One Big Change to Make for Ethical Storytelling

Nonprofit client storytelling can often be a cringe-worthy topic, but it doesn’t have to be. If we flip the script on the client story and instead frame it as a testimonial, it inherently adds dignity and respect into the process while jointly collaborating on client-related content that motivates donors to take action.

How do you do this? Create the content with and not about the participant.

At every in-house communications position I’ve held, from Brooklyn Public Library to a Feeding America food bank, staff and external stakeholders needed client stories: Donors required stories in grant reports; the fundraising team needed as them for appeals; and, of course, reporters want to put a face to the issues we’re helping solve. But — as we nonprofit folks know — many clients don’t want to be clients. And they certainly don’t want to talk about being a client. But in my 20-plus years of speaking with people attending social service programs, I’ve found that there is one thing clients do want to share: gratitude. And they are often happy to help you raise funds to help more people. So ethically empower them to do so.

EthicalStorytelling.com explains it simply: constituent first, donor second.

1. The Ethical Interview Process

Instead of asking people for their story, ask about their interactions with the nonprofit. Instead of hearing their history — what are the circumstances that brought them to us — I ask these questions:

• How did you hear about us?
• What do we provide that others don’t?
• What would you tell a funder who is hesitant to get involved?
• How has your interaction with us been?
• Anything else you’d like to say that I didn’t ask?

Everyone has an opinion. So let folks give it. Getting their perspective on the organization, rather than asking for personal details is easier to share. And helps empower clients to pay it forward.

2. Developing Ethical Content

Ensure you use person-first language that emphasizes the person versus their situation. This type of language doesn’t aim to make the participant look bad, perpetuate stereotypes about who we serve or to make the reader feel guilty — it’s more narrative.

This step also helps ensure you speak about the person the way you would speak with them. Would you ever ask someone “how did you come to be less fortunate?” No? Then don’t write about them that way, either.  

Bad: Stef is a low-income mother of three.
Better: Stef is a mom who lives in a low-income area.

Bad: Please donate to help the less fortunate, like Stef.
Better: Please donate to help ensure moms like Stef have a fully-stocked pantry.

These “better” examples have the same idea as the “bad” ones, but neither is degrading or embarrassing or defining the person by their circumstances.

Once you complete said ethically written content, share it with the participant to ensure accuracy and their comfort with what you’ve written. 

Note that, in the review process, it’s possible the participant will change their mind about sharing this content. It doesn’t happen often, but if it does — so that this work doesn’t go unused — you can ask if you can excerpt it by using an anonymous quote on social media, changing their name and any identifying characteristics, or use it in something less public, like an appeal. If it’s a hard no, respect that. But nine out of 10 times, they’ll review, edit and approve some version of it. Because they want to make a difference for others.

3. The Ethical Ending

After the content is picked up on TV or is sent in an appeal or used on social media, share the outcomes — where did we use it? Did people reach out to or to help as a result? And to, again, share a big thanks because putting a real face to an issue spurs people to action in a way that numbers don’t.

I get it If you’re thinking, “This is too much work. We’re not doing that.” Especially if you’re working at a nonprofit that has one person doing communications and development — or no one doing communications at all. But all relationships are work. And we as nonprofit staffers should strive to treat this one with dignity and respect like we would any other.

The preceding post was provided by an individual unaffiliated with NonProfit PRO. The views expressed within do not directly reflect the thoughts or opinions of NonProfit PRO.