The fundraising impact of case studies

At Keech Hospice, stories are at the heart of our fundraising. They help supporters understand the dignity, comfort and compassion we provide for adults, children and families facing life-limiting illness.

It costs £26,000 a day to run our services, and 70% of that comes from donations. Real stories help people see the difference their support makes.

Nurse with adult patient on in patient unit aspect ratio 1017 673

Emotion not facts inspire people to give

A story that makes people feel something is more likely to inspire them to donate. A story about one person or one family is more relatable than a story about hundreds.

Personal narratives help humanise what hospice care really means. They show supporters that care is not just about clinical interventions, but about dignity, comfort, and moments of normality during extraordinarily difficult times.

The ethical balance

We know these stories belong to people going through grief, trauma or the anticipation of loss. That’s why families always tell their story in their own words, and only if they want to.

Not everyone is ready to share, and we fully respect that. Our care teams help us understand who might feel comfortable and who may find meaning in speaking about their experience. When we approach someone, we explain who we are, why stories matter, and make it clear there’s no expectation. They can say no, pause at any time, or choose someone else to speak on their behalf.

For those who do want to share, the conversation often flows naturally — many have simply been waiting for the right moment to tell their story.

Why families choose to share

One of the misconceptions about case studies is that families only share because the charity asks. In reality, many people want their loved one’s experience to matter beyond their own family. Sharing a story can give families a voice, help keep the memory of a loved one alive and allow something positive to come from an incredibly painful time.

We spoke recently to a woman who is a palliative care nurse. Her husband is receiving palliative care for cancer. She understands both sides — the clinical and the personal. For her, sharing their story is a way of advocating for better understanding of hospice care.

For fundraisers, recognising this motivation is crucial. We are not “taking” stories; we are offering a platform but only when it feels right for the person involved.

How we work with families

We make it very clear that what people share is confidential. We explain how their story might be used, whether that’s in a winter appeal, a remembrance campaign, or a match-funded appeal such as the Big Give, and which platforms it will appear on.

The story is always played back to them. They see everything before it’s shared publicly and have full control to change wording, remove details or withdraw entirely. This step reassures families they are being represented accurately and respectfully, and it builds long-term trust.

We also explain why stories matter so much to us. Without real-life experiences, our work can feel invisible. Stories don’t just drive donations; they encourage self-referrals, inspire volunteers, attract staff and help people understand what hospice care really looks like.

Lily, Keech Hospice Child Patient, and Mum Claire, with Noah

Case studies as fundraising assets

We are very intentional about how and where we use stories and use the case studies that best fit the purpose, while ensuring family consent.

Take our Big Give Appeal, which we run annually in December and always tie in with a patient’s story. One year, we led the Big Give with the story of a 17-year-old patient who’d received a terminal cancer diagnosis. She was an inspirational powerhouse and within 3 days of the appeal going live, we exceeded our fundraising target, raising over £31k from 135 donations.

We also reached 19,000 people through organic social media activity and, through an email sent to existing supporters, achieved a 61% open rate with 28 confirmed donations. Our paid digital ads, placed with a modest budget of £500, were seen over 66,000 times, helping to raise awareness of our cause.

In our 2025 Big Give Appeal, we led with the story of patient Joyce. Told through her son’s perspective, it offered a first-hand account of her final weeks and the support Keech provided. This was paired with a clear financial target — raising £42,000 through match funding. The urgency of doubling donations, combined with a deeply personal narrative, helped supporters understand the emotional and practical impact of their gift.

Stories to broaden perceptions of our service

The story of young patient Lily told from her mum’s perspective focuses on short breaks and family support for a child with complex needs. It shows that hospice care is not only about end-of-life, but about living well: supporting siblings, parental respite, and creating moments of joy. For fundraisers, this kind of story is invaluable in challenging outdated assumptions and engaging new audiences.

Linking story to income and impact

When paired with clear impact, stories build trust and motivate giving.

Supporters know that:

89p of every £1 goes directly to care
Donations fund thousands of vital services each year — from home visits to rehabilitation sessions to advice calls

Stories help donors see the lives behind these numbers.

For us at Keech, that connection is what enables everything else.