3 Ethical Storytelling Practices All Nonprofits Should Use

Updated March 30, 2026

What makes people stop, connect, and want to get involved or learn more about your organization? In many cases, a story told by a real person, about a real experience will create more interest — and genuine connection — than simply sharing data or statistics.

When done thoughtfully, storytelling breaks down barriers between your organization and your audience, connecting people to the human side of your mission and inviting them to get involved. It’s also one of the ways nonprofits can create the kind of authentic, human-centered content that AI can’t replicate — one of the practices nonprofits should consider in a landscape increasingly shaped by AI.

But telling stories well means telling them responsibly. When you tell the stories of real people (which you should!), it’s important to keep their best interests in mind. In this article, we’ll share three best practices for ethical, respectful storytelling — ones that build trust, inspire action, and honor the people at the heart of your work.

1. Put people first in your storytelling

According to Meyer Partners’ direct mail fundraising guide, successful nonprofit storytelling relies on resonance, relevance, and respect to engage readers. This means the stories you tell should evoke positive emotions, clearly express the role of donors, and respect everyone involved—starting with the person whose story you’re telling.

Whether the central figure of your story is a beneficiary, volunteer, or other community member, it’s essential that your writing respect:

• Their story: Stick to the facts of your constituent’s story, making sure not to embellish or add unnecessary details. Let them lead the way so that the story remains as accurate and genuine as possible.
• Their wishes: If the subject of your writing wants to remain anonymous, or would prefer that their story not be told publicly, it’s important to honor their wishes. 
• Their agency: Don’t paint your beneficiaries or community members as helpless or play into stereotypes. Instead, challenge stereotypes when possible and lift the subjects of your stories up by centering their own agency and power. 

This is especially important when writing or speaking about beneficiaries, but it applies to everyone whose story your nonprofit tells. And to your audience. Avoid evoking negative emotions like guilt or using false urgency to inspire donations.

At a time when audiences are increasingly savvy about how content is made, stories told with genuine respect for their subjects may also be more likely to inspire lasting connection.

2. Get consent before you share someone’s story

Before sharing anyone’s story, get their permission in writing. If the person is under 18, you’ll need consent from both the child and their parent or guardian.

When you reach out, be clear about why you want to tell their story. For example, how it might inspire donors, support a funding application, or help others in your community understand your work through a publication like an impact report.

Once they’ve agreed, walk them through the details and confirm they’re comfortable with your nonprofit:

• Sharing their name
• Publishing photos or videos
• Using their own words
• Including their age, location, or job in the story
• Retelling their story in future marketing materials

Additionally, let them know where the story will be published. Someone may feel comfortable sharing their story via direct mail or donation appeal letters but not on social media or your website, or vice versa. This kind of transparency also reinforces the trust that makes your storytelling credible, both to the people in your stories and to the audience who experiences them.

3. Amplify the voices of the people you serve

Infusing your stories with data and donor-centered copy can make them more compelling, but you should also include the constituent’s own words whenever you can. Direct quotes, testimonials, and video interviews keep stories authentic and can help them align with your constituents’ own experiences.

Where possible, interview your subject directly or ask them to share their experience in their own words. Then let their voice lead the story.

For example, say you’re creating a year-end giving appeal that includes a story about a beneficiary named Jaylen who completed your career readiness program this year. To center Jaylen’s voice, you might ask him to fill out a short survey about his experience and use his answers in a storytelling element like this:

For Jaylen, our career readiness program was a “game changer.” He joined the program three years out of high school because “finding work was an incredible challenge.” A month after graduating from our six-week program, Jaylen not only found a job he enjoyed—he said, “My whole outlook on life changed. I realized that I wasn’t stuck and that I really do have a future. That’s all thanks to the program.”

Authentic voices like Jaylen’s are also what AI can’t replicate — and what makes your content genuinely worth seeking out.

A few more ways to elevate your storytelling

Beyond these three principles, look for ways to empower your constituents to tell their own stories, whether that’s speaking at an event, recording a voiceover, or simply being involved in how their story is shared. Prioritize diverse voices and perspectives, and focus on stories that evoke hope, pride, and possibility, both for your audience and for the people whose experiences you’re sharing.

When you share stories respectfully and ethically, storytelling becomes a powerful tool for marketing, fundraising, and relationship-building. If you’re not sure how to incorporate these stories into your fundraising strategies, there are a number of ways to build your skills — from nonprofit webinars to working with a marketing or fundraising consultant directly. We work with trusted partners like Quam Taylor and Firefly Partners who can help you harness your storytelling to its full potential.

For more website and content strategy inspiration, browse past web design projects with nonprofit organizations.  

This article includes tips from a consulting company that advises nonprofits. 

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