Nine Tips for Ethical Nonprofit Storytelling
Storytelling is essential in promoting an organization’s mission. It’s an excellent way to engage donors and create an emotional connection to your organization’s mission. When organizations provide services to vulnerable individuals and communities, it is important to consider how the stories of beneficiaries are collected and shared. When done properly, storytelling confirms the dignity of those beneficiaries as individuals who have agency. Ideally, both the process and product of storytelling should empower your beneficiaries. Make sure your storytelling doesn’t create a sense that donors are providing funds to “rescue” them, and make sure that you don’t perpetuate inaccurate assumptions or stereotypes. Here are nine guidelines to incorporate in your nonprofit storytelling practices.
Note: This guide is not exhaustive. Ethical nonprofit storytelling is a nuanced and complex topic, and you may encounter scenarios that are not covered here. It’s also possible that some of these guidelines may not be applicable to your organization’s situation. For more resources on this topic, scroll to the bottom of the page.
1. Ask for consent and be mindful of power dynamics
It’s ok to approach a beneficiary directly about sharing their story. When you approach them, be sure to ask for consent to share their story, but also be mindful of power dynamics. If you represent an organization that has provided services to the individual you’re speaking with, it’s possible that they may feel compelled to say yes, because they feel that they ‘owe’ it to the organization. These power dynamics can be addressed by having the organization share a written agreement outlining their responsibilities. This document should clearly state that the individual choosing to share their story can say “no.” This guide can serve as a resource for writing a consent form.
If the context feels appropriate, explain to the beneficiary that sharing their story may highlight systemic issue(s) that led them to seek out your organization’s assistance in the first place. Also make yourself aware of any legal ramifications for collecting information from beneficiaries or sharing particular information publicly (Example: HIPAA).
2. Be flexible
Your organization needs to ensure that the beneficiary is aware of their agency. Make sure the individual sharing their story is aware they can change their mind and revoke consent to have their story shared at any time. People can have complex feelings around sharing personal experiences and it’s important to be sensitive to this.
3. Develop an authentic relationship with the subject of the story
Get to know the individual who is sharing their story. Ask what is motivating them to speak with you about their experiences. This individual is investing their time and emotional energy to share their story so make sure to thank them. If your organization has the capacity, you may want to offer your beneficiary a stipend or gift card to thank them for their time and generosity.
4. Be transparent
It’s important to be transparent with the beneficiary about your organization’s use of their story. Specify if it’s going to be shared on social media with a wide audience or a targeted list of current donors. You should also mention when you’re going to share it and for how long. All of this information should be put in the consent form so it’s clear what the beneficiary is agreeing to.
5. Ask the beneficiary how they want to be identified in the story
There are many ways a beneficiary can be identified, so you don’t need to use an all-or-nothing approach. While they can opt to be anonymous or have their full name shared, it’s also a good idea to present them with the choice of changing or partially sharing their name and/or personal details. It’s important to have the beneficiary decide if and how they want their identity to be revealed.
6. Give the beneficiary the option to be involved in the drafting and/or editing of their story
You should approach this project as a collaboration between the individual sharing their story and your organization. If you don’t give beneficiaries the option to help shape the portrayal of their story, they may risk losing their voice. Even if the beneficiary does not want to be an active participant in the editing process, make sure to show them the final product before you share it publicly.
7. Not all stories need to be shared publicly
Give beneficiaries the opportunity to share their story, even if it’s not disseminated publicly. Sometimes, it’s best to have an individual share their story in a private setting, whether it’s just with you or select members of your team. Sharing your story can be an affirming or life-changing experience, especially if the audience is invested in addressing the challenges faced by the beneficiary.
On the other hand, you may collect a story that’s intended for public dissemination, but you may decide not to share it. Sometimes, the story you hear may not resonate with your audience or contains details that are difficult for people to hear.
8. Stories aren’t shared in a vacuum
The biases and assumptions of your audience are going to color the way they perceive individuals portrayed in your storytelling, and you don’t want your content to reinforce these biases. As a result, it’s a good idea to make yourself aware of what assumptions exist about the populations who benefit from your organization’s services.. Your content may reach a large audience and you want to be thoughtful about the portrayal of your beneficiaries. It may be helpful to conduct research on how members of the group you’re interviewing talk about themselves or if guidelines exist for discussing specific populations. For example, if you are sharing stories about people with disabilities, you can refer to the American with Disabilities (ADA) National Network’s guidelines.
9. Ask for guidance
There will be times when you are uncertain about various components of your storytelling. Is it ok to share this story? Is this an over simplistic portrayal of a beneficiary? The best course of action isn’t always going to be obvious, so you shouldn’t hesitate to consult with your team members, your organization’s leadership, or experts in your field.
The author would like to thank Camila Salvagno, Program Manager of Constituent Services at RIP Medical Debt, for sharing her expertise and advice on ethical nonprofit storytelling.
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Adeena Eisen
Adeena Eisen is a Project Manager at Donorly. She is passionate about helping organizations best serve their beneficiaries. When she’s not thinking about nonprofit storytelling, she can be found reading a novel or scrambling up a rock climbing wall.