Case Study
Selam MEL Capacity Building for Creative Sector Advocacy
Client Overview
Selam is a Pan-African organization at the forefront of transformative action in the cultural and creative industries (CCIs). It is implementing its flagship project, Connect for Culture Africa (CfCA), in Ethiopia, Tanzania, Uganda, Zambia, and Zimbabwe to amplify cultural voices, nurture cultural networks, and increase public investment in CCIs. The CfCA project is built on the belief that culture is central to Africa's social, democratic, and economic development.
Identified Gap
Despite strong commitment among CfCA partners, a gap was identified: the majority of implementing organizations required systemic support to establish and institutionalize Monitoring, Evaluation, and Learning (MEL) mechanisms capturing the complexity of advocacy, cultural programming, and policy influence. Partners needed ways to go beyond reporting on activities and rather track impact, enable adaptive management, and underpin evidence-based policy advocacy.
We addressed this requirement through delivery of a high-impact, three-day virtual MEL training followed up with post-training coaching and the development of tools. The aim was to set basic and advanced MEL skills aligned with CfCA's four strategic outcome areas.
Training Summary
The workshop was conducted online across three days (29–31 July 2025) and brought together partners from five countries. It applied a combination of live Zoom meetings, group activities, and hands-on exercises customized according to CfCA's MEL structure.
Training Delivery Overview
| Day / Session Title | Description |
|---|---|
| Day 1 Welcome & Orientation |
Introductions, objectives, ground rules, and icebreaker |
| Session 1: Introduction to MEL | Overview of MEL systems, principles, and relevance in advocacy (Demystifying MEL) |
| Session 2: Theory of Change | Developing and analyzing a ToC for cultural programming |
| Session 3: Results Chain | Building results chains and linking outcomes |
| Session 4: Group Exercise | Interactive breakout to develop partner-specific ToCs |
| Day 2 Session 5: Indicator Development |
Types of indicators, SMART criteria, data sources |
| Session 6: MEL Planning | Developing MEL plans: tools, timelines, responsibilities |
| Session 7: Data Collection | Data flow mapping and data quality assurance tools (RDQA) |
| Session 8: Data Management Exercise | Partner groups apply MEL planning RDQA concepts |
| Day 3 Session 9: Learning & Adaptive Management |
Capturing lessons learned and integrating MEL in decision-making |
| Session 10: Results-Based Reporting | MEL reporting formats, storytelling with data, and donor expectations |
| Session 11: Organizational Self-Assessment | Post-training MEL maturity tool & planning next steps |
| Session 12: Reflections & Closing | Final reflections, feedback, and training wrap-up |
Training Outcomes
Vantage Africa’s MEL training for Selam’s Connect for Culture Africa (CfCA) partners catalyzed a vital shift in how cultural advocacy and programming are monitored, evaluated, and refined. Spanning five countries and conducted entirely online, the program equipped cultural practitioners with the frameworks, tools, and confidence to embed robust MEL systems into their programming without losing the dynamism of creative work.
Participants developed Theory of Change models, built practical MEL plans, and applied data quality tools tailored to advocacy and cultural influence. For many, it was their first time approaching MEL not as an obligation, but as a strategy for amplifying cultural impact and influencing public policy.
As a result, CfCA partners are now better positioned to track results, learn adaptively, and communicate the power of culture in Africa’s development story, backed by evidence, not just passion. The training also laid a foundation for future MEL maturity, with tools for self-assessment and continued growth already in motion.
Let’s Create Your Next Impactful Training
Are you looking to design a results-oriented, high-impact training program like the one we delivered for Selam? At Vantage Africa, we partner with organizations to create tailored capacity-building solutions that drive measurable results and lasting transformation.