Ethical storytelling & raising money

How to be ethical and raise money using Contributor Centred Storytelling

This masterclass is for anyone who has been engaging with questions concerning the ethics of storytelling in our sector and who wants to deepen their knowledge and learn about practical steps they can take within their own organisations. The session will use original research, real life case studies, and story analysis to help you understand how to ethically enact power sharing and partnership when gathering stories, and what the short- and long-term impacts of our representations are.

The session will explore how a donor’s lived experiences mean that everyone reads stories individually, and how that drives their choices to support our causes (or not!). You will learn about Contributor Centred Storytelling, an approach that focuses on building partnerships between charity staff and the people they support, based on their professional experienced and lived experiences respectively. You will learn from both the pioneer of the approach and from the firsthand experience of an organisation trialling it, including the challenges, internal discussions, and practical steps involved. You will leave with a handout of suggested actions and next steps to take away and trial in your own organisation.

Who is it for?

Fundraising staff working to engage donors, particularly those focused on individual giving; communications and digital staff engaged in donor experience; anyone who wants to learn more about ethical storytelling techniques and tactics.

Learning outcomes

  • Learn why Contributor Centred Storytelling makes for a more engaging donor experience and a more ethical approach
  • Find out how to use information about how contributors are impacted in story gathering processes to run these processes more responsibly in your own work
  • Name short- and long-term tactics you can use to implement Contributor Centred Storytelling in your organisation
  • Inspire and inform your colleagues by sharing information about contributor and donor responses to stories shared by our sector



Jess Crombie
Senior Lecturer, University of Arts London
Shagufta Yaqub
Content and Brand Manager, the Disasters Emergency Committee
Ernest Randriarimalala
Comms Specialist, WaterAid