For most nonprofit organizations, storytelling plays a vital role in raising awareness, connecting with supporters, and inspiring action. Effective storytelling can humanize the impact of your work, contradict stereotypes, and create a lasting emotional connection with your stakeholders. However, it is crucial to approach storytelling with respect and sensitivity towards the individuals whose stories you are sharing in order to avoid risks of retraumatization or harm in the storytelling process. In an ideal world, your stakeholders will feel proud to share their stories. In this blog post, we will explore seven key strategies to respectfully engage your stakeholders in nonprofit storytelling.
- 1. Build Relationships First
- 2. Choose Story Gatherers Carefully, and Aim for Identity-Alignment Whenever Possible
- 3. Let Those Sharing Their Stories Know What To Expect and Ask Them What They Need to Feel Comfortable
- 4. Ask Questions that Lead to Strength-Based Responses
- 5. Use a Stakeholder’s Own Words Whenever Possible
- 6. Give Your Stakeholders The Chance to Approve Their Stories and Story Usage
- 7. Diversify and Sunset Stories to Avoid Tokenizing or Making Someone a “Poster Child” for Your Cause
- 8. Compensate Your Stakeholders for Sharing Their Stories
1. Build Relationships First
Before diving into storytelling, take the time to build genuine relationships with the stakeholders whose stories you’ll tell. When we discuss stakeholders and storytelling, we’re primarily focused on your nonprofit’s beneficiaries, but stories can feature volunteers, staff members, and others who are directly involved with your organization, as well. All these groups benefit from authentic relationship building before storytelling efforts begin. By establishing trust and rapport, you create a safe and supportive environment for individuals to share their stories. Regular communication and personal interactions “without an agenda,” can foster a sense of community and encourage stakeholders to open up about their experiences.
2. Choose Story Gatherers Carefully, and Aim for Identity-Alignment Whenever Possible
The people you choose to gather stories on behalf of your nonprofit can have a huge impact on the overall storytelling experience and the end product. It is essential to select story gatherers who represent the diversity and experiences of your stakeholders. Many nonprofits engage with a diverse range of people from different backgrounds, cultures, and perspectives. Aim for identity-alignment whenever possible, where storytellers share similar backgrounds to those who will be asked to share their stories, or have personally experienced the issues your organization addresses. This approach tends to help your stakeholders feel safer and better understood when sharing their stories.
3. Let Those Sharing Their Stories Know What To Expect and Ask Them What They Need to Feel Comfortable
Before asking stakeholders to share their stories, provide them with clear information about the process and what to expect. Explain how their stories will be used, where they will be shared, and who will have access to them. It is essential to prioritize their comfort and consent throughout the storytelling journey. Ask individuals about their specific needs and boundaries, and be prepared to make adjustments accordingly. Respecting their privacy and autonomy is crucial in creating a safe space for storytelling. If at any time a storyteller wants to opt out of the process or decline having their information shared, they should feel comfortable doing so.
4. Ask Questions that Lead to Strength-Based Responses
When conducting interviews or conversations with stakeholders, frame your questions in a way that highlights their strengths, resilience, and achievements. Focus on their personal growth, positive experiences, and the impact they have made, rather than solely emphasizing their struggles or challenges. By taking a strength-based approach, you empower individuals to share inspiring stories that showcase their resilience and capacity for change. Of course, stakeholders may choose to respond however they like, and asking questions in a strength-based manner does not guarantee a strength-based response (it simply makes it more likely). A stakeholder describing their challenges and struggles in their own words is still a far better approach than a nonprofit generalizing those challenges in its communications.
5. Use a Stakeholder’s Own Words Whenever Possible
On a similar point, one of the core tenets of strength-based communication is to represent people in the way they want to be represented. Whenever possible, use the stakeholder’s own words to tell their story. Transcribe their interviews or record their statements accurately. This preserves their unique voice and ensures that their story remains genuine and true to their experiences. Avoid editing or paraphrasing their words to fit a particular narrative. Respect their perspectives and honor the authenticity of their storytelling.
6. Give Your Stakeholders The Chance to Approve Their Stories and Story Usage
Respectful storytelling involves giving stakeholders the final say in how their stories are shared and used. Provide them with the opportunity to review and approve any content that includes their narratives. This ensures that they feel heard, respected, and in control of their own stories. It is crucial to obtain written consent before publishing or distributing any material that features their personal experiences. And if at any point a story will be shared in a different context than you originally described to the stakeholder, you should go back to them for additional consent. A stakeholder should never be surprised by where, when or how their story shows up.
7. Diversify and Sunset Stories to Avoid Tokenizing or Making Someone a “Poster Child” for Your Cause
To prevent tokenizing or exploiting individuals by making them a “poster child” for your cause, diversify the stories you share, and don’t use any single story for too long a time period. Highlight a range of experiences and voices within your stakeholder community. Avoid over-representing a single individual or group, as this can perpetuate stereotypes and undermine the complexity of the issues you address. Additionally, periodically sunset stories by retiring them from active use. People change and evolve, and their stories should reflect their current experiences. For most organizations, sunsetting stories after 1-3 years of use is appropriate.
8. Compensate Your Stakeholders for Sharing Their Stories
Recognize the value of the stories shared by your stakeholders by offering compensation when appropriate. Compensation can take various forms, such as financial compensation, gift cards, or in-kind contributions. It is essential to acknowledge the time, effort, and emotional energy invested by individuals in sharing their personal experiences. By compensating stakeholders, you demonstrate your appreciation and commitment to fair and equitable engagement. If you’re unsure how much to compensate your stakeholders, think about how a professional would be compensated for a similar engagement. For example, if a stakeholder’s story will show up for millions of users in a YouTube ad that will run over the course of multiple months, look at SAG/AFTRA rate sheets to figure out how much a professional actor would make for a similar video shoot.
Engaging stakeholders in nonprofit storytelling requires a respectful and sensitive approach. Building relationships, selecting appropriate story gatherers, and aiming for identity-alignment are a few of the most important ways you can protect your stakeholders in the storytelling process. Informing stakeholders about how their stories will be framed and shared, and respecting their boundaries fosters a safe and comfortable storytelling environment. By asking strength-based questions and using stakeholders’ own words, you maintain the integrity of their stories, and prime your audience to understand their narratives in a fuller, more human way. Furthermore, giving stakeholders the opportunity to approve their stories and sunsetting narratives helps to avoid tokenization and support ongoing growth and change. Lastly, compensating stakeholders recognizes their contributions and shows gratitude for sharing their stories.
By embracing these strategies, you can create a storytelling culture within your nonprofit organization that amplifies the voices and experiences of your stakeholders while respecting their autonomy, privacy, and well-being. When done right, storytelling becomes a powerful tool for raising awareness, generating support, and driving positive change as you work toward your nonprofit’s mission.
Remember, at the heart of every story is a person whose voice deserves to be heard and respected. By approaching nonprofit storytelling with empathy, integrity, and inclusivity, you can cultivate a stronger connection with your stakeholders and make a lasting impact in your community.
