Storytelling is one of the most powerful tools non-profits have at their disposal. Stories are a way to emotionally and experientially connect with current and prospective donors. In theory this all sounds great, but many organizations run into problems when trying to tell stories. One of the most challenging problems is navigating ethics and confidentiality.

On some level all organizations have this challenge. We should all strive to tell stories ethically, responsibly and with dignity. For organizations that work with vulnerable populations or in health care, there can be an added layer of complexity. Here is how to be sensitive to your beneficiaries as you tell their stories.

1. Do not assume someone will not want to share their story.

The biggest mistake that I often see organizations make is assuming that someone will not want to share their story. I had a client last year who worked in health care who had never asked patients if they wanted to share their stories because they assumed the patients would want privacy. The result – they rarely told grateful patient stories.

If your organization is concerned about confidentiality or privacy, the best thing you can do is stop making the decision not to share stories on behalf of people. Start asking them what they want to do. For many people, sharing their stories can be therapeutic and cathartic.

2. Be upfront about how the story will be used

How would you feel if you were listening to the 6 o’clock news only to hear a story about yourself broadcast to the masses? It wouldn’t feel great and would probably be a bit shocking. Similarly, when someone shares a story with your non-profit, it does not give you free reign to use to story anyway you want.

When you interview someone, let them know how you envision using this story. If possible, show them some examples of other stories you shared. This will help them get a concrete idea of how their story will be used.

Down the road if you think of another way that you want to use that story, be sure to circle back to the storyteller to let them know.

3. Give the storyteller the ultimate veto

Just like non-profits dream of having unrestricted funds, we also often dream of not having to go through a million phases of approval to get something out the door. One approval you cannot skip is the approval from the storyteller. They should always have final say about how their story is told and shared.

It might feel uneasy to give the storyteller the ultimate veto, but if we are practicing ethical storytelling we want to make sure that they and the story are represented in a way they would want.

In my experience working with non-profit organizations on storytelling, the best way to navigate ethics and confidentiality is through open conversation. Give everyone the opportunity to voice their concerns and the space to collaboratively find solutions.

Vanessa Chase Lockshin is President of TheStorytellingNonprofit.com and author of The Storytelling Non-Profit: A practical guide to telling stories that raise money and awareness. Her goal is to help nonprofits connect in more meaningful ways with donors through stories and stewardship. To date she’s helped organizations raise over $10 million. She works with nonprofits throughout North America—including BC Children’s Hospital Foundation, Union Gospel Mission, and Cancer Care Connection—and is an internationally recognized speaker. Vanessa is also the Board Chair of Women Against Violence Against Women. Twitter: @VanessaEChase