ARE YOU TELLING ETHICAL FUNDRAISING STORIES?
We all know good storytelling is crucial to fundraising.
But what makes a fundraising story “good”?
There are the core storytelling elements we often talk about in consulting convos, on podcasts, and at conferences, like:
A single, primary individual (or family, or other small group) at the center
A problem to be solved or a need to be met (which will come forward at the call to action, inviting the reader into the story)
Vivid sensory details that bring the reader “into the scene,” body and soul
Emotional resonance, creating an emotional connection between the story’s subject and its reader.
But what about the HOW of our storytelling?
How are we seeking, collecting, shaping, and and sharing these stories?
And is it ethical?
Of all the questions and concerns I hear from nonprofit execs, I’m sad to say these are near the bottom of the list.
Not because they don’t care.
But because our fundraisers are under intense pressure to raise more, raise more, raise more. And to do it as quickly and easily as possible.
And because our teams are too often understaffed, or without the tools, training, or systems to make it happen.
And you know what? It does take real time and resources to do good storytelling, ethically. It’s a real investment.
But — If we care deeply about the wellbeing of people and communities, this is our responsibility. It’s our job to do everything we can to prevent doing harm in the name of our mission.
So what does ethical storytelling look like in fundraising? Here’s a (not at all exhaustive) starter list:
Getting serious about consent. Understanding that it’s so much more than a one-time question asked, box checked.
A new mindset on who “owns” the story. (Hint: It’s not your organization.) Anyone who shares their story with us is the Story Owner. They’re not just a story-teller. Not just an interviewee or a narrator. This mindset shifts literally everything.
Honoring the whole person, beyond the “problem/solution” framework. This doesn’t mean ditching it! Instead, it means ensuring that our stories authentically represent the strengths, gifts, joys, and resilience of people — which always exists alongside problems and needs.
It’s trauma-informed. Don’t think this only matters for folks working in social services, mental health, or disaster aid. If you’re fundraising for a symphony orchestra or a university or a soccer league, you need to know this stuff! Because trauma — in some form or other — affects all living beings (including your staff and donors).
Don’t let anyone tell you this is an either/or proposition!
It’s 100% possible to do ethical storytelling AND raise the all funds we need — and then some. I know this to be true, because I’ve seen it. I’ve done it.
If you could use support with ethical storytelling at your org, I’m here for you. Let’s chat.