Nonprofit presentations that treat the vulnerable with dignity
Kindness can come naturally
Do you go out of your way to be sensitive to vulnerable people?
Many years ago as our family (of 10!) finished eating Shabbos lunch we heard a knock on our front door. A poor, disheveled man who knew my father walked in, said hello, and was promptly invited to join us for our meal.
With the last of the dirty plates cleared and leftover dishes of food in my hands I stood in the doorway to the kitchen and heard my father say, “How did you know we were just starting to eat? Perfect timing!”
He motioned for us to turn around and put the food back on the table, and without skipping a beat clean plates and cutlery were placed at each setting. We sat down in our seats again and continued our meal as if it had just begun, our guest being none the wiser.
For some people, being sensitive to those who are disadvantaged comes naturally.
But you and I have both witnessed many occasions in which the exact opposite occurs.
The nonprofit story minefield
Nonprofit marketing and fundraising can become a storytelling minefield. Even with the best intentions, it is so easy to hurt those whom we are working so hard to support.
It’s tempting to capture the raw emotion and agonizing vulnerability of nonprofit clients and turn these stories into the most riveting and sensational fundraising material. They’re bitter and filled with pain. They pull at donors heartstrings. They make us all cry.
And, marketing towards donors, sponsors, and foundations in some sort of compelling way is a necessary part of staying afloat and thriving in a competitive industry.
Nonprofit narratives should be kind
The storytelling MUST take place.
However, storytelling purely in the eyes of a potential donor is not the only perspective that needs to be considered. We must also make sure that the stories we tell are accurate, empowering, and consensual of the people that we are fundraising for. These stories can have a huge impact on the subjects’ lives, and how they are understood and remembered.
While working hard to support those who are vulnerable we must make sure to be sensitive, treat them with respect and dignity, and avoid capitalizing on their vulnerability.
5 steps for ethical storytelling
Knowing this, The Berkeley Group compiled a series of steps (listed below) to help nonprofits in telling an ethical story.
Input
Get input from the people whose stories you are sharing. Ask them how they would like their stories to be told.
Consent
Ask constituents directly if they're comfortable having their personal stories shared, how they'd like to be named, and if it's ok to use photos of them.
Authenticity
Refrain from stereotyping, over-dramatization, or simplifying. Avoid making a story something it is not.
Admin
Create a clear, standardized document that lets the person being interviewed know how his / her story or photo will be used.
Consultation
Seek advice in gray-area situations and get opinions from other community leaders if there are any ethical questions.
Raise funds while preserving dignity
Marketing towards donors, sponsors, and foundations in some sort of compelling way is a necessary part of staying afloat and thriving in a competitive industry.
The client storytelling MUST take place.
But, while we work hard to support those who are vulnerable, we must make sure to be sensitive, treat them with respect and dignity, and avoid capitalizing on their vulnerability.
Photo credit: Hush Naidoo Jade Photography on Unsplash