Giving Tuesday is a time for generosity, connection and impact. It's a moment when communications professionals have the power to tell stories that inspire action. But while drafting narratives to drive donations and engagement, PR pros need to ask themselves: are we doing more harm than good with the language used?
Too often, the stories fall into the trap of the "savior" narrative—language that paints the people organizations serve as "needy," "voiceless" or "at-risk." While this kind of storytelling might tug at the heartstrings, it also positions the donor as the hero, inadvertently diminishing the dignity of the people in the story.
Circumstances don't define a person, no matter how dire. This Giving Tuesday, it’s time to rethink the way these stories are told. Communicators need to shift the focus to humanity, resilience, and the barriers these individuals face, not the stereotypes or tropes that might garner a quick emotional reaction.
Why Language Matters
Many people write content with the best intentions, using terms like the ones above to highlight the urgency of a cause. But these words can reduce people to their circumstances and strip away their complexity.
Yes, someone may be facing significant challenges. But describing them in these terms makes it easy for the audience to view them solely through the lens of pity or charity. It ignores their strength, their courage and humanity.
Instead, think about the bigger picture. What systemic barriers are they up against? What inequities have put them in this position? And most importantly, how can communicators tell their stories in a way that raises them, versus diminishing them?
The Trap of the Savior Narrative
The "savior" narrative is tempting. It’s a classic storytelling formula: problem, hero, resolution. In this case, it often translates to an individual in need, the donor as the hero, and the organization as the facilitator of change.
It’s a proven formula because it works. It evokes emotion, inspires action and drives donations. But it also reinforces a harmful power dynamic where donors are positioned as superior to the people they’re helping.
Without realizing it, this approach may perpetuate stereotypes about the communities organizations are trying to support, reduce individuals to objects of pity, strip away their agency or create a false narrative that oversimplifies the problem and the solution.
A Better Way to Tell Stories
PR practitioners need to shift the focus away from the savior narrative. Instead of framing people as passive recipients of help, stories can highlight their resilience and the systemic barriers they face. This approach doesn’t make the story any less compelling; it makes it more human.
So, how do we do this?
Focus on Barriers, not Just Circumstances
Instead of highlighting someone’s struggles as their defining characteristic, show the systems they’re navigating. Talk about inequities in housing, health care or education. Doing this shifts the focus from the individual to the broader problem, making the story about systemic change rather than personal failure.
Highlight Strength and resilience
Every person’s story includes courage and perseverance. Highlighting these qualities makes the narrative more empowering while still being honest about the challenges the person faces.
Center Their Voice
Let the subjects speak for themselves whenever possible. Their perspective adds authenticity and avoids the risk of telling their story for them.
Balance Complexity with Urgency
People aren’t one-dimensional. Share their whole stories, including their joys, dreams and relationships, not just their struggles.
Let’s Talk About Inspiration Porn
Another common pitfall in storytelling is "inspiration porn." It happens when stories about people with disabilities or marginalized groups are framed as feel-good content for an able-bodied or privileged audience.
For example, calling someone "inspirational" for doing something as ordinary as going to school or holding a job implies that their existence is remarkable simply because of their identity. While these narratives might seem uplifting, they can be patronizing and dehumanizing.
Communicators need to check their intentions. Are we telling this story to create real understanding and empathy, or are we looking for a quick emotional hit? Inspiration doesn’t need to come at the expense of dignity.
What this means for Giving Tuesday
On Giving Tuesday, PR pros have a unique opportunity to connect people with causes that matter. But instead of defaulting to language that inspires pity, focus on storytelling that uplifts.
- Educate, don’t pander. Help the audience understand the bigger picture. What are the root causes of the issues the organization is addressing? How can donors play a role in creating systemic change?
- Celebrate humanity. Show the strength, creativity, and resilience of the people in these stories. These are qualities everyone can relate to, regardless of their circumstances.
- Frame donors as partners, not heroes. Donors are an essential part of the solution, but they’re not the whole story. Position them as collaborators working toward a shared goal.
A Challenge for Communicators
Communications professionals have the power to shape perceptions, spark conversations and drive change through storytelling. But with that power comes responsibility.
For this Giving Tuesday, let’s challenge ourselves to do better. Use language that uplifts rather than diminishes, deliver narratives that empower rather than stereotype, and share stories that connect rather than divide.
The best stories aren’t about heroes and victims; they’re about people who face challenges, overcome barriers and thrive with the right support.
Matisse Hamel-Nelis is Founder and Principal at Matisee Nelis Consulting and a monthly segment contributor to Accessible Media Inc.