Storytelling has the transformative power to engage and connect with audiences on a profound level. Unlike mere statistics, stories have the ability to humanize the impact that nonprofits make, giving a face and a voice to the change being created.
With nearly 1.8 million charitable nonprofit organizations in the U.S., it is crucial for nonprofits seeking deeper connections with donors and stakeholders to master the art of storytelling. Speak with program staff, attend events or review case notes to identify individuals whose experiences embody the nonprofit’s impact. Incorporating personal narratives in annual appeals, impact reports, donor communications and social media can evoke hope and awe with an arc — a person with strengths and aspirations faces a challenge, they discover a solution, and the outcome is a noticeable change.
Nonprofit storytelling creates relatability and bridges the gap between the nonprofit’s programs and the people they serve, illustrating outcomes in a way statistics can’t. With such power, it’s important that nonprofits tell their stories in a way that is honest, truthful and respectful — both to the donor and to the individual sharing their personal story.
Create narratives that are as respectful as they are impactful by incorporating these elements of ethical storytelling.
The 5 Pillars of Ethical Storytelling Every Nonprofit
Should Embrace
#1. Readiness
The journey of sharing personal experiences should be navigated carefully. Ensuring individuals are fully prepared to share their experiences is fundamental to ethical storytelling.
Sharing stories while individuals are still in active trauma risks re-traumatization. Waiting until they have found resolution or have nearly completed their journey with the nonprofit’s services shouldn’t be overlooked. Creating a narrative arc that inspires should never come at the cost of re-traumatization.
Best practices for ensuring readiness can include:
- Establishing trust and building relationships over time to provide a supportive, comfortable environment when it comes time to share the story.
- Collaborating with other nonprofit staff to identify individuals who are ready and willing to share, including pre-interview discussions or check-ins.
- Respecting the individual’s right to decline to share their story, even if they initially agreed.
- Offering flexibility and the opportunity to revisit the conversation at a more comfortable time.
#2. Informed Consent
Informed consent is the cornerstone of ethical storytelling. Consent must be given freely, without pressure and with a clear understanding of the story’s purpose, reach and process. It also includes the opportunity for clarification and check-ins at every stage. This step reaffirms the subjects’ autonomy and respect in the storytelling process, allowing them to withdraw their story if they choose.
This transparency empowers individuals to feel secure in sharing their experiences. They are sharing their story with the world, and it’s a privilege for donors and stakeholders to hear their journey.
When individuals aren’t ready or don’t consent, alternatives like composite stories — crafted from unidentifiable experiences of real people — may be used. However, this approach requires an added layer of transparency with the audience, using a disclaimer to state the story is not tied to a single person.
#3. Support & Sensitivity
Everyone involved in the process, from program staff to the storytellers themselves, must understand the goals and process clearly. Interviews should be conducted in comfortable spaces chosen by the story owner, ensuring they feel safe and at ease. Avoid judgmental, insensitive or traumatic questions, and always center the storyteller’s voice, respecting their boundaries at every step.
During the interview, re-traumatization can be mitigated by taking breaks, offering support during emotional moments and maybe even having a person the individual trusts standing nearby for additional comfort. Sensitivity also extends to the aftermath of interviews. Program staff should have time and resources to process difficult emotions that may arise, and the story owner should also have dedicated time and resources to ensure they feel valued and protected.
#4. Asset-Framing
Asset-framing is a narrative approach that emphasizes individuals’ strengths, aspirations and contributions before addressing their challenges or deficits. Other times referred to as people-first language, asset-framing honors the dignity of the storyteller and fosters a more empowering and hopeful narrative.
By focusing on aspirations, nonprofits can shift from deficit-based storytelling to respectful narratives that inspire and motivate. Some do’s for asset-framing:
- Don’t define an individual by their circumstances. This can mean avoiding language like “a cancer patient” or “a disabled person” and using language like “a person facing cancer” or “a person living with disabilities.”
- Emphasize what the individual wants to achieve more than what they hope to avoid. This puts the focus on hope rather than fear.
- Highlight systemic or external factors, using data as backup, as the source of the problem to avoid victim-blaming, perpetuating stereotypes or reinforcing negative narratives.
#5. Agency & Approval
Nonprofits must respect the story that individuals choose to share, even if it diverges from the organization’s preferred focus. Prioritizing the storyteller’s comfort and ease fosters trust and creates a safe environment for sharing.
Additionally, story owners should have oversight, including the ability to review, edit or withdraw their stories. Be open and honest about how the story will be used, ensuring alignment with the storyteller’s expectations.
Nonprofits may also choose to compensate the storyteller for their time and contributions. This doesn’t have to mean monetary compensation, but something that is comfortable for the organization to offer as well as one the story owner feels empowered to accept.
Share Small Stories with Big Impact
Ethical storytelling is more than just a tool for engagement — it’s a commitment to dignity, authenticity and impact. By focusing on readiness, informed consent, support and sensitivity, asset-framing, and agency and approval, nonprofits can craft narratives that inspire hope and drive meaningful connections. These stories, whether shared in annual reports, donor letters or on social media, have the power to elevate your mission and deepen your relationship with supporters.
At 1905 New Media, we specialize in helping nonprofits bring these stories to life. From developing compelling short stories to crafting full-scale narrative campaigns, our team understands the nuances of ethical storytelling and how to connect with your audience. Let us help you share your mission in a way that resonates and drives results. Learn how we can support your nonprofit’s storytelling journey with our content writing services — contact our team today.