We all know how powerful storytelling can be in fundraising.
It’s not just about delivering a message, it’s about sparking real empathy, inspiring action, and forging a personal connection with our audience. We’ve seen firsthand how a well-crafted story can pull at heartstrings and drive people to give. But here’s the thing: with that power comes responsibility. Especially when we’re telling the stories of real people facing tough circumstances, it’s crucial that we handle their narratives with care and respect. At the end of the day, it’s not enough to evoke emotion, it’s about inspiring lasting change – and forging long term relationships.
Why Stories Work in Fundraising
Stories tap into the emotions of your audience in a way that facts alone can’t. Studies show that storytelling activates the areas of the brain linked to empathy and action, making it a powerful tool for fundraising. Here’s why:
- It Demonstrates Impact: Concrete examples of how donations help real people bring your cause to life.
- It Fosters Connection: A good story makes your donors feel personally involved, not just as contributors, but as part of the cause’s success.
- It Inspires Action: Stories of people who have overcome challenges or achieved success can motivate your audience to give, volunteer, or advocate. When your audience feels emotionally invested in the story, they’re more likely to act.
What Is Sensitive Storytelling?
Sensitive storytelling goes beyond just sharing the facts, it treats people’s experiences with dignity and respect. It’s about being responsible with the stories you tell and how you tell them. In this approach, you’re a storyteller, not an owner of someone’s experience.
Sensitive storytelling involves:
- Collaborating with contributors to see how they want to share their story and making sure that they feel care for, listening to and respected during the whole process
- Amplifying voices without sensationalising or distorting them
- Protecting the dignity and safety of those whose stories you share
- Time to connect with people before filming and after filming – rushing people can cause the stress and make them feel unworthy
Five Principles for Sensitive Storytelling
Here are five guiding principles for telling impactful and ethical stories in fundraising:
- It’s Not Your Story
The individuals whose stories you share are the true experts of their own experiences. Involve them every step of the way, from brainstorming to final approval. This not only makes your story authentic but empowering for those involved.
Ask yourself: Did I collaborate with the person behind this story, or did I just write it for them? - Do No Harm
Your priority should always be the well-being of your contributors. Could sharing this story harm them or reopen emotional wounds? If so, find ways to share the message without causing harm.
Tip: Always offer support resources in case a painful experience is triggered. - People Are Multi-Dimensional
Don’t reduce contributors to stereotypes. They are complex individuals with dreams, strengths, and emotions. Show the full picture.
- Consent Is More Than Paperwork
Real consent goes beyond signatures. Make sure the person understands how their story will be used, and give them the power to withdraw consent at any time.
Checklist for consent:
Did you explain where, when, and how the story will be shared?
Did they have a chance to ask questions? - Do Your Research
Misrepresentation can harm individuals and communities. Invest time in understanding the social, cultural, and economic realities of the people you are telling stories about.
Tip: Collaborate with cultural experts to ensure your story is accurate and sensitive to the context.
Why It Matters
Sensitive storytelling is about more than just following ethical guidelines, it’s about building trust with your contributors and your audience. When you prioritise empathy and respect, your stories become more authentic and impactful, making them more likely to inspire the change you hope to see. When fundraisers tell stories this way, they not only elevate the voices of those you serve, but you also ensure that your campaigns resonate with your audience in a way that motivates them to act.
Actionable Takeaways
- Do collaborate with the people behind the story
- Don’t exploit vulnerable moments for shock value
- Do ensure every individual’s dignity is maintained
- Don’t generalise or reduce people to stereotypes
- Do empower contributors to tell their story the way THEY want it to be told
Sensitive storytelling is embedded in all areas of our work at Laundry Lane. If you would like to learn more about this approach for both video and animation please get in touch.
