Introduction
Nonprofit case studies are the underdogs of content marketing. Despite offering immense value, nonprofit organizations still overlook them.
Previously, I wrote about the importance of case studies in the education technology space:
Case studies offer the best value for the investment. They provide the most information to customers (specifically B2B companies), compared to more popular marketing tools like blog posts. They also show the effectiveness of your product in action using storytelling. Case studies really show your customers that you know them.
Case studies: Why you need them
Now, here are 5 benefits of case studies that nonprofits should know about:
1. Improve fundraising efforts
Nonprofit case studies can strengthen your fundraising efforts by giving credence to your mission. They demonstrate that you are actually working towards fulfilling it! They can also show people that your work makes a real difference. Your organization can send these stories to donors and prospect. After all, they’re evergreen content that can be used over and over again. Furthermore, you can repurpose it into other types of content, such as press releases, newsletters (i.e., one section of a newsletter) infographics and even short videos.
For example, let’s say there’s an organization that, through one of their programs, helped students graduate with honours. The case study could show students’ journeys and how the organization played a significant role in their success. The angle of the story could be how the program brings students together to motivate each other to keep going. You can repurpose this case study to be:
- infographic that shows the student journey and includes the success rate.
- Quotes from the case study in a newsletter.
- Press release
Your readers will better understand that you need consistent support to keep the work going and to see more successes along the way.
2. Spruce up annual reports
For many nonprofit organizations, now is the time to write and finish annual reports. Usually, an annual report has a financial statement, strategic goals, examples of funded programs, events, words from senior executives and maybe some quotes from key stakeholders. That’s nice, but it can only take you so far. If people know that most annual reports are predictable (and by extension, full of boring copy), they may not bother reading them in full. This may suggest that the content of the annual report is no longer relevant.
Nonprofit case studies can transform an annual report by illustrating to readers the real impact of their investment in your organization. This is why stories matter. They go a long way, especially in the nonprofit sector where every organization is clamoring for support. In fact, I’d argue that your stories are what set you apart from other organizations; they’re the most unpredictable part of a report! So, if you have stories that really show the difference your team is making, then you make a strong case for support.
Last year, I wrote two success stories for the Laidlaw Foundation about how the pandemic impacted each organization’s operations. In addition to the other stories in the report, the two I wrote illustrate the measurable impact Laidlaw funding and support had on the organizations. This kind of clarity invites readers to further connect with the mission of Laidlaw Foundation. And all it takes is a story.
3. Diversify online marketing collateral
Nonprofits are very underfunded. They also tend to have small teams that take on two or three jobs at once. Unfortunately, that can mean that intentional, planned marketing efforts take a backseat. Oftentimes, that looks like:
- sporadic blogging
- content marketing without knowing your target audience
- using social media without a plan
- expecting an immediate return on investment (ROI)
Don’t get me wrong: this is all a start. Any online marketing effort can tell you something about your audience. However, you waste your time when you try marketing without a strategy. Furthermore, doing the same things over and over again without any desired results waters down your online presence.
Nonprofit case studies solve this problem because of two reasons:
- Every story is different
- You can collect information ahead of time.
Every story is different not just for who/what the subject is. Every story is different because of the angle of the story as well and how it aligns with your target audience. In other words, you can can write about the same subject from different angles and still likely see audience engagement. The other benefit to case studies is that you can collect this information in an ongoing manner. This way, you don’t have to wait for the “right time” to create a case study. You can just get a head start on showing your target audience different marketing collateral
4. Clearly show outcomes and impact
For nonprofit organizations, outcomes and impact are sometimes challenging to show. For instance, I used to run a program that had an increasing number of siblings join one after the other. To some people, this is an obscure fact about a program. Many parents with children around the same age will often send those children to the same program. But to me, the sibling relationship eclipsed this fact: older siblings became mentors to their younger siblings by default, changing the nature of their relationship in a positive way. They could get to know each other in a way they couldn’t at school or at home. Trying to capture that idea without specific measurable data was a real struggle!
Nonprofit case studies would’ve been helpful! They help nonprofits clearly show outcomes and impact by including measurable results. Things like before and after metrics, quotes about a tangible change or even corresponding data like website traffic can all help substantiate the story and provide a complete picture of the impact. If I were to capture the aforementioned story now, I would’ve included more quotes from siblings and parents that show a before and after picture of the sibling relationship.
5. Build awareness
Nonprofits are similar to regular businesses. People are looking for what other people think before they decide to invest in your mission. With a nonprofit case study, you tell your target audience how people directly benefit from your organization’s work. The story builds the awareness and peaks the curiosity. The elements of the story can show people the kind of impact they can have if they continue to invest in your organization via donating, volunteering or some other action. New and old prospects clearly get that message through a well-done case study.
The bonus benefit here is that case studies can help your organization establish thought leadership. Regular case studies show your target audience that you know exactly how to fulfil your organization’s mission. Unlike testimonials and reviews, case studies include research and background information. Since nonprofits are often looking to other ones to see what they’re doing, case studies could really work in your favour. And if you are consistent, there’s an opportunity to really grow your target audience and spread your message throughout and beyond the sector.
Over to you
The bottom line is this: the nonprofit sector could use more case studies! They are a valuable marketing asset to any organization that wants to get a head start on their marketing efforts or simply wants a change.
However, the truth that I wrote about previously remains:
I’m not going to lie to you: case studies are not easy to create. Unfortunately, there are a lot of testimonials and blog posts passing as case studies. If you want yours done right, understand that it takes time.
Case studies: Why you need them
Like most marketing collateral, case studies get easier once you start doing them consistently. You don’t need a degree or special designation in order to start creating one. You just need to be curious and willing to find the story.
I hope this piece was helpful to you and includes information you can use right away.
Still stuck? Let’s get in touch!