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What if fundraisers shared stories of individuals as people, not as “those people?” Imagine the difference if fundraisers ditched stigmatizing language and focused on words that highlight empowerment, strength, and resilience.
How would it make the clients who are bravely sharing their stories feel? How would it make you feel?
Speakers Sarah Rahhal, LCSW, Angie Doss and Colton Kirton of Sunbeam Family Services in Oklahoma City, Oklahoma explained that stories are powerful during their session titled “Who Are “Those People?”: Trauma-Informed Storytelling For Brighter Futures.”
The stories can spark inspiration, drive action, and boost donations. Nonprofit clients share their personal stories with fundraisers because they trust your organization. It’s key to handle these stories with care, empathy, and respect for the courage it takes to share their journey with your organization, donors, and community.
Understanding Trauma-Informed Care
Adverse Childhood Experiences (ACEs) are common in the United States. Approximately 61% of adults say they’ve had at least one ACE before turning 18, and about 16% have faced four or more. These experiences can cause serious trauma and have long-lasting effects on health and well-being. (CDC … https://bit.ly/3EZzELO)
Trauma-informed care (TIC) is all about recognizing the presence of trauma symptoms and understanding the role trauma may play in someone’s life. It shifts the focus from asking “What’s wrong with this person” to “What has happened to this person?” This perspective helps understand the individual as a whole, acknowledging that trauma affects one’s sense of self, relationships with others, and beliefs about the world.
The five guiding principles of TIC are safety, choice, collaboration, trust, and empowerment. These principles are key to creating an environment where individuals feel respected and supported.
Role of Hope
Hope is a powerful element in trauma-informed storytelling. There is scientific research about hope. Chan Hellman, Ph.D., professor of social work at the University of Oklahoma and director of The Hope Research Center, is a leading researcher on the science of hope. Hellman has written: “Hope is the belief that the future will be better than the present, along with the belief that you have the power to make it so.”
Hope consists of three elements: goals, pathways, and willpower. It’s a way of thinking that can be taught and nurtured, serving as a protective factor when facing adversity. Research shows that hope is one of the best predictors of an individual’s ability to thrive, which is why fundraisers share stories of hope.
Trauma-Informed Storytelling
Trauma-informed storytelling understands how trauma affects people and communities. It aims to create a safe and supportive space for everyone. This approach respects the experiences of people supported by nonprofits while supporting fundraising efforts. This approach acknowledges and respects all cultures, backgrounds, and experiences while recognizing that different communities have unique needs and preferences.
Understanding Triggers
A trigger is something that suddenly brings up intense memories or feelings related to past trauma. It could be a smell, sound, place, or even a specific word that reminds someone of a traumatic event, causing them to feel stressed, anxious, or upset.
Whether you’re interviewing a client to share their story for direct mail or social media, it’s important to be sensitive to potential triggers that might unintentionally cause distress to the brave people sharing their experience with your nonprofit. This includes being mindful of the language used, the images selected, and the overall tone of the messaging.
Resilience-Focused Messaging,
Strengths-Based Fundraising
Highlighting stories of hope, resilience and strengths-based outcomes is a key aspect of trauma-informed storytelling. Instead of focusing on victimhood, emphasize the strength and capacity for growth within individuals and communities. This approach empowers the people sharing their stories and inspires donors to support your organization.
When reviewing a client’s testimonial, is there anything you have written that you would not say to their face? Imagine reading the direct mail piece to them and their family. Did you accurately capture the client’s story and voice? Would the client feel empowered and hopeful or re-traumatized? Delete anything that you would not say to their face and replace it with resilience-focused messaging.
It’s also important to share the interview, marketing and fundraising pieces with the client so they can review and approve their story. If someone else on your team has a strong relationship with the client, ask them to connect and review the pieces together.
The Importance of Language
Words matter. The language used in fundraising and communications can have a profound impact on how individuals perceive themselves and their experiences. It’s essential to use people-first language, which prioritizes the person over their condition or experience.
Avoid using victimized language, graphic details, stigmatized language, pity-inducing language, triggering language, and negative framing.
For example, instead of saying “the needy,” “those people,” “the poor,” or “the disadvantaged,” say “people,” “children,” “families,” or “individuals.” Instead of saying “teen parents” say “parenting student.”
Instead of saying “homeless” say “person experiencing homelessness.”
Trauma-informed principles should be applied to all forms of communication for clients and donors, including brochures, videos, flyers, fundraising galas and events, direct mail pieces, social media, newsletters, websites, and grants.
Ongoing Evaluation
Trauma-informed fundraising is an ongoing journey. Fundraisers should regularly check their practices and get feedback from donors, partners, staff, and the communities they serve. Use this input to keep improving and refining your approach, making sure it stays responsive to the needs of the people you support.
Trauma-informed storytelling is a powerful tool for fundraisers. By recognizing the impact of trauma and approaching storytelling with sensitivity and respect, you can create a supportive environment that builds trust, empowers individuals and inspires donors. This approach not only enhances the effectiveness of fundraising efforts but also fosters a culture of empathy and understanding.
Fundraisers are responsible for ensuring the stories told honor the experience of the people supported by nonprofits and contribute to a more passionate and brighter world.
