Building and using a strong case study library

CharityComms seminar: Managing Case Studies and Portraying

Beneficiaries

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28 April 2011

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Royal Air Force Benevolent

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Building and Using a Strong Case Study Library

Ann-Mari Freebairn

Head of Communications

RAF Benevolent Fund


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Background

• RAF Benevolent Fund - established Service charity founded 92 years ago

• No professional PR function until 2007

• Seen as stuffy and out of touch. Still a strongly held perception that the RAFBF is an officers’ charity which only helps WWII veterans

• Research done in 2007 showed that 70% of people on our supporter database were aged over 70


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Strategic Priorities

• Re-position the organisation as a modern Service charity providing a complete spectrum of support to serving personnel, past and present, and their families

• Engage with a new generation of supporters to provide sustainable fundraising for the future


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Re-Positioning the charity

To do this we need to demonstrate that the charity is:

• human

• relevant

• active

One of the best ways to do this is through using case studies.


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Building a Strong Case Study Library


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What makes a strong case study?

• Strong, compelling story

• Story which conveys a particular message you want to get across

• Good communicator

• Able to create empathy

• Being grateful for the support they’ve received!


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What makes a strong case study library?

Need a variety of case studies which:

• Reflect the range of people the charity helps

• Reflect the range of services the charity provides

• Identify case studies who are suitable to talk on particular subjects

• Identify case studies suitable for different comms channels (eg print, broadcast etc)


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Tips on building your case study library

• Building relationships with key stakeholders

• Data protection

• Permission form

• Interview form

• Photos (past and present)

• Searchable case study database

• Indicate who is suitable for which medium – (print, radio and TV)

• Find a way of rating your case studies

• Nominate one person as point of contact for each case study


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Using Your Case Study Library


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Using case studies

• Signed permission form

• Photography release form (if needed)

• Brief them properly

• Explain what the interview or photos will be used for

• Explain when they will get the opportunity to sign off on the publication

• Thank them afterwards!


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Case studies for publications

Introductory leaflet Annual Review 2009 - 10


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Using case studies online


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Using case studies online


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Case studies and online donations


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Using case studies in the media

• Check that they are willing (even if they’ve agreed to it on their form)

• Explain in advance things are apt to change at the last minute!

• Keep them informed of any changes

• Make sure they stick to the positive

• Make sure that they are taken care of

• Thank them afterwards!


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Case studies in print media


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Case studies in online media


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Case studies on TV


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The best kind of case study ...!


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Thanks for listening!Any questions?

Ann-Mari [email protected]

About CharityComms CharityComms is the professional membership body for charity communicators, led by the sector for the sector. We aim to improve the standard of communications and champion its role in the sector. We seek to represent, support, inspire, connect and inform our members and the wider charity communications community.

Find out more You can find out more about our events here: www.charitycomms.org.uk/eventsYou can learn about CharityComms membership here: www.charitycomms.org.uk/membership

Contactwww.charitycomms.org.uk/about/contact.aspxT: 0207 4268 877

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Documents

Building and using a strong case study library