Ethical Storytelling on Social Media [5 Lightbulb Moments]
Several months ago I hosted an Instagram challenge with nonprofits across the country. On our last day of the challenge, we had a live Q&A and two of the attendees sparked a conversation that was a major moment for me.
➡️ When nonprofits illustrate their impact, programs, or services on social media... How can they do so without tokenizing adults and children?
➡️Why is there a history of doing that in the first place?
➡️Why do audiences... donors... supporters need to see poverty porn in order to take action?
I didn't know exactly how to answer these questions. I sat with it, opened conversations, and started really looking at the images - and the stories we tell online.
Where can we do better?
➡️ What systems of change need to happen internally in organizations so that they are not perpetuating the "savior" dynamic anymore?
And so, this panel about Ethical Storytelling on Social Media was born. If you're a passionate social entrepreneur, nonprofit leader, or supporter, this conversation is for YOU.
After this incredible discussion, I wanted to share some of the biggest lightbulb moments, takeaways, and points I’m reflecting on. My inbox was FULL of comments, questions, and gratitude to our panelists, Jaycina Almond, Founder of The Tender Foundation and Dia Parker, Executive Director of Athena’s Warehouse.
“Mama first, donor second.” Jaycina shared this concept as their decision making process for communications and marketing content. Does your nonprofit put your beneficiaries first? Are you often operating from a “what would the donor want,” model? If so, this is a huge wake-up call to create change within your org.
Common Language that Perpetuates Stereotypes: Dia asked us to “look at how you talk about the community you serve…. and stop saying ‘underserved.’” Other common words that perpetuate these stereotypes included: disenfranchised and at-risk, which are incredibly disempowering.
You need a formal, organization-approved Brand Voice: As I reflected on language - the words you use to describe your programs, services, community… it’s more clear than ever that every social impact business and nonprofit needs a formal Brand Voice. A place for your brand’s mission, values, identity, buzzwords, and story to live… AND a place that recognizes what you DO NOT ALLOW: words to avoid, graphics/photos that perpetuate stereotypes of poverty porn and the savior complex. If you need a template and a process to do this, I have that inside my signature program, Social Fundraising Now. You can find out more about it in this on-demand masterclass here.
Sharing Photos Online: Want to tell and show stories of impact? That’s great! But, take a closer look at how you’re gathering those stories/spotlighting the people in your programs or receiving services. It starts with consent - a photo release - but that’s not enough. Are you creating a safe space where it’s truly okay to say, “no?” A place where it is OPTIONAL for someone to participate?
“People may feel like they owe you or they won’t have access to the resources if they say no.” - Dia Parker, Athena’s Warehouse
Creating a Culture of Change: Uncomfortable conversations are inevitable to do this work. You may have a donor or board member that LOVES your organization and uses disempowering language that is outdated and doesn’t align with your values. This work starts within each business or organization - educating your team, leadership, and supporters about language, photos, and comments that perpetuate stereotypes and pity. Dia found that many donors were actually excited to learn new language - and had an open heart to learning and adopting changes.
Empathy versus Pity: It’s far too easy for many people to fall into a power/role of superiority. Telling stories that are rooted in empathy, not pity start with educating your audience and empowering them to be a part of change, and a part of your community.
“A person’s circumstance doesn’t define them.” -Jaycina Almond, Founder, The Tender Foundation
Special thanks to our incredible panelists - you can find out more about their work and support them here:
Jaycina Almond, Founder, Tender Foundation. Tender works to bridge the gap and provide a safety net for single moms living on the margins in Atlanta by providing financial assistance with rent + utilities, grocery store gift cards, and operating a diaper bank. Support the Tender Foundation here and follow their Instagram here.
Dia Parker, Executive Director, Athena's Warehouse. Athena’s Warehouse is dedicated to the fight for equitable education for women, gender non-conforming, and non-binary people. Support Athena's Warehouse here and follow them on Instagram here.
