How Charities Can Write Compelling Case Studies for Their Websites

Case studies are one of the most powerful storytelling tools a charity can use. They put a human face to your work, showcasing the real impact of your mission in action. Whether you want to encourage donations, attract volunteers, or demonstrate the effectiveness of your programmes, a well-written case study can make all the difference.

Why Case Studies Are Great for Charities

Case studies are a powerful way to showcase the impact of your charity’s work. They bring your mission to life by putting a human face to the cause, making your work feel real and relatable. While facts and figures are important, stories create a deeper emotional connection and help build trust with potential donors, funders, and volunteers by providing tangible proof of the change you’re making.

A compelling case study can inspire action, encouraging people to donate, volunteer, or spread the word.

Beyond that, case studies are an incredibly versatile form of content —they can be repurposed for social media, newsletters, grant applications, and impact reports, ensuring your message reaches different audiences. They’re also great for SEO, as regularly publishing fresh, high-quality content featuring real-life stories can improve your charity’s search rankings and help more people discover your work.

Most importantly, case studies give a voice to those you support, allowing beneficiaries to share their experiences in a way that empowers them and helps others in similar situations feel seen and understood.

Here’s how to create one:

1. Choose the Right Story

Not every story will make a strong case study. Believe me, I know. I've written countless case studies on the most random things. Look for:

• A Clear Transformation: The best case studies highlight change. Find a story that shows how your charity made a tangible difference in someone’s life.

• Emotional Connection: People give to people. A personal, relatable story will create a stronger emotional impact.

• A Learning Opportunity: Clearly outline the challenges or problems you face and how you overcame them.

2. Structure Your Case Study

A compelling case study follows a simple but effective structure:

Introduction: Setting the Scene

Start by introducing the person or community involved (keeping their identity anonymous if necessary). Briefly describe their situation before they connected with your charity.

The Challenge

What difficulties were they facing? Be specific and relatable – this is where your audience begins to understand the need for your charity’s work.

The Intervention

How did your charity step in to help? Outline the support you provided, whether through services, funding, mentoring, or another form of assistance.

The Impact

What changed as a result? Use real-life results, statistics (if available), or personal testimonials to show the difference your charity made.

The Call to Action

End with a clear takeaway. If someone is moved by the story, what should they do next? Whether it’s donating, volunteering, or sharing the story, guide them towards action.

3. Use Authentic Voices

Where possible, let the person involved share their story in their own words. Direct quotes add authenticity and emotional depth. If that’s not possible, write in a way that reflects their experience truthfully and sensitively.

4. Keep It Concise but Powerful

Aim for 300–500 words. Long enough to tell the story but short enough to keep the reader engaged. Use simple, clear language and avoid jargon.

5. Add Visuals

A picture is worth a thousand words. A powerful image of the person (with permission) or a relevant photo can make the story more impactful. If images aren’t an option, consider an illustration or infographic.

6. Protect Privacy and Dignity

If sharing sensitive stories, always get consent. If needed, change names or use composite stories to protect identities while still highlighting the impact.

7. Make It Easy to Find

Don’t hide your case studies in a tucked-away section of your website. Feature them on your homepage, use them in newsletters, and share them on social media. The more visible they are, the greater their impact.

A well-crafted case study is more than just a story—it’s proof of your charity’s impact. By focusing on real-life change, using authentic voices, and making them easy to find, you can create case studies that inspire action and build trust in your cause.

Ready to showcase your charity’s impact? Start collecting stories today and let your work speak for itself.