Because nothing connects people faster than a good story, nonprofit organizations are increasingly using storytelling to connect with donors, volunteers, and the public. This can be a powerful tool for raising awareness and funds, but it's important to be mindful of the ethical implications of storytelling and to have procedures in place to navigate difficult situations.
First, no matter what, the story belongs to the storyteller. From a communications point of view, it can be tempting to alter the narrative for a more dramatic effect and coach a speaker to bring out details in their story that they are reticent to share. However, ultimately the storyteller’s boundaries around the story must be respected.
Often storytelling is utilized to manipulate people's emotions. While this might not be the intention of the act, it is the impact. It's easy for me to recall a ballroom packed with people dressed to the nines dabbing their eyes as the speaker shares the challenges that they have overcome right before the big paddle raise to support the organization. In some cases, it is a touching video complete with a passionate soundtrack that captures the excellent work of the nonprofit as experienced by program participants. Regardless of the scenario, nonprofit organizations need to be careful not to exploit both the storyteller or the audience.
Finally, storytelling can be used to create a false sense of hope. Nonprofit organizations need to be realistic about what they can achieve and not make promises they can't keep. It's fine to frame the organization’s aspirations as the big, audacious goal, but it has to also be acceptable to fail at that goal and share the lessons learned with supporters.
Despite these challenges, storytelling can be a powerful tool for good when used ethically. When done right, it can help nonprofit organizations connect with their audience on a deeper level, build trust, and inspire action.
Here are some tips for ethical storytelling in nonprofits:
Establish a real relationship.
Prioritize building a relationship with your storyteller that goes beyond the event. Move at their pace and allow them to be co-creators with you. Resist urgency from within yourself or your organization.
Start with informed consent.
Throughout the process ensure that the narrators have control of their story and/or images. At the beginning of the project be honest and transparent about the process and scope of your project. Offer anonymity and pseudonyms to protect their privacy and be proactive in asking about any concerns related to their safety. Design a process and clearly communicate the opportunities for editing and approval of any materials.
Understand the whole person.
People are complex so build a relationship that establishes that the storyteller is in charge of the framing. Beware of viewing your storyteller as a victim or hero, rather work towards seeing the complexities and ask thoughtful questions. The storyteller is the expert, follow their lead.
Explore the negative and the positive.
Be aware of the difference between asset framing vs deficit framing. Instead of defining people based on the problems or challenges that they encounter, think about their aspirations and contributions.
Be respectful.
Maintain the authentic voice of the narrator. This could include the way that they use language, rhythm, or syntax.
Approach the project with a trauma-informed lens and practice.
Understand that there are consequences to sharing stories that impact the storyteller, the audience, and you as the conduit. Check out Maria Bryan’s work for guidance on trauma-informed storytelling.
Be mindful of the power dynamics and biases.
Start by understanding your own positionality and the power and privilege that you experience. Consider compensating the storyteller for their time.
Storytelling is a powerful tool that can be used to make a difference in the world. It’s also a skill set that can continually improve. These are just a few tips to help nonprofit organizations use storytelling to connect with their audience, build trust, and inspire action.
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