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Case studies make great charity communications – but don't forget the person behind the story

Mrs B had been put forward as a case study to illustrate the counselling and emotional support our client provides. I was after a quick chat and a quote or two: 'They were really kind and helpful and I feel a lot better now' would have been just fine.

A couple of minutes into the phone call, it became apparent that Mrs B still needed plenty of emotional support. She was clearly in a lot of distress, uncertain and worried, and needed to unburden herself to anybody who'd listen. Our quick chat lasted nearly an hour.

I didn't get a single quote for my case study. But it didn't feel like a wasted call. Afterwards, I got in touch with the local service co-ordinator, who arranged to pay a visit to Mrs B.
In comms you're often some distance  from your charity's frontline work. Listening to Mrs B was a useful reminder that, behind every case study, there's a real person. And they always come first.

Using... exploiting?

Case studies are the most powerful weapon in the charity communications department's arsenal. The media loves them, and they inspire supporters who relate to the human stories that bring complex issues and dull statistics to life.  But making people's personal stories public – even anonymously – raises ethical questions, particularly when many service users are vulnerable people.

We'll be investigating the ethical issues behind case studies at Involving service users in communications: Using... Consulting... Exploiting? on October 29.

In the session, experts from the charity sector will lead workshops and discussions looking at everything from sourcing the right stories  to protecting volunteers from pushy journalists.

It's part of the Inspiring Communications conference series which ngo.media is organising in conjunction with CharityComms.

To find out more, visit www.charitycomms.org.uk/conferences