Case studies
Almost every story needs a case study. Human interest stories are always in high demand amongst journalists. Real life stories are also one of the most effective ways of inspiring readers or viewers to become volunteers. A strong case study can bring even the dullest story to life. By providing the media with people willing to tell their "real life story" you’re guaranteed to have journalists queuing around the block to speak to you.
Why do you need case studies?
- If you're struggling to create a story or to make your volunteer campaign relevant to the current news agenda, a case study may be the answer. Listen to a Metropolitan Police Special Constable tell her story on Radio 4's Today programme.
- A dramatic, emotional or inspirational real life story can stand alone and secure you editorial coverage.
- A case study helps to show readers/ viewers why volunteers are needed and what volunteers actually do. A real life story motivates people to get involved. A case study in an article can lead readers to think, "If they can do it, so can I." Have a look at this patient's story for the National Blood Service.
- Local media are always desperate to feature local people with a story to tell. Have a look at Home-Start's local case study coverage.
- A case study can help readers/ viewers make sense of a research report or statistics.
- Most media outlets will rarely go with stories without a human interest angle. Journalists want to speak to the people with firsthand experience - those who receive help from volunteers; those who volunteer; those who manage volunteers. For example, Time Together has successfully recruited volunteer mentors by getting the story of their refugee mentees' lives into the media. Girlguiding UK's volunteers appeared on TV and successfully inspired viewers to get involved.
- A good way to celebrate the work of your volunteers is to have them featured in the media. It can be a great boost to morale. See how Cheltenham Volunteer Centre's volunteers were featured in a magazine.
How can you find a case study for your charity?
- Ask clients and colleagues if they would be willing to be “media volunteers”. Send round a newsletter or a personal email to everyone in your organisation explaining what you’re looking for and what might be involved.
- Ask your colleagues to look out for any exceptional stories or people they come across in their daily work who might be good “media ambassadors” for the organisation. For example, it could be a volunteer who’s done something amazing or the survival story of someone a volunteer has helped.
- Go out on visits to meet the volunteers who work for your organisation. Chat to them, collect their stories and see if you spot any possible case studies.
- Keep a record of all potential case studies and their contact details (including mobile numbers). This way if a story suddenly comes up or a request from a journalist comes in, you’re prepared to respond swiftly with an offer of a possible case study from your organisation. It’s also very useful to have a photo of your case study on file.
For inspiration watch Win's Story - a short film about a volunteer fundraiser which appears on Breast Cancer Care's website and YouTube.
Who makes a good case study?
- A person who is a good talker, who is able to tell their story or talk about their experiences openly.
- Choose someone who is able to fully understand the possible implications of doing a media interview.
- A person who is willing to have their photo taken.
- Journalists and reporters always want to meet anyone with an exceptional story; a record-breaker. Someone who has achieved something against the odds, gone that extra mile or "triumphed over tragedy". Have a look at this patient's story for the National Blood Service.
- Someone who can lead viewers/ readers through a story. They act as a guide, explaining their role, telling people what volunteers do for the organisation. Listen to a Metropolitan Police Special Constable tell her story on Radio 4's Today programme.
Support and prepare your case studies. Explain clearly to your media volunteer what the journalist is writing about, what kind of questions they’re likely to ask them. Explain clearly where the story will appear and when.
It is good practice to have any case study you introduce to a journalist or reporter sign a consent form. Have a look at this sample consent form used by Time Together.
What to do if a journalist calls you asking for a case study
- Find out who else the journalist has approached. Don’t waste hours finding the perfect case study for them if their story is a “maybe” or if they’ve approached several other organisations too.
- Do your research and have a look at examples of that journalist's previous work. Have a look at the magazine or programme they want the case study to appear on and see how case studies are usually represented.
- Ask them exactly what angle their story is taking so that you can find the right case study for them – or you may decide that the story isn’t right for your organisation.
- Find out what the journalist’s deadline is and respond as quickly as you can with possible case studies.
- On the whole journalists are not out to trip people up or misquote them. Ask the journalist if they'll read the story back to you before printing it. This way you can check that your case study hasn't be misquoted.
What makes charities concerned about using case studies?
1) "Our clients are too vulnerable to be case studies"
There is no harm in asking people if they'd be willing to do a media interview. They can always say no. If your clients are at risk you can ensure that they remain anonymous. You can also be present when the journalist meets your client to ensure that they feel safe and comfortable. Meet with your client beforehand and run through what they do and don't want to tell the journalist. Help them to set the boundaries of what they want to say.
2) "We don't trust our volunteers and clients to stay on message"
You can prepare your case studies by running through the questions they're likely to be asked by a journalist. However if you prepare them too much they can sound too rehearsed. Brief your client or volunteer and ask them to get one key message across on behalf of your charity but allow them the freedom to tell their story in their own way. They are not being presented as your charity's official spokesperson.
3) "We don't want to use children in our media work"
If you don't wish to put children forward, how about finding an adult who can talk about their experiences as a child. Or could you feature a family instead of a child on their own? Or could one of your volunteers or project workers talk about their work supporting children? Remember you can always ask journalist not to use the child's real name. If you are working with children, you’ll need their parent/ guardian’s consent for them to appear in the media. For more information read, Talking to journalists: A MediaWise guide for young people.
4) "We need to protect the anonymity of our clients"
Journalists tend to be very unwilling to work with anonymous case studies. If your client needs to protect their identity for legal or safety reasons then change their name or ask the journalist to disguise their identity. Make sure that no distinguishing features appear on camera which could identify them. Ask the journalist to put something in writing for you, confirming that they will not reveal your client's identity.
Have a look how Parentline Plus managed to protect the anonymity of their helpline callers in a Guardian article by focusing on their volunteer counsellors.
5) "I can't persuade anyone from our organisation to be a case study"
You need to reassure people that journalists are not monsters who are out to get them. Most stories and interviews are very brief and simple. Show them examples of the kind of story you're hoping to get published/ broadcast and explain how they might be portrayed. A good way to reassure them is to put yourself forward as a media case study too. Tell them how being a media ambassador for your charity will inspire others to get involved and celebrate the work your charity and your volunteers.
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