What opportunities does the new parliament offer charities?
Building and using a strong case study library
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
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2. Building and Using a Strong
Case Study Library
Ann-Mari Freebairn
Head of Communications
RAF Benevolent Fund
Royal Air Force Benevolent
Fund
3. 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
Royal Air Force Benevolent
Fund
4. 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
Royal Air Force Benevolent
Fund
5. 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.
Royal Air Force Benevolent
Fund
7. 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!
Royal Air Force Benevolent
Fund
8. 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)
Royal Air Force Benevolent
Fund
9. 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
Royal Air Force Benevolent
Fund
10. Using Your Case Study Library
Royal Air Force Benevolent
Fund
11. 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!
Royal Air Force Benevolent
Fund
12. Case studies for publications
Introductory leaflet Annual Review 2009 - 10
Royal Air Force Benevolent
Fund
15. Case studies and online donations
Royal Air Force Benevolent
Fund
16. 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!
Royal Air Force Benevolent
Fund
22. Thanks for listening!
Any questions?
Ann-Mari Freebairn
annmari.freebairn@rafbf.org.uk
Royal Air Force Benevolent
Fund
23. 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/events
You can learn about CharityComms membership here: www.charitycomms.org.uk/membership
Contact
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T: 0207 4268 877