AWeather, other major events
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1.3Table Talks20 table talks heldLeader identified who holds a table talk
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2Media
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2.1PR / Media campaign including PR launch5 journos in attendance (including Ice Cream industry mag), 10 articles, syndicated coverage .Media monitorsNo other major media event
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2.2Ambassador program3 national ambassadorsN/AAmbassadors go off message
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2.3Science report on health benefits of ice creamKey messages from report picked up by major news outletsMedia monitorsNews worthiness of report, other big media events
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3Fundraising
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3.1Engage corporate sponsors3 Sponsors - $100000Indicator 1Risk 1
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3.2Philanthropy funds$20,000Indicator 2Risk 2
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3.3Crowdfunder / fundraise from supporters$20,000Indicator 3Risk 3
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InputsTarget / KPIIndicator / means of verificationRisks / Assumptions
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1Supporter Engagement
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1.1.1Create petition pageN/AComplete petition pageTech difficulties, data sharing?
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1.1.2Write emailN/AEtcEtc
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1.1.3Test subject linesN/AEtcEtc
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1.2.1Recruit event managerN/AEtcEtc
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1.2.2identify local ice cream groups10 local groups identifieddatabaseMay not want to engage
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1.2.3EtcN/AEtc
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1.3.1Build target list for table talks40 local groups (50% conversion)databaseetc
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1.3.2Conduct trainings for table talk captains1 training in each capital cityN/AEtc
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1.3.3etcN/AEtc
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2Media
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2.1.1Engage pro-bono PR partnerN/AEtcEtc
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2.1.2Brainstorm for PR launch stuntConcept DocConcept DocEtc
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2.13EtcN/AEtc
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2.2.1Build target list for Ambassadors20 Aussie AmbassadorsN/AEtc
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2.2.2Invitation email for AmbassadorsN/AN/AEtc
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2.2.3EtcN/AEtc
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2.3.1Engage Uni partners10 universities engagedN/AEtc
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2.3.2Create brief for science report.N/AN/AEtc
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2.3.3EtcN/AN/AEtc
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3Fundraising
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3.1.1Compile target listEtcEtcEtc
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3.1.2Recruit sponsorship managerEtcEtcEtc
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3.1.3EtcEtcEtcEtc
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3.2.1EtcEtcEtcEtc
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3.2.2EtcEtcEtcEtc
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3.2.3EtcEtcEtcEtc
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3.3.1EtcEtcEtcEtc
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3.3.3EtcEtcEtcEtc
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3.3.3EtcEtcEtcEtc
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