After I first began working within the nonprofit sector, I used to be bright-eyed, keen, and deeply passionate concerning the causes I served. Like many new graduates getting into this discipline, I needed to make use of my expertise to make a distinction and to contribute to my group.
I discovered myself beginning my first nonprofit place as a Growth Affiliate for a veteran service group. I had quite a lot of expertise fundraising for causes all through highschool and faculty, so I used to be wanting to take my boots-on-the-ground learnings to the subsequent stage, by studying from seasoned fundraisers. My function shortly developed into one the place I “wore many hats”, together with crafting e-mail communications, managing peer-to-peer campaigns, writing grants, attending group occasions and organizing particular occasions.
As widespread as these duties had been, all of them had one factor in widespread: storytelling.
I quickly realized that our supporters, potential donors, grantmakers, and group members yearned to listen to the tales of the individuals we served. They needed to grasp precisely how our programming impacted the lives of veterans in want. They needed to know the way their financial contributions led to large influence. They needed to grasp why these hardships occurred to our nation’s heroes, and the way we deliberate to offer long-term options.
They needed actual tales, instructed by actual individuals.
However what I didn’t know on the time was that accumulating and sharing these actual tales from actual individuals may end up in actual hurt. Trying again, I want somebody had instructed me: You do not want to threat retraumatizing your group to boost cash. By way of moral storytelling, we are able to do higher, for everybody concerned.
The Nicely-Intentioned Hurt
In my earliest nonprofit roles, the dominant narrative was: “Tales are the forex of fundraising” – and that continues to be true to today! Genuine influence tales are essentially the most highly effective software to attach donors on to the mission.
However there are old school story assortment strategies which can be problematic. Typically, we might ask individuals to relive their most painful moments on digicam. We’d lean into the “earlier than” of their story, typically greater than the “after,” as a result of the battle made for extra compelling appeals.
And we known as it “influence.”
The reality is, influence tales needs to be about dignity, company, and empowerment – not voyeurism or pity. Once we rush to gather tales for fundraising campaigns, grants, or particular occasions, with out cautious thought, we threat utilizing individuals as props in our fundraising narratives. We threat decreasing people to the worst factor that ever occurred to them.
That isn’t to say that we did these practices with the intention of inflicting hurt. Actually, it was a lot the alternative! We actually believed that this was an inexpensive factor to do in an effort to elevate extra funds to proceed serving an increasing number of veterans in disaster conditions.
However what I do know now, and what I wish to inform each new nonprofit skilled, is that there’s a higher means. You possibly can accumulate highly effective, shifting tales with out inflicting hurt. And it begins with embracing moral storytelling rules.
The 5 Rules of Moral Story Assortment
By way of my work at MemoryFox, I’ve had the distinctive honor of making the nonprofit sector’s first Moral Storytelling Report. Now in its second iteration, the 2024 Moral Storytelling Report is supplied with methods from greater than 30 moral storytelling thought leaders and nonprofit professionals. Right this moment, I’d like to share the fundamentals of accumulating tales out of your group in an moral means. Listed here are the 5 rules I want I had identified from the beginning:
- Give Your Group the Microphone
With at present’s know-how, nonprofits not want to talk for others. Once you give your group members the chance to share their tales themselves, you empower them to precise their experiences in their very own phrases and in their very own means. This strategy not solely amplifies genuine voices but additionally exhibits respect for the people’ autonomy, permitting them to form the narrative and spotlight what’s most essential to them.
- Encourage Sharing When & The place They Are Comfy
Offering a secure and cozy atmosphere for storytellers is essential. When people really feel pressured or uncomfortable, they could not share the complete extent of their experiences, or they may really feel susceptible afterward. By permitting storytellers to share when and the place they really feel most comfortable, you scale back stress, construct belief, and create area for real and impactful storytelling. Contemplate letting them select their most well-liked setting, time, and medium – whether or not that’s face-to-face at a park, by means of a written submission in a letter, or by video submitted by way of MemoryFox from the consolation of their very own house.
- Be Upfront About How You Intend to Use Their Story
Offering info forward of time is the kind of transparency that’s completely key in moral storytelling. Storytellers need to know precisely how their story can be used and in what contexts it should seem. For instance, a person may be extra keen to offer private particulars for a confidential grant report however might really feel uncomfortable sharing the identical info on social media. By being clear and upfront about your intentions, you give them the facility to determine what they’re comfy with and regulate their stage of sharing accordingly. This honesty fosters belief and mutual respect.
- Use Prompts With Power-Primarily based Messaging
The questions you ask will form the tales you obtain. Power-based prompts encourage storytellers to deal with resilience, achievements, and optimistic outcomes, which may result in highly effective, uplifting narratives that commemorate the strengths of the group relatively than emphasizing challenges. Mirror on whether or not your questions spotlight empowerment, hope, and development. By framing prompts this fashion, you not solely obtain tales that align with these values but additionally help storytellers in sharing experiences that they really feel happy with.
- Seize Tales in Actual-Time & All 12 months Lengthy
Reminiscences fade, and feelings change. Capturing tales as near the precise occasion or expertise as attainable helps to retain the authenticity and keenness of the second. Actual-time storytelling gives a extra correct, vibrant account of the storyteller’s emotions and experiences. This strategy ensures that your narratives are wealthy, partaking, and real. Each time attainable, present alternatives for quick reflection, akin to recording brief movies or audio clips on-site, or providing digital choices that enable group members to share whereas the expertise is contemporary.
Why This Issues for New Nonprofit Professionals
Once you’re early in your profession, you may really feel torn between the calls for of fundraising and your private ethics. You could hear, “We want this story to shut a grant,” or “Our gala video gained’t work and not using a compelling shopper story.” However your function isn’t simply to gather content material – it’s to guard the dignity of the individuals whose tales you might be privileged to listen to.
Moral storytelling is not only a “courteous factor to do”, it’s a accountability. The belief that program individuals place in us is sacred. We should steward that belief with care.
The excellent news is that there’s a rising motion within the nonprofit sector towards trauma-informed, consent-based storytelling! Actually, 84% of nonprofit professionals say that they contemplate moral storytelling to be extraordinarily essential to them.
In case you’re studying this as a brand new graduate, know that you’ve the facility to advocate for higher practices, even early in your profession. Ask questions when accumulating tales. Converse up in the event you really feel uncomfortable with how a narrative is getting used. Recommend options that honor each the storyteller and the mission.
Bear in mind, You Can Increase Funds AND Defend Folks
Right here’s the very best half: Moral storytelling works. In accordance with the Moral Storytelling Report, 42% of nonprofit professionals have already seen moral storytelling practices result in a rise in funds raises, whereas 37% haven’t personally made adjustments, however imagine it should work once they do.
Essentially the most compelling tales usually are not those that exploit vulnerability, however the ones that commemorate resilience. As you enter the nonprofit sector, I hope you carry this lesson with you. You don’t have to decide on between elevating funds and doing what is true. You are able to do each!
As a result of on the coronary heart of each nonprofit mission is a dedication to individuals. Let’s be certain our storytelling displays that.
