Storytelling is a marketing and communications professional’s most powerful tool. It can inspire generations and create movements by connecting people with a narrative that resonates with them. As storytellers working in the nonprofit sector, it is crucial to craft campaigns and narratives through an ethical lens. This means that we need to keep nuances of diversity and inclusion in mind. Remember that it is not our goal to tell someone else’s story, but instead, we can help others to share their own stories. Here are four essential tips to help your charity tell ethical stories that foster empathy, understanding, and help your charity make a greater impact.
1. Not all stories are ours to tell, so embrace diversity and representation.
Ethical storytelling demands the inclusion of diverse perspectives and experiences. Communicators should look at themselves as catalysts to amplify voices. Avoid commodifying a narrative that is not yours or your charity’s. Challenge yourself to represent a wide range of voices, cultures, genders, ethnicities, and backgrounds in your stories. Seek input from individuals who belong to the communities you wish to share stories from and be open to their feedback, suggestions, and ultimately their personal experiences. Consider allowing other communities you don't represent, write and tell their own stories directly on your charity’s platform. This will mitigate your charity owning someone else’s narrative and telling their story for them. Authentic representation and genuine experiences will bring depth to your narratives and promote inclusivity in your community as well as within your organization.
2. Be an ally by cultivating empathy.
To tell any story ethically, we (as storytellers) must cultivate empathy within ourselves and ask the same of our audiences. Oftentimes, ethical storytelling centers around sensitive subject matter. In order to share these narratives in a way that is both respectful to the reality of the cause and mindful of personal experiences, we must approach storytelling through an empathetic lens. Storytellers can do this by delving into the emotions, struggles, and triumphs of a story’s subjects to create a bridge between the audience and charity, allowing the subject to share an alternative perspective.
Encouraging readers to understand and relate to others who may be different from them. For example, some Canadians may struggle to understand the nuances and hardships of being a refugee. As storytellers, it is part of our job to bridge this gap to help the audience emphathize with experiences and communities they may not understand. Empathy is powerful and can influence real-world attitudes as well as behaviours to encourage positive change.
3. Tackle social issues responsibly
When addressing any sensitive subject matter, conduct proper research and talk to those who are directly impacted or involved by the cause area. Do your best to ensure that your portrayal of the subject reflects the nuances of the issue and shines a light on those directly impacted. It is important to avoid over simplifying or commodifying any issue or community for the benefit of your charity as this could paint your charity in a negative light—potentially causing harm to those your charity is trying to help. Commit to education. Encouraging dialogue, amplify relevant voices, and provide reputable resources that allow others to further educate themselves on the subject.
4. With great power comes great responsibility. Consider power dynamics.
Storytellers hold a position of influence over their audiences. As fundraisers and communicators, our goal is to bring the audience into our mission and inspire their support. Don’t forget to be mindful of the power dynamics at play in your narratives and preconceived biases within your audiences. Avoid perpetuating harmful stigma or stereotypes, such as reinforcing gender roles or marginalizing underrepresented groups. Instead, use your platform to challenge and reshape these ideas, promoting equity, justice, and the support of often oppressed groups. Amplify voices that have been historically silenced and create narratives that inspire positive change and bring your donors into your mission by centering fundraising narratives around causes and the communities impacted. Share how your donors can make a difference in the cause area with your charity.
Ethical storytelling is not just about telling compelling anecdotes, it is about using your platform to make a positive impact and hopefully capture new supporters for your charity while regaining the attention of current donors. By telling stories ethically, we can create narratives that foster a deeper understanding of the world around us, promote inclusivity, and inspire meaningful change. Let's harness the power of storytelling for a better world.
Christine Alfred is a Public Relations and Marketing Coordinator at CanadaHelps, Canada’s largest online fundraising and donation platform that has raised more than $2.5 billion for charities over the last 22 years. Christine has worked at some of Canada's biggest PR agencies, with clients in food and beverage, cosmetics, lifestyle, finance, real estate, and more. Learn more at CanadaHelps.org.
