A well-chosen case study can be one of the most persuasive elements of a tender response. But a poorly chosen one can waste valuable words without earning you additional marks.
A good bid is an example of persuasive writing, built on three elements: credibility, a logical approach, and emotion. The latter may seem odd as we’re not writing fiction, poetry or plays. But a good case study can illustrate how you – and your services or products – can make a positive difference to people’s lives.
Most organisations bidding for contracts or funding have examples of successful work they are proud of. They may have delivered an innovative service, overcome a difficult operational challenge, achieved impressive outcomes or made a meaningful difference to the people they support.
It’s tempting to include these success stories whenever an opportunity arises. But a good case study isn't just a story of a job well done. It is evidence that helps demonstrate why you are capable of delivering the particular contract or project you are bidding for. So what makes a case study effective?
1. Relevance matters more than impressiveness
Is the example relevant to what the commissioner or funder wants to know? If you're bidding to provide supported accommodation for young people leaving care, the specification is likely to place particular emphasis on developing independent living skills.
You might have an excellent case study about managing a serious safeguarding incident. But unless the question concerns safeguarding or risk management, it may not be your strongest example.
A case study demonstrating how you helped a young person develop practical skills, manage their finances, sustain a tenancy and move into independent accommodation would be more relevant.
Choose the example that best answers the question, not necessarily the one you're most proud of.
2. Explain the challenge
A good case study needs context. What problem did you solve? What were the circumstances? Why challenges did you overcome? Without this context, the evaluator may struggle to appreciate the significance of what you achieved.
For example, stating that your organisation successfully mobilised a new service in eight weeks is useful. Explaining that this involved transferring staff, establishing new premises, implementing IT systems and maintaining uninterrupted support for vulnerable service users makes the achievement more meaningful.
The challenge should be described succinctly. Its purpose is to help evaluators understand what made your response effective.
3. Describe what you actually did
Case studies sometimes describe the problem and celebrate the outcome but provide little information about what you actually did. A strong case study explains the actions, decisions and processes that produced the result.
Who was involved? What approach did you take? How did you overcome obstacles? What made your intervention effective? For example, rather than saying that you successfully engaged a previously disengaged service user, explain how staff established trust, adapted communication, worked with other professionals and developed an effective support plan.
The evaluator needs to understand how your organisation made a difference.
4. Demonstrate the results
Wherever possible, include measurable outcomes. These might include improved service performance, reduced waiting times, improved customer satisfaction, increased engagement, financial savings or progress against agreed objectives.
For an innovation funding application, relevant evidence might include prototype performance, technical validation, pilot results or demonstrated customer demand. Numbers can be persuasive, but only if they are meaningful and relevant to the bid and the specific question you are responding to.
A statement that you supported 500 people tells the evaluator relatively little. Evidence that 85% of participants achieved a specified outcome, against a target of 75%, is impressive.
The important thing is to distinguish between what you did and what you achieved.
5. Make your organisation's contribution clear
Case studies sometimes describe successful outcomes without establishing precisely what the bidding organisation contributed. This can happen when several agencies have worked together. Partnership working is valuable, but the evaluator needs to understand your role.
Did your staff coordinate the intervention? Did you introduce a new process? Did you provide specialist expertise? Be specific about your contribution while acknowledging the role of partners.
This makes the evidence more credible and helps demonstrate the capabilities you would bring to the new contract.
6. Connect the example to the proposed service
Perhaps the most important element is also the one most frequently overlooked: why does this case study matter to the tender you're answering? Don't leave the evaluator to work it out.
If you've described successfully mobilising a comparable service, explain which methods you will apply to the proposed contract. If your example demonstrates effective safeguarding practice, identify how the same processes, management oversight or learning will strengthen the new service.
The strongest case studies do more than demonstrate past success. They provide reassurance about future delivery.
7. Keep it concise and credible
Tender responses usually have strict word limits. A case study needs to justify the space it occupies. Yes, provide context, but avoid lengthy background information, unnecessary organisational history and excessive detail.
A useful structure is:
Challenge: What was the problem or requirement?
Action: What did your organisation do?
Result: What changed, and what evidence supports this?
Relevance: How does this demonstrate your ability to deliver the proposed contract?
Be accurate. Don't exaggerate outcomes, claim credit for others' achievements or imply that a single successful example proves universal effectiveness.
Remember
A good case study is a carefully selected piece of evidence supporting a wider argument. It should demonstrate relevant experience, explain how your organisation works, establish what you achieved and connect those achievements to the commissioner's requirements.
Above all, it should help answer the question at the heart of every competitive bid: why should we trust you to deliver what you're promising?
Choose your examples carefully, make every word count and ensure that your case studies give evaluators good reasons to award you marks.