Building and using a strong case study library
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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 Sign up to our enewss: www.charitycomms.org.uk/about/enews.aspx
- 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
- 6. Building a Strong Case Study Library 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
- 13. Using case studies online Royal Air Force Benevolent Fund
- 14. Using case studies online 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
- 17. Case studies in print media Royal Air Force Benevolent Fund
- 18. Case studies in online media Royal Air Force Benevolent Fund
- 19. Case studies on TV Royal Air Force Benevolent Fund
- 20. The best kind of case study ...! Royal Air Force Benevolent Fund
- 21. 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 www.charitycomms.org.uk/about/contact.aspx T: 0207 4268 877