A Trauma Informed Approach to Storytelling

David Hall

Hey everyone, welcome back to In the Loop! I’m David Hall, and I’m here with Maya Ellison. Today, we’re diving into something that’s honestly overdue in the nonprofit world—trauma-informed communication. Maya, I gotta say, this is a topic that’s been on my mind since, well, probably since we started seeing more nonprofits rethink their messaging after COVID. It’s not just about what you say, but how you say it, right?

Maya Ellison

Absolutely, David. And you know, it’s funny—well, not funny, but kind of wild—how much public perception can make or break a nonprofit’s mission. I mean, we’ve both seen organizations with the best intentions get totally derailed by a single misstep in how they tell a story. It’s not just branding, it’s trust, it’s funding, it’s the whole community vibe. And trauma-informed communication, it’s like, the opposite of those old-school, shock-value campaigns. It’s about empathy, not sensation.

David Hall

Yeah, and I think that’s where a lot of folks get tripped up. Traditional marketing, especially in the nonprofit space, used to lean hard on, you know, the “pull at your heartstrings” stuff. But that can backfire. I remember reading about MKTNG’s shift—over a decade, right? They moved from that kind of sensationalism to a more empathetic approach. And after COVID, they even changed their tagline to “For Brands Who Care.” That’s not just a slogan, it’s a whole mindset shift.

Maya Ellison

Exactly. And it’s not always easy. Sometimes it feels, I don’t know, almost counterintuitive? Like, you want to get attention for your cause, but you don’t want to do it at the expense of the people you’re trying to help. Trauma-informed communication is about recognizing that your words and images can either help or harm. It’s a commitment, not a checkbox. And honestly, it’s a lot more sustainable in the long run.

David Hall

Right, and it’s not just about avoiding harm, it’s about actively fostering healing and resilience. I mean, as we talked about in our last episode—remember when we discussed how AI-driven podcasts can make content more accessible? This is kind of the same idea, but for emotional accessibility. You’re making sure your message is safe and supportive for everyone, not just the loudest voices in the room.

Maya Ellison

That’s a great point, David. And I think it’s a good segue into how we actually do this—how do we empower the storyteller, not just the story? Because that’s where the real change happens.

Maya Ellison

So, let’s get into the nuts and bolts. First off, it’s all about focusing on resilience and agency. Instead of just spotlighting the trauma, you highlight the journey—how people are healing, what resources helped them, and the courage it takes to move forward. Like, instead of “Battered Women Find Hope at Local Shelter,” you’d say, “Community Center Empowers Survivors of Domestic Violence.” It’s a subtle shift, but it changes everything.

David Hall

Yeah, and I love that. It’s like, you’re not making people into victims or, you know, just statistics. You’re showing them as heroes in their own stories. And, another big one—consent. I always forget how many steps there are to this. You gotta explain how a story will be used, get written permission, be super clear about where it’ll show up, and let folks review it before it goes public. And if they want to pull out? You respect that, no questions asked.

Maya Ellison

Exactly. And, you know, avoiding sensationalism is huge. No more shock value, no more graphic details just to get clicks. That stuff can re-traumatize people, and honestly, it doesn’t build trust. Instead, focus on the impact of your work and the bigger, systemic changes you’re trying to make. It’s about solutions, not just problems.

David Hall

And let’s talk about empowering storytellers. Give people choices—maybe they want to use a pseudonym, or leave out certain details, or pick which photos get used. It’s their story, not yours. And the imagery, too—show people thriving, not just struggling. Like, instead of a sad, hungry kid, show a community meal where families are connecting. It’s a totally different vibe.

Maya Ellison

Yes! And when it comes to fundraising, it’s tempting to go for the “urgent need” angle, but it’s way more effective—and respectful—to show how donations create real change. Like, “Support housing solutions for veterans—let’s build a stronger community together,” instead of, “These homeless veterans have nowhere else to turn—can you help?” It’s about dignity, not desperation.

David Hall

And don’t forget advisory warnings. Instead of a generic “trigger warning,” be specific—like, “The following section discusses topics related to housing insecurity.” It helps people make informed choices about what they engage with. And, uh, inclusive and dignified language—always person-first. “People experiencing homelessness,” not “homeless people.” It’s a small change, but it makes a big difference!

Maya Ellison

Totally. And accessibility—make sure your website works for everyone. Alt text for images, good color contrast, all that. Plus, always include resources or helplines when you’re talking about tough topics. And, oh, moderate your comments! Nothing derails a supportive space faster than a toxic comment section.

David Hall

Yeah, I mean, it’s a lot to juggle, but it’s worth it. And honestly, once you start thinking this way, it becomes second nature. It’s just about treating people with respect and care, which, you know, should be the baseline anyway.

David Hall

So, let’s talk about the payoff. Why go through all this effort? Well, for starters, it builds long-term trust and engagement. When you prioritize empathy and emotional safety, people feel seen and respected. That’s how you get real, lasting support—not just a quick donation or a viral post.

Maya Ellison

Right, and it protects your organization, too. If you’re careful with your messaging, you’re way less likely to get misunderstood or misrepresented. That means your mission—and your funding—are safer. It’s like, you’re future-proofing your reputation by being thoughtful now.

David Hall

And it’s not just about the org, it’s about the people you serve. This approach actually helps foster healing and resilience, both for individuals and whole communities. When you focus on empowerment and solutions, you’re not just telling stories—you’re helping people write new ones. That’s transformational.

Maya Ellison

Exactly. And honestly, it just feels better. You’re building healthier relationships, stronger support, and a more positive impact all around. I mean, isn’t that what we’re all aiming for in this work?

David Hall

Couldn’t have said it better myself, Maya. Alright, that’s a wrap for today’s episode. If you found this helpful, stick with us—there’s a lot more to come on In the Loop. Maya, always a pleasure.

Maya Ellison

Thanks, David. And thanks to everyone listening. Take care, and we’ll catch you next time!