The Case Study Guy
Charity Case Studies
That Prove Impact
Helping charities, non-profits, and social impact teams turn human outcomes into case studies that inspire, fund, and celebrate change.
Let's identify the best way to share the stories of the impact your charity makes.
The Reality
Charity Case Studies
are hard
Most charities know the importance of proving their value through case studies, impact stories and beneficiary quotes.The real challenge is finding a way to do it consistently and sustainably.Sometimes it's a capability problem, sometimes it's a capacity problem - and, yes, sometimes it's absolutely both.Funders want evidence, not claims. Boards want outcomes, not activity reports. Donors want proof, not good intentions.
But most charities:
Don't have enough usable case studiesRely on one or two overused storiesStruggle to gather stories at paceDon't have the in-house capacity do it consistentlyDon't repurpose their case studies
This creates a proof gap. And funders don't fill gaps with good intentions.
The Truth
Case Studies Are the Lever Most Charities Overlook
One case study proves something happened.
A bank of them proves it keeps happening.
Funding applications strengthen
Because assessors see real evidence, not claims
More Beneficiaries Find You
Because they see themselves in your stories
Comms and marketing get easier
Because there's a bank of real stories to draw from
Board & stakeholder confidence grows
Because impact is shown, not stated
There is no faster, more reliable way to strengthen a funding case than improving the quality, quantity, and consistency of your case studies.
My Role
I help charities turn real outcomes into human case studies that move people to action
This isn't generic content. It's evidence - built on the most persuasive thing in the sector: what actually happened, to a real person, because of your work.
More funding bids won
More public awareness
More beneficiaries to support
More success to celebrate
How I Work
Two Paths To Your
Case Studies
Some charities want to build their own storytelling capability - a team that can find, shape, and tell their own case studies. This has always been my recommended path because I believe being self sufficient storytellers is the smartest skill a charity can develop.But this isn't about me, my dream or my mission. Because I know some charities just need case studies written and managed for them, and building that capability isn't the right fit yet.Whatever path is right for you, I can help.
1 - Build the capability
I train and coach your team to find, gather, and write your own case studies, so you're self-sufficient going forward.
2 - Get It Done For You
I write your case studies for you, from start to finish, managing the entire process.
Which one's right depends on where you are right now. I'd much rather have this conversation early, because the last thing I want is a charity investing money and time on training for a capability that they were never going to have the capacity to deliver. And of course, there's a hybrid approach where I create your initial bank of case studies and in parallel teach you to do it for yourselves.
Who I Work With
Supporting
The Third Sector
I partner with:- Charity CEOs who need proof for funders, boards, and trustees
- Foundation CEOs who want to tell the stories of their funding
- Fundraising Leads who need stronger evidence in every application
- Comms Leads who need a steady supply of stories to keep every channel fed
- CSR & social impact teams who need to show the real outcome of community & charitable programmes
- Umbrella bodies & networks who need consistent stories across member organisations
- Anyone with a genuine impact story and no capacity to tell it wellIf proving your impact feels harder than it should - it's probably a case study gap.
Testimonials
"I had the privilege of working with Kev at a time when he was just beginning his storytelling business, and I was fortunate to be one of the first people he partnered with on this journey.What immediately stood out was that Kev wasn’t simply collecting stories, he was helping us discover and articulate the heart of who we are as an organisation. Through his thoughtful approach, genuine curiosity, and ability to create trust, he helped us uncover authentic stories that reflected the lives we support, the impact we create, and the values that drive our work every day.Kev challenged us to think differently about storytelling, not as a communications exercise, but as a way of being. He helped us see ourselves as a storytelling organisation, one that celebrates the full lives of individuals, inspires others through real experiences, and connects people through shared humanity.What makes Kev exceptional is not only his wealth of knowledge and expertise but also the way he works. He leads with kindness, integrity, and a genuine desire to do the right thing. He listens deeply, asks meaningful questions, and has a remarkable ability to help people feel seen, heard, and valued. Those qualities shine through in every story he helps bring to life.If you’re looking for someone who can help uncover the authentic stories at the heart of your organisation and in doing so strengthen your culture, purpose, and impact, I couldn’t recommend Kev more highly. He brings both professional excellence and genuine care to everything he does, and the difference he makes is lasting."
Claire MacDonald, CEO, ELCAP
A Scottish Social Care Charity
Start Today
Fix the Case Study Gaps that are holding you back
If you want stronger funding applications, stories that move people, and case studies that actually get used - let's talk.
A short call to help you figure out which case study approach is right for you and your organisation.
Request a Case Study Call
Thank you
I’ll review this and come back to you within 24 hours with next steps.
If I think we're a fit and that I can genuinely help you, I’ll share a link to book your Diagnostic Call.
A Case Study Guy
Case Study
AppsFlyer: Building a Case Study Engine for EMEA
Background
In 2020, AppsFlyer was experiencing a period of rapid growth across Europe, the Middle East, and Africa. At the centre of that expansion was David Llewellyn, the company’s Head of Marketing for EMEA. His challenge was clear: demonstrate AppsFlyer’s value through credible, human stories that sales and marketing could use to build trust with prospects and customers alike.While the business already produced case studies, they were inconsistent in quality and impact. As David put it, “Before Kev came in, case studies were ad hoc, reactive, and without process. Everyone saw their value, but no one owned them - there was no concerted strategy, no clarity, and far too much back-and-forth.”The absence of a defined process made it difficult to coordinate stakeholders, secure customer approvals, and maintain a consistent voice across regions and verticals.
Challenge
The EMEA marketing team recognised that case studies were an essential proof point for both inbound and outbound activity, yet the internal process to create them was fragmented. Stories were often driven by opportunistic requests from sales or product marketing, with little strategic planning.David wanted to change that. He aimed to move from reactive storytelling to a structured, proactive model that could scale across markets. “Our philosophies matched,” he explained later. “We both believed the story should centre on the customer - their goals, challenges, and outcomes - with AppsFlyer playing the supporting role. That shift in focus made the stories feel more authentic and human.”What AppsFlyer needed was more than a writer. They needed a structured system that could manage every stage of the process while upholding a consistent standard of storytelling.
Solution
To meet that need, AppsFlyer partnered with Kev Anderson, founder of The Case Study Guy and creator of the Story Stack™ methodology.
Kev’s approach combined storytelling strategy with project management rigour. While the Story Stack model provided the narrative framework - ensuring each story highlighted the customer as the hero - Kev also implemented a six-step production process designed to streamline collaboration and approvals across multiple teams.That process included:Story Discovery Call - a kickoff meeting between Kev, Regional Marketing, and Customer Success to align on goals and background.Interview Preparation - Kev created a tailored set of questions, reviewed and approved by key stakeholders.Interview - conducted by Kev, often independently, to draw out the customer’s authentic voice.Internal Draft & Redraft- involving Regional Marketing, Product Marketing, Customer Success, and occasionally Product teams.Client Approval - Kev managed the external approval process directly with customers.Production- final collaboration with design, web, and marketing to publish and promote the story.As David recalled, “From the moment I watched Kev’s LinkedIn Live interview, I had no doubt working with him would be successful. His process was exactly what we were missing - clear, structured, customer-centric - and he came across as someone we’d actually want to work with: articulate, friendly, and a real subject-matter expert.”This structure reduced internal friction, established clear ownership, and allowed stakeholders to focus on value rather than logistics.
What Happened Next?
The initial engagement began as a small pilot, with three stories planned to test the approach. Both Kev and David expected it would take months to build trust across the organisation. In reality, momentum built almost immediately.“Kev built trust incredibly fast - with CSMs and customers,” David said. “I expected it to take three to six months, but within three weeks people were saying, ‘Customers love him - how do we get him in front of more?’ The proof of concept was instant, and people quickly bought into his process because he took the lead and reduced all the internal noise.”Within weeks, internal stakeholders who had once been cautious were now enthusiastic participants. Customer Success Managers began inviting Kev to work directly with their clients, while Product Marketers and Regional Marketers saw the value of a repeatable, low-friction process that produced consistently high-quality results.
Impact
Over the following year, AppsFlyer’s EMEA team built a library of more than twenty five customer stories covering multiple industries, verticals, and product lines. These stories formed the backbone of the region’s marketing and sales enablement efforts, supporting awareness, lead generation, and retention.According to David, the impact was felt both internally and externally. “It gave marketing real credibility with sales and showed what true sales-marketing-CS collaboration looks like. Externally, our site is filled with stories across verticals and geos - driving SDR outreach, wins, SEO, paid activity, and value from top to bottom of the funnel, even upsell.”The collaboration not only delivered measurable business value but also created a new internal standard for how customer advocacy should be managed. Teams now had a proven model to follow, and customers were more engaged and willing to participate in storytelling initiatives.What began as a tactical project evolved into a scalable, strategic storytelling engine - one that balanced creativity with operational discipline.
Reflection
For Kev, the project remains one of the most formative experiences in his career. “This work with David and the AppsFlyer team validated everything I believe about storytelling,” he reflected. “When you put the customer at the centre and back it up with process and trust, you don’t just create better stories - you create better relationships.”The AppsFlyer case study program continues to serve as an example of how structure and story can coexist - and how, with the right approach, even the most complex organisations can build an authentic, repeatable engine of proof.