A Guide to Ethical and Empathetic Storytelling for Charities and Nonprofits

In the charity and nonprofit sector, few things resonate with people more than authentic stories. The lived experiences of those we support have the power to showcase the true impact of our work, inspire meaningful action, and foster greater understanding of what we do. However, it’s our responsibility to ensure that we share these stories with empathy and respect.

Below are some insights to help fundraisers and marketing teams tell these stories ethically, while ensuring they remain powerful and impactful.

Everything is built with trust and transparency.

Before asking anyone to share their story, it’s important to build trust. Be cognisant that you’re asking someone to open up about their life. Always be transparent about why you’re asking for their story and how it will be used. Will it be featured in a fundraising campaign?

Shared on social media?

Make sure the person understands the full picture. Don’t rush the process.

Take the time to have genuine conversations and make sure they feel comfortable. When people feel valued, the stories they share will naturally be more authentic and impactful.

Make it a collaboration

When you ask someone to share their lived experience, remember you hold the power. You control the platform, the messaging, and how their story is presented.

But a powerful, ethical story comes from sharing that power.

Invite the person to be a collaborator in the storytelling process. Let them help shape the narrative. Maybe they have ideas about how they’d like their experience to be framed, or maybe they have a preference for how the story should be told. By working together, the story becomes something they feel proud of, not just something they gave away. Use language like, "How would you like to tell your story?" or "What feels most important for you to share?" These small questions can make a huge difference in making the person feel like a partner in the process.

Honor their experience, don’t sensationalise

We all know how powerful it can be to tell a compelling story, but it’s important to avoid the temptation to sensationalise someone’s lived experience. Yes, stories need emotional weight to connect with your audience, but never at the cost of the person’s dignity or their reality.

Frame their story in a way that focuses on their strengths and resilience, not just their struggles. Avoid amplifying the more dramatic aspects of their journey for the sake of grabbing attention. Authenticity will always resonate more deeply than a story that’s exaggerated. If you’re tempted to emphasise certain parts of the story to make it more dramatic, ask yourself, "Am I telling their truth, or am I shaping it for effect?".

Always choose truth.

Offer something in return

Sharing personal stories can be emotionally exhausting, and sometimes even re-traumatising, especially if the story involves sensitive or difficult experiences. It’s important to recognise the value of someone’s time and vulnerability, and to offer something in return.

Compensation can come in many forms, it doesn’t always have to be monetary (though paying someone for their time is always a good option!). You can also offer opportunities for personal development, like media training, public speaking opportunities, or even more avenues to contribute further. Always ask, “What can we offer you in return for sharing your story?” This shows respect and appreciation for their time and trust.

Follow up and stay connected

The storytelling process shouldn’t end when the story goes out into the world. Make sure to follow up with the person afterward. Check in on how they’re feeling, how their story is being received, and whether they’re still comfortable with how it’s being used. Also, be mindful of long-term use. If their story is featured in a major campaign, check in periodically to ensure they’re still comfortable with it being in the spotlight. Keep the communication lines open with a simple message like, “We’re continuing to use your story, how are you feeling about that?” This shows that you’re still prioritising their well-being even after the campaign ends.

It can be fun

While it’s important to be sensitive and ethical, the storytelling process can also be fun and creative! Work with the person to find the best way to share their story whether it’s through a video, a photo series, or even a blog written in their own words. Allow their personality to be part of the story and encourage them to be involved in the process from start to finish.

When people feel involved and empowered, their stories will be even more engaging and meaningful.

Check Yourself

Before you finalise any story, run through this quick 5 point checklist to make sure you’ve captured it with both empathy and ethics in mind:

Was the person involved in shaping the story and narrative?

Have you avoided sensationalising their experience for dramatic effect?

Did you offer compensation or development opportunities in return for their time?

Are you prepared to follow up and ensure continued consent and comfort?

Are you going to create a collaborative and fun space?

The power of storytelling, done right

At the end of the day, the stories we tell have the power to inspire change, build community, and raise funds for important causes. But the way we tell those stories matters just as much.

By approaching storytelling with empathy, respect, and ethics, we create a space where people’s voices are not just heard, they’re uplifted and celebrated.

By John Harvey, Communications Manager with Vision Ireland (the new name for NCBI)
Connect with John on LinkediN here