Telling Your Story in Volatile Times

 

If you're a do-good brand, you might not be doing so good right now.

As government resources for social impact organizations are slashed, there’s been a ripple effect through the philanthropy world. One of the most troubling results is that some foundations have beached themselves on the proverbial shore, not wanting to risk the waves.

While individual donors are picking up some of the slack, the funding chasm is wide and deep. Not all who want to give are able, and the overall socioeconomic uncertainty is driving many would-be donors to focus on keeping their discretionary funds in reserve.

The undermining of vulnerable and underserved populations doesn’t stop with funding, however. Many brands supporting the causes of equity, civil rights, reproductive rights, and identity rights are going dark due to threats and bullying.

As dispiriting and hopeless as all that sounds, there are a few ways to navigate the current state of chaos and keep telling your story instead of sidelining your brand:

1) Tell the whole truth. Too often brands (NGOs and corporations alike) move too far into the light, e.g., “We’re doing great, and you can help us do even more!” Corporations must answer to shareholders and ensure customer trust in their stability—it makes sense. But social impact organizations sometimes gain more by delving into the darkness.

You probably already do that for your big fundraising drives. But that’s usually a “Save/Support the CAUSE” plea followed by a “Thank you for your generosity in saving/supporting the CAUSE.” What’s the bigger context? What happened in between? Why should people care (and keep giving/acting)? 

People want to help organizations that need help. Otherwise, why donate to you instead of some other struggling group? And yes, you need to maintain their faith in your ability to deliver; no one wants to throw money into a black hole of inefficiency or incompetence. But walking that line and filling in the gaps is where storytelling comes into play.

For example, talk about the impact of funding and outreach losses in human terms: how it slows your ability to answer client requests, how it reduces the number of clients you can serve, how the climate of fear and retaliation affects funder requirements, availability, etc. and how that in turn affects you.

These stories aren’t diatribes about the events outside your control. They’re about how you’re adapting to them. How you’re persevering through hardship. And yes, how a little help from others can help you do even more for others. But it’s the whole picture, from left to right and top to bottom.

These stories speak to your full commitment to your vision, mission, and clients or customers. They’re much more impactful than simply holding out your hand or throwing that hand to your forehead with a dramatic sigh and a prayer that someone will recognize your plight and swoop in to save you.

Instead, let your stories be your savior.

2) Hide in plain sight. It’s true that the best stories are no good if no one is able to experience them. Normally that means planning for your story’s distribution at least as much as you plan for its creation. But if shouting your story from the rooftops puts a target on your brand that hobbles your efforts even further, you’re a martyr without a cause.

You know the old adage “keep your friends close and your enemies closer?” Think about following that. Here’s how:

• Share your stories with those you know are friendly to your cause through means you can control, e.g., newsletter, subscription media channel, etc. Trust that they will then share with like-minded individuals who can offer you support.

• Study your “enemies.” Know what they’re saying and about whom. What are their buzzwords, triggers, hash tags? Avoid those. If it’s apparent, what is their main argument or objection to the work you do? Counter that—using data storytelling—to demonstrate your value and benefit, even to them. (This is an in-your-pocket resource, not a go-on-the-offensive move.)

You may not get the splashy headlines, record-setting gifts, or celebrity spokesperson, but you will get to survive. Big and bold requires deep pockets in the best of circumstances. Yet softer voices or approaches can have deep impact through a nuanced, well-told story whose goal is to encourage to action, not argue your point of view.
Keep reminding yourself this is a hurdle in the path of today’s sprint, not a wall across the route of your marathon.

3) Stick to your principles. If nothing else, the recent bedlam has revealed some people’s true natures and beliefs. Don’t play the game to curry favor—clients, customers, and other stakeholders will notice and keep the receipts for later.

If you need to, meditate on your purpose or recite a mantra every day. You’re here. You have talents. You have passion. You have morals. You have goals. What does your world look like at the intersection of all of them? Use that as your daily steppingstone.

Of course, that’s easy to say when paying bills and/or personal health and security aren’t an issue or under siege. So if you do have to press pause on the fight, do that and live to fight another day. It’s much better than betraying what you stand for and living with that the rest of your life. 

If you do have relative stability and security, principles also make good storytelling fodder (fables are an entire literature genre focused on this). It’s a particularly great option when you’re not sure of the intentions of others. In other words, share thoughts and events without divulging damaging details.

Still not sure about what’s right for your brand? Think first about your short-term situation. The priority is security (physical, mental, and emotional) for your colleagues, clients, and customers. Unless you are dispensing literal life-giving care, you need to calculate risk versus reward about whether your brand is okay to speak out of turn or you need to raise your hand first.

Next, think about long-range planning. How do your resources look for the next few years? What can you afford to do (or not do)? How will what you do (or don’t do) impact your brand beyond that? In other words, in the 5-10-year range, will you be cultivating latent support or completely rebuilding your brand awareness/identity?

Storytelling is not a panacea, but it works so well because it’s one of the few things we share across all humanity. It’s a way to inform without lecturing, engage without artifice, and persuade without force.

As long as you remain true to you and you’re telling your story, authentically and consistently, your audience will find you.

 

Image ©  Omar Lopez Rincon courtesy Unsplash