Episode 221: Ethical Storytelling in Nonprofits: Balancing Impact and Dignity
Release Date: January 7, 2025
Introduction
In this compelling episode of What the Fundraising, host Mallory Erickson delves into the crucial topic of ethical storytelling within the nonprofit sector. Joining her is Diana Farias Heinrich, CEO of Abraham Marketing and an advocate for ethical storytelling practices. Together, they explore the delicate balance between creating impactful narratives and maintaining the dignity of the individuals featured in nonprofit stories.
Guest Introduction: Diana Farias Heinrich
Diana Farias Heinrich brings a wealth of experience to the conversation. With a background in project management and marketing, Diana transitioned into the nonprofit sector, where she identified significant gaps in how stories are collected and shared. Her dedication led her to develop the Equa Story Framework, a comprehensive approach to ethical storytelling tailored for nonprofits.
"I am an ethical storytelling champion. I am the CEO of Abraham Marketing, and through my consulting business, I help nonprofits tell their stories ethically with integrity, so that everyone in the storytelling process has a good experience and communities are strengthened."
— Diana Farias Heinrich [01:52]
Unveiling Unethical Storytelling Practices
Diana begins by sharing a personal anecdote that underscores the importance of ethical storytelling. Early in her nonprofit career, she encountered a situation where the publication of a young mother's story inadvertently put her at risk, highlighting the potential harm of careless storytelling.
"She had been in a domestic violence situation. So I had published her story without fully understanding the implications, and it could have led to her ex finding her."
— Diana Farias Heinrich [03:25]
This experience was the catalyst for Diana's commitment to ethical storytelling. She emphasizes that unethical practices not only jeopardize the individuals featured but also erode trust within the community.
The Equa Story Framework: A Structured Approach
Diana introduces the Equa Story Framework, a four-step process designed to ensure ethical storytelling in nonprofits. The framework encourages organizations to adapt and refine the process based on their unique interactions with their communities.
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Explore (E)
Gathering comprehensive background information by collaborating with direct service staff who understand the clients' circumstances."First, to get all of your background information... knowing that they were not in a crisis mode."
— Diana Farias Heinrich [07:43] -
Cue for Questions (Q)
Crafting open-ended, strengths-based questions that allow individuals to share their stories without retraumatization. This step also involves being prepared to respond compassionately if difficult emotions arise during the interview."Are they open-ended, are they strengths-based questions that let them shine?"
— Diana Farias Heinrich [09:12] -
Approve (A)
Ensuring that the individuals have control over their stories by allowing them to review and modify their narratives before publication."They have given their consent and have the option to change their mind."
— Diana Farias Heinrich [29:51] -
Support (S)
Fostering an organizational culture that prioritizes the dignity and agency of clients over fundraising pressures, thereby creating a safe environment for ethical storytelling."It's an organizational culture change where everyone's on the same page, that the client's dignity and agency are first and foremost."
— Diana Farias Heinrich [16:41]
Balancing Impact with Dignity
The conversation highlights the tension between creating emotionally impactful stories that drive donations and ensuring that these stories do not exploit or harm the individuals involved. Diana advocates for a community-centric approach, drawing from successful marketing strategies used in the for-profit sector to showcase positive transformations rather than solely focusing on trauma.
"We guilt shame our donors into giving, but there's value in inspiring rather than shaming."
— Diana Farias Heinrich [25:41]
Personal Regulation and Organizational Support
Discussing the emotional toll of handling sensitive stories, Diana emphasizes the need for personal regulation techniques and organizational support systems. She shares practical strategies, such as deep breathing exercises, to help interviewers manage their own emotional responses.
"Taking three big belly balloon breaths... by the end of that third breath your nervous system is calmer."
— Diana Farias Heinrich [19:27]
Moreover, Diana stresses that ethical storytelling should not rely solely on individual resilience but require systemic changes within organizations to provide adequate support and resources for those involved in the storytelling process.
Measuring Success Beyond Metrics
Shifting the focus from traditional fundraising metrics, Diana encourages nonprofits to evaluate the success of their storytelling based on the ethical standards upheld and the long-term relationships built with their communities. This involves assessing how stories resonate with both the individuals featured and the donors, ensuring that the narratives foster genuine connections rather than superficial impact.
"How would you feel about it five years later? Does the story still represent you authentically?"
— Diana Farias Heinrich [25:41]
Conclusion and Call to Action
Diana concludes by inviting listeners to engage with the Ethical Nonprofit Summit and connect with her on LinkedIn to further the conversation around ethical storytelling. She underscores the importance of continuous dialogue and collaboration in transforming nonprofit storytelling practices.
"What may be ethical to me may not be ethical to you. We all have to work around constraints and figure out a better way forward."
— Diana Farias Heinrich [32:28]
Key Takeaways
- Ethical Storytelling is Crucial: Ensures the dignity and safety of individuals while fostering trust within the community.
- Equa Story Framework: A structured approach to ethical storytelling encompassing exploration, questioning, approval, and support.
- Organizational Culture Matters: Success in ethical storytelling requires systemic support and a shift in organizational priorities.
- Beyond Metrics: Evaluating the impact of stories should include long-term relationships and authentic representation, not just immediate fundraising results.
- Continuous Learning and Adaptation: Engaging with platforms like the Ethical Nonprofit Summit can help organizations stay informed and committed to ethical practices.
Further Resources
- Ethical Nonprofit Summit: ethicalnonprofitsummit.com
- Connect with Diana Farias Heinrich on LinkedIn: Diana Farias Heinrich
Closing Thoughts
Mallory Erickson wraps up the episode by encouraging listeners to rethink their storytelling strategies, prioritize ethical standards, and seek out resources that support these values. She reiterates the importance of the collective effort in transforming the nonprofit sector to better serve both donors and the communities they aim to help.
"If you enjoyed this episode, share it with a friend or leave a review. I'm grateful for all of you and the good hard work you're doing to make our world a better place."
— Mallory Erickson [33:19]
This episode serves as a profound reminder that while storytelling is a powerful tool for fundraising and engagement, it must be approached with responsibility and respect for the individuals whose stories are being told. By implementing frameworks like Equa Story and fostering supportive organizational cultures, nonprofits can achieve impactful yet ethical storytelling that honors all parties involved.