Storytelling in social organizations takes many different forms. Each story, from testimonials to articles to newsletters, holds the potential to engage audiences in the cause.
In our hyper-connected digital age, communicators face challenges to craft stories not only to draw attention but also to reflect ethical values. As we learn how to put our values into practice, we can strengthen trustworthiness, credibility, and participation.
I use the phrase “social cause organization” to refer to an organized group of people who work to further a specific policy, support programs, or raise awareness of an issue. Whether organized as a 501(c)3 nonprofit, a grassroots campaign or beyond, these groups tend to have a spokesperson or formal communicator role to strategize their message and outreach.
Some people in the communication role might be a part of the community the organization serves, which is beneficial. However, some of the people might be outsiders. These questions are beneficial for both communicators. However, they should not be answered in a vacuum or only once. All effective communicators and storytellers practice constant reflexivity and build relationships in the community. As we build, we learn and grow. Our reflections may shift or expand, and we adapt to the community’s and the audience’s needs.
I’ve worked in different areas of communication, including creating blog content, social media posts, and donor appreciation letters, for different social causes. Each project benefitted from asking these questions before, during, and after the process of storytelling.
1. Why now?
While the communication strategy might be planned out for the quarter, consider how current events impact your audience. National and local events may influence how your audience interprets the story, and the timing and context matters. Does telling it now show awareness and respect for others? Does your audience need to be told at this time?
Also consider the specific goal, not just the purpose. Typically, the purpose is to connect the audience to the organization’s cause or work. However, the goal has to do with what the story should accomplish: educating, fundraising, increasing participation, and so on.
A measurable goal will reveal how the audience received the story and gauge the storytelling effectiveness. If it is not an appropriate time to share, then you may not achieve your goal and you may lose credibility with your audience.
Connecting with your audiences and community is crucial; the stronger the relationships, the easier it is to know when stories will serve your purpose and goals well.
2. Whose voice is centered?
This question dives beneath the teller of the story and into the worldview through which the story is told.
Mainstream social cause storytelling in the U.S. has historically been (and still is) saturated with whiteness-centered storytelling. Communicators can encourage a more equitable storytelling culture by recognizing hidden narratives and dismantling white supremacy laced in stories. This is critical storytelling and a lifelong learning process for many.
An uncomfortable and critical question for white privileged communicators like me: How can we hand the microphone to someone else? In her article “The Problem of Speaking for Others,” philosopher and professor Linda Martín Alcoff explains how stories function on different levels; shaping public opinion as well as conveying a person’s behaviors. Consider how the audience will interpret your [re]telling; it should influence how you edit and disseminate the story.
Centering the voice of another person requires ethical practices of interviewing, crafting, and sharing.
Be aware of what you’re bringing into the storytelling process –any biases, generalizations, and assumptions will show up without constant reflexiveness. But don’t stop at awareness; working through implicit biases takes time and intentionality.
When interviewing or gathering information, connect with the person where they are comfortable. Pay attention to body language and proxemics, both theirs and yours. It’s a privilege to tell stories, so urge them to steer the narrative; avoid leading questions or interrupting with your own stories. Listen to understand rather than to respond. If the story you thought you were telling takes a turn, then turn with it.
While crafting the story, note how the person wanted to frame their story. Choose words and details that convey their framework. Avoid generalizations and recognize individuality. As you work, think about whether the story rings true to the person (see question four).
3. Who benefits and who doesn’t?
The tellers hold a great deal of power; they choose the framework, reveal underlying beliefs, and ultimately influence people’s perceptions about other people.
Have you reflected on underlying beliefs about the people your organization serves? Are there generalizations you need to work through to make sure they don’t show up in your word choices and framework?
Consider who benefits from this story being told by you right now. Don’t just think about the goal, but also think about people within the story and people related to them. Take time to ask the difficult question: who doesn’t benefit?
The story’s creation and dissemination have tangible consequences. Everyone involved in the process would benefit from the tellers’ constant self-reflexivity.
Use people-first language and examine word choices for underlying meaning. The difference between “a homeless woman” and “a woman experiencing houselessness” is more than one word. The latter phrase recognizes the person first rather than her situation. This can deter stereotypical visualizations. Also, the word “houselessness” more accurately describes the situation—the woman does not live in a house—as opposed to interpretive meaning of “home,” which holds connotations about relationships and belonging that are not necessarily tied to a physical space of living.
4. Does this ring true?
Ask the person at the center of the story if this rings true to their experience. Acknowledge that individuals in the community have unique experiences. Avoid sweeping statements of any kind, and never treat any person as a statistic to prove a point.
In most cases, I recommend sending the full draft to the person or people who have given you the opportunity to share their story. Be willing to make changes to your work. Highlighting a person or a small group of people should never feel like exploitation, and this can be tricky in a sector heavily funded by donations.
Like the organization Ethical Storytelling™ describes, steward stories in a way that recognizes the person’s value instead of the message’s value.
5. How does this story promote equity & solidarity?
Ethical values tend to reveal themselves in subtle ways, and one of the most important is in its call to action. Despite the criticism, exploitation of people in vulnerable groups for monetary gain still happens in storytelling. The idea of “poverty porn” may come to mind, but less explicit examples happen as well. “White saviorism” continues to circulate under the false pretense of being an empowering or inspirational story.
Does the word choice recognize the individual’s value rather than promote pity? Does it frame opportunities to live in solidarity rather than stop at guilt or charity?
Every question here is not just for the story you’re telling at the moment. Look at all of the narratives throughout the organization over time and ask how they embody ethical values.
Collect data to show how your organization has, can, and should progress toward more ethical storytelling. While she works in the entertainment industry, Script Supervisor Jessica Heidt showed how gathering quantitative data can help storytellers recognize gaps in representation. Measure both the messages and effectiveness of your storytelling.
Storytelling in Community, as Community
Our storytelling process should recognize the complexities of different human experiences and reflect humility. These five ethical questions are not an exhaustive list, but a starting point.
We can show values of justice and community orientation through storytelling. As Alcoff urges advocates, we should not speak on behalf of people but rather with people. Making intentional space for people to share their stories their way takes time and effort. This is, particularly for outsider communicators, an ethical and more meaningful use of a communicator’s role.
The process of crafting and sharing stories can build a more equitable, compassionate world. We must be dedicated to learning from inevitable mistakes. We must learn to offer critical yet grace-filled feedback when we see growth opportunities. We can learn from audience feedback and strengthen relationships with our community. When we cultivate ethical storytelling practices, we can build trust and better serve each other.
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