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. Instead of “Your donation helps our education program,” try: “Your donation helped Priya learn to read—and now she’s top of her class.”
- 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 rather than using them as props
- Amplifying voices without sensationalising or distorting them
- Protecting the dignity and safety of those whose stories you share
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.
Example: Instead of “Sarah is bipolar,” try: “Sarah is a teacher, a mother, and a fierce advocate for her community.” - 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.
Sensitive Storytelling in Practice
Original Story (Poorly Written)
“Maria is a refugee who escaped from war. She lost everything—her home, her family, her dignity. But thanks to the generosity of donors like you, Maria has a chance to rebuild her life. She lives in a small, dark room with nothing but a bed and a few belongings. She’s struggling, but she has hope. With your continued support, we can help Maria live a better life. She needs you to give now.”
Revised Story (Sensitive Storytelling Version)
Maria’s story begins in a small, crowded village, a place where she and her family once felt safe. But everything changed when conflict swept through her country. Maria, along with her young children, had no choice but to leave behind everything she knew; the sights, sounds, and smells of home, facing an uncertain future in a foreign land. It wasn’t easy. The days blurred into one another as they navigated language barriers, missed opportunities, and the pain of separation from family.
Yet through it all, Maria’s resilience shone through. Every day, she wakes up with a quiet determination, not to be defined by what she lost, but by what she has the power to rebuild. Maria has dreams, big ones. She’s already enrolled in English classes, and every day she grows closer to her goal: becoming a teacher so she can pass on the lessons she’s learned and inspire others to rise above their own challenges.
With the support of generous donors like you, Maria has begun to find her feet in this new chapter. She’s found a safe, stable place to call home – one where she can begin to dream again.Your contribution has done more than help her survive – it’s given her the tools to live a better life. But Maria’s story isn’t finished. With your continued support, she’ll have the resources to reach her fullest potential, not just for herself, but for the community she’s so excited to serve.
Reflection and Key Learning Points:
- Empowering Language: The revised story focuses on Maria’s resilience and determination, rather than just the hardships she faces. The message emphasises her active role in shaping her future and presents her as
- someone who is capable of achieving her dreams.
- Multi-Dimensional Portrayal: In the revision, Maria is shown as a person with ambitions and goals. She is not just a “victim” of war but a complex individual with a sense of agency and purpose.
- Collaboration and Consent: The revised story positions Maria as an active participant in her own narrative. The reference to her goals and the way her story is framed shows respect for her voice and choices.
- Dignity: The revised version avoids sensationalising Maria’s living conditions. Instead, it acknowledges her struggles with dignity, focusing on how far she’s come and what she’s working toward, rather than just what she’s lost.
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