by Dr. Kevin Dean, President & CEO, Tennessee Nonprofit Network
During my Easter Sunday visit yesterday to my 98-year-old grandmother at her assisted living center, a conversation arose that highlighted a concerning trend and hit me like a ton of bricks. My grandmother embodies a certain type of Southerner, one who is sweet as pie and always polite but will never miss the opportunity to editorialize something she heard in the news. I view her as a “canary in the coalmine” for a lot of what is happening in politics and popular culture, as she is quick to tell everyone what she thinks of literally everything whether it’s her concern or not. (I acknowledge the similarities to…ahem…her grandson.)
This time, though, what she said – without provocation – absolutely stunned me.
“You know, I don’t think all nonprofits are corrupt, but some are,” she said.
“What are you talking about,” I said, stunned.
“You know, there are a lot of corrupt nonprofits out there.”
“I wouldn’t be doing what I am doing if there were a lot of corrupt nonprofits. Nonprofits are feeding people, housing people, helping people get back on their feet, educating kids….where did you get this idea about corruption?” I asked incredulously.
“Well…you know…” she stumbled, knowing she had hit a nerve. “There’s a lot of these nonprofits that the government is uncovering that are corrupt.”
What the what?! I thought. Where is she getting this from? Who are all of these nonprofits who have been exposed as corrupt? If anyone would know, it would be me! I was also stunned at this narrative, as she has seen me working for organizations like a volunteer center, a daycare for HIV-infected children, a literacy organization, and a state nonprofit association advocating for nonprofits. None of those organizations were corrupt, and all of them did amazing work. I was shocked, but I suddenly realized that I was watching the perfect example of something described as an “overstory” in Malcolm Gladwell’s book, Revenge of the Tipping Point.
My grandmother, despite her long-standing support for my career in the nonprofit sector, expressed a belief that nonprofits are corrupt, or at least some are. This sentiment, informed by her consumption of a news source that has recently adopted a critical stance towards nonprofits, was unsettling. Her opinions, though politely phrased, reflected a growing public narrative that casts suspicion on the integrity of the nonprofit sector, often along ideological lines and without factual basis.
Are there corrupt nonprofits? Certainly. Should they be investigated? Absolutely. Should those who use nonprofits as a vehicle to participate in illegal activities be prosecuted? Absolutely. Any nonprofit who undermines public trust in the third sector deserves all the consequences possible. But corruption is not rampant in the nonprofit sector….what is rampant is negative political rhetoric that is attempting to undermine and dismantle the good work of nonprofits because of ideological, political, and capitalistic reasons.
This experience brought to mind Malcolm Gladwell’s concept of the “overstory,” as discussed in Revenge of the Tipping Point. Gladwell uses this term to describe the dominant narratives and widely accepted cultural beliefs that shape a community’s understanding of the world and influence its behavior. These “overstories” act as a framework for interpreting information and making judgments, often operating subtly beneath conscious awareness.
The recent increase in negative rhetoric from some elected and unelected officials have contributed to the development of an “overstory” that portrays nonprofits as inherently corrupt or ineffective. This narrative, while often lacking empirical support, risks eroding public trust, discouraging volunteerism, and hindering crucial donations, ultimately undermining the vital work of the sector.
The proliferation of a negative “overstory” underscores the critical importance of proactive and compelling storytelling within the nonprofit sector. We cannot rely solely on the inherent good of our missions to resonate with a public increasingly exposed to narratives of suspicion. Storytelling is not merely a communication tool; it is a fundamental act of advocacy and education. We must intentionally and consistently share the human impact of our work, both to cultivate support for our individual organizations and to contribute to a broader understanding and appreciation of the entire nonprofit sector. By illuminating the real lives transformed, the community challenges addressed, and the unwavering dedication of those working within our organizations, we can begin to dismantle the damaging misconceptions perpetuated by the prevailing negative narrative. This unified effort in sharing our authentic stories is essential to rebuilding trust and fostering an environment where nonprofits can continue to thrive and serve their vital roles. Storytelling is one of our biggest weapons to combat the negative rhetoric that we anticipate will only get worse in the coming months and years.
The Importance of Narrative: Communicating Impact Effectively
Countering the prevailing negative narrative necessitates a proactive approach to sharing the realities of nonprofit work. It is crucial to move beyond assumptions of public understanding and to articulate our impact through clear and resonant narratives.
- Prioritize Human-Centered Stories: While data on reach and scale are valuable, individual stories create emotional connections. Instead of stating the number of individuals served, illustrate the transformative impact on a single life, detailing the challenges faced and the tangible difference your organization made.
- Employ Specific and Concrete Examples: Avoid vague descriptions of services. Provide detailed accounts of how your programs operate and the specific outcomes achieved for individuals or the community. Concrete examples enhance credibility and understanding.
- Integrate Visual Storytelling: Utilize photographs and videos to illustrate your work and the individuals you serve. Visuals can convey emotion and impact more effectively than text alone.
- Articulate the Underlying Purpose: Clearly connect your organization’s activities to its overarching mission and values. Explain the societal needs you address and the broader impact of your work on the community.
- Feature Diverse Perspectives: Share stories from various stakeholders, including beneficiaries, staff, volunteers, and donors, to provide a comprehensive view of your organization’s ecosystem and impact.
- Maintain Authenticity and Transparency: Share both successes and challenges openly. Acknowledging complexities and demonstrating transparency builds trust and reinforces credibility.
- Utilize Multiple Communication Channels: Tailor your stories for different platforms, including websites, social media, email newsletters, and annual reports, to reach diverse audiences.
- Foster Audience Engagement: Encourage interaction and dialogue around your stories, creating opportunities for deeper connection and understanding.
Educating Stakeholders: Addressing Misconceptions
It is essential to actively educate elected officials and donors about the operational realities and community contributions of the nonprofit sector. Assumptions of inherent understanding can be detrimental.
- Cultivate Relationships with Elected Officials: Proactively engage with representatives at all levels of government. Invite them to visit your organization to witness firsthand the impact of your work and understand the challenges you face.
- Frame Your Message Strategically: Understand the priorities of your stakeholders and tailor your communication to resonate with their interests, demonstrating the alignment of your work with their objectives.
- Provide Foundational Knowledge: Do not assume a comprehensive understanding of nonprofit funding models, regulatory frameworks, or operational complexities. Clearly articulate these aspects to provide context.
- Highlight Systemic Connections: When discussing service delivery, explain the broader systemic issues your organization addresses and the root causes of the challenges you are working to overcome.
- Illustrate Community-Wide Benefits: Emphasize how the work of your nonprofit contributes to the overall well-being and resilience of the community, extending beyond direct beneficiaries.
- Serve as an Information Resource: Position your organization as a knowledgeable resource on the issues you address, offering data-driven insights and potential solutions to community challenges.
- Collaborate on Advocacy Efforts: Partner with other nonprofits to amplify your collective voice in advocating for policies that support the sector and the communities you serve.
Proactive Engagement: Countering Negative Narratives
Addressing a negative “overstory” requires a proactive and sustained effort to shape public perception.
- Amplify Positive Stories in Public Forums: Actively seek opportunities to share impactful stories through media channels and community platforms, countering negative portrayals with factual accounts of positive change.
- Showcase Success and Transformation: Highlight the achievements of the individuals and communities you serve, allowing their progress to be a central part of the narrative.
- Demonstrate Transparency and Accountability: Maintain rigorous ethical standards and ensure open communication regarding finances, operations, and impact, building public trust through demonstrable accountability.
- Engage Actively in Online Discourse: Utilize social media and online platforms to address misinformation and share positive stories, engaging respectfully in conversations to correct inaccuracies.
- Cultivate a Network of Advocates: Equip staff, volunteers, and donors with the information and resources they need to effectively communicate the value and impact of your organization and the broader nonprofit sector.
- Build Strategic Partnerships: Collaborate with businesses, community leaders, and government agencies to underscore the essential role of nonprofits in a thriving society.
The emergence of a negative “overstory” surrounding nonprofit integrity presents a significant challenge. However, the sector can effectively counter these harmful narratives and reinforce the truth of its vital contributions to our communities. Addressing this challenge is not merely about defending the sector’s reputation; it is about ensuring the continued ability of nonprofits to fulfill their missions and serve the growing needs of our society.