www.charitycomms.org.uk/events

1. CharityComms seminar:
Managing Case Studies and
Portraying Beneficiaries
28 April 2011
Web: www.charitycomms.org.uk
Contact: www.charitycomms.org.uk/about/contact.aspx
Sign up to our enews: www.charitycomms.org.uk/about/enews.aspx

2. Six ingredients for great
charity case studies
Gideon Burrows
Editor, ngo.media
www.ngomedia.org.uk

3. Six ingredients for great
charity case studies
...change/consequence

5. “Until seven months ago, I hadn’t left the house for
10 years, felt uncomfortable around people I didn’t
know, and had no real interest in my physical health
or appearance.
“I had been diagnosed with depression and phobic
anxiety disorder.
“Then my community mental health team referred
me to the Time to Change Fit 4 Life project.
“Now I’m a different person.”

6. “Until seven months ago, I hadn’t left the house for
10 years, felt uncomfortable around people I didn’t
know, and had no real interest in my physical health
or appearance.
“I had been diagnosed with depression and phobic
anxiety disorder.
“Then my community mental health team referred
me to the Time to Change Fit 4 Life project.
“Now I’m a different person.”

7. “If there wasn’t a place like this, Stacey would
still be hanging around on the street, pushing
a pram and drinking.
“That’s what the majority of the young people
around here are doing – there’s nothing for
them to do.
“Instead she’s going to college each day.”

8. Six ingredients for great
charity case studies
...powerful opening

10. “On the paramilitary-run New Lodge
estate in north Belfast eight years ago,
an unexpected knock on the door was
not always a welcome sound.
“For Anna-Marie Burns, her knock on
the door was unexpected, but it was
also a lifeline.”

11. “Until seven months ago, I hadn’t left the house for
10 years, felt uncomfortable around people I didn’t
know, and had no real interest in my physical health
or appearance.
“I had been diagnosed with depression and phobic
anxiety disorder.
“Then my community mental health team referred
me to the Time to Change Fit 4 Life project.
“Now I’m a different person.”

12. “I realised I had two alternatives facing
me – prison or death.”

13. “Until seven months ago, I hadn’t left the house for
10 years, felt uncomfortable around people I didn’t
know, and had no real interest in my physical health
or appearance.
“I had been diagnosed with depression and phobic
anxiety disorder.
“Then my community mental health team referred
me to the Time to Change Fit 4 Life project.
“Now I’m a different person.”

14. “It all started with just one goat.
“Paula Wolton moved to the countryside with her
husband in her early 20s, went shopping for a table
and came home with a goat.”

15. Six ingredients for great
charity case studies
...quotes do the work

16. “Until seven months ago, I hadn’t left the house for
10 years, felt uncomfortable around people I didn’t
know, and had no real interest in my physical health
or appearance.
“I had been diagnosed with depression and phobic
anxiety disorder.
“Then my community mental health team referred
me to the Time to Change Fit 4 Life project.
“Now I’m a different person.”

17. “It’s really important that other gay
young people know they’re not on their
own. I would have really liked that when
I was younger.”
Emma

18. “Until seven months ago, I hadn’t left the house for
10 years, felt uncomfortable around people I didn’t
know, and had no real interest in my physical health
or appearance.
“I had been diagnosed with depression and phobic
anxiety disorder.
“Then my community mental health team referred
me to the Time to Change Fit 4 Life project.
“Now I’m a different person.”

19. “We have been living on the charity of the
locals and the surrounding villages.
“You are the first people who have
approached us, and you’ve given us the food
and water with dignity.”

20. Six ingredients for great
charity case studies
...show don’t tell

22. “James never used to get invited to birthday
parties. When the invitations went out to
friends at school, he was left out.
“Friends’ parents just couldn’t cope with his
behaviour.
“James has autism and attention deficit
hyperactivity disorder.
“Adults worried he might go missing, disrupt the
other children or break something.
“So, he'd have to stay at home.”

23. “Until seven months ago, I hadn’t left the house for
10 years, felt uncomfortable around people I didn’t
know, and had no real interest in my physical health
or appearance.
“I had been diagnosed with depression and phobic
anxiety disorder.
“Then my community mental health team referred
me to the Time to Change Fit 4 Life project.
“Now I’m a different person.”

24. “You can tell a deep connection between two
people. They laugh at each other’s jokes, even before
they’ve finished talking.
“And even if they’re not funny.
“It was a tiny smile at one of Geana’s off-the-cuff
comments, just a twinkle at the corner of an eye,
that made her realise Geoff was still there. Behind
the stillness.
“After the smile, Geana knew there was hope they
might one day communicate again.”

25. Six ingredients for great
charity case studies
...verisimilitude

26. “Until seven months ago, I hadn’t left the house for
10 years, felt uncomfortable around people I didn’t
know, and had no real interest in my physical health
or appearance.
“I had been diagnosed with depression and phobic
anxiety disorder.
“Then my community mental health team referred
me to the Time to Change Fit 4 Life project.
“Now I’m a different person.”

27. “Denise was a popular music teacher and an amateur
opera singer. She used to hold well-attended singing
lessons during break times for her pupils.
“So when pupils stopped turning up to her classes, it
wasn’t because they didn’t want to be taught. It was
because her handwriting had got so bad, they couldn’t
read her notices.
“When Denise began to fall frequently, it was
confirmed. The Huntingdon’s Disease that had affected
her father has been passed on.”

28. “Until seven months ago, I hadn’t left the house for
10 years, felt uncomfortable around people I didn’t
know, and had no real interest in my physical health
or appearance.
“I had been diagnosed with depression and phobic
anxiety disorder.
“Then my community mental health team referred
me to the Time to Change Fit 4 Life project.
“Now I’m a different person.”

29. “Amy was arrested for the first time at 11. Criminal
damage. After that it was drunken affray and an
antisocial behaviour order. Then drunk and disorderly.
Then it was common assault, stealing cars. Drugs.
“The police became so familiar with Amy that they’d
routinely stop her on the street. They just expected her
to be trouble. They were usually right.
“Then on New Year’s Eve, not long after her 16th
birthday, Amy was sent to prison.
“I spent that weekend in the police station, and I didn’t
know what was going to happen. But I knew I’d run out
of chances.”

30. Six ingredients for great
charity case studies
...show your reader

31. “Until seven months ago, I hadn’t left the house for
10 years, felt uncomfortable around people I didn’t
know, and had no real interest in my physical health
or appearance.
“I had been diagnosed with depression and phobic
anxiety disorder.
“Then my community mental health team referred
me to the Time to Change Fit 4 Life project.
“Now I’m a different person.”

32. “Last summer, my family and I visited Cambodia.
“Meeting Monorom, the Cambodian child we
sponsor, gave us a vivid insight into the deep and
lasting change that’s possible for children and their
communities.”

33. “Until seven months ago, I hadn’t left the house for
10 years, felt uncomfortable around people I didn’t
know, and had no real interest in my physical health
or appearance.
“I had been diagnosed with depression and phobic
anxiety disorder.
“Then my community mental health team referred
me to the Time to Change Fit 4 Life project.
“Now I’m a different person.”

34. “I’m delighted I’ve signed up to the register
and would encourage everyone to do so.
“It was such an empowering thing to do,
knowing that I can make the difference
between someone living or dying.”

35. 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
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