MacroLingo white paper and data
Analysis of 50 NGO Case Studies: Best Practices (White Paper)
We reviewed 50 English-language online case studies from 10 international organizations. Thirty-nine used numbers. Only 12 gave readers enough evidence on the page to connect the featured work with a reported result.
Findings from the sample
Numbers appeared far more often than evidence linking the work to results
Dates, figures, and polished writing do not prove what changed. Readers still need to see how the organization helped produce the result. That link was the clearest gap in this sample.
used numbers or comparisons. These described results, targets, or expected outcomes.
gave readers enough evidence to link the work to a reported result. The evidence showed that the work caused or helped produce it.
quoted at least one named person. The person was someone the work aimed to help.
noted a limit, doubt, constraint, mixed result, or tradeoff.
linked to a report, study, or review. Readers could use the source to check the claim.
included a date or time period and a location. This was the most common strength.
These findings describe the 50 selected online case studies. They do not assess the quality of the programs or every case study published by the 10 organizations.
A practical writing framework
8 key attributes help a case study earn attention and trust
The report turns its findings into a writing framework. Use it to plan interviews, commission a story, review a draft, or repair a case study. It helps when a claim has outrun the evidence.
Person, place, and problem
Open with a named person or community. Place them in a specific setting.
Starting point
State the condition before the work began. Add a date, unit, and source when possible.
The work and the partners
Explain what happened and who did what. Name the partners or public bodies involved.
What was delivered and what changed
Separate activities and products from results. State any change in behavior, income, services, or the environment.
A claim the evidence supports
Match the language of causation or contribution to the evidence available.
A useful human voice
Use named quotations to explain decisions, problems, tradeoffs, or change.
A way to check the claim
Link to the report, study, data, or project record behind the result.
A limit and a next step
Say what remains uncertain or unfinished. Then give the reader a useful action.
Download the report and data
Get the white paper and the data behind it
Enter your details once to access both files. The PDF explains the findings and writing framework. The CSV lets you inspect the 50 case studies and their scores.
- White paperRead the methods and findings. See examples, scoring rules, and the 8 attributes. Use the glossary and links to all 50 sources.
- Case-study dataInspect source links, formats, word counts, review notes, and category scores. See all 25-point totals.
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Case-study writing services
Turn field reports, interviews, and project data into a story readers can trust
We write case studies that show what changed. They explain how the organization helped and keep the people affected by the work in view. We use approved source material and fit the writing into your review process.
Learn More About MacroLingo NGO Case Study Writing Services“MacroLingo drafted clear, well-structured articles based on multiple project documents and quickly incorporated feedback from the funder. Their work was prompt and accurate, and the deliverables were of consistently high quality.”Project Coordinator, Asia-Pacific Climate Change Adaptation Information Platform
Questions about the research
Before you download
The full report includes the method, scoring guide, limitations, glossary, and links to every online case study reviewed.
What does the white paper assess?
The review covers the evidence and writing in 50 public online case studies. It checks structure, voice, quotations, data, dates, locations, attribution, source links, limits, calls to action, and search and source clarity.
Does a low score mean the underlying program was weak?
No. The score concerns the public case study, not the program. A short landing page may score poorly even when the linked report or evaluation is strong.
What is included in the CSV file?
The CSV lists the 50 source links, formats, word counts, review notes, and scores. It also gives the total score for each case study.
Who will find the report useful?
The report is for communications staff, program teams, fundraisers, researchers, editors, and leaders. It is especially useful for people who commission or approve online case studies.