37 GLOBALGIVING BRAND GUIDE Promoting human development with the words we choose. Storytelling and communication are not just a means for building GlobalGiving’s brand and visibility. They are a strategic part of helping GlobalGiving achieve our mission and vision. That’s what we mean by “better” storytelling and communication: promoting equality, dignity, transparency, collaboration, and learning through the actual words, images, and narratives we share. How do we tell compelling, yet not overly- simplified stories? How do we inspire action without eliciting pity? Here are some principles from The Development Element: Layer information. Build opportunities for people to “dig deeper” through multiple layers of information on development issues. Digital media is powerful in this way. Analyze voice. No one is “voiceless.” People no longer want to hear about people in need, but from them. Enable people to tell their own stories whenever possible. Show people’s sense of agency. There’s no need to underestimate or fail to represent people’s abilities, skills, or commitment. Root out stereotypes, generalizations, victimization, and exploitation. Take two on technology. Avoid the hype of “solutions” and demonstrate the demand side for technology. Bridge the “us” versus “them” divide. Create opportunities for people to connect with the universality of the human experience without relying on pity, guilt, or shame. Make the connection between failure and results. Don’t underestimate how much donors want to see the ways you have learned from failure and that you’re making adjustments to your strategy, approach, or programs. Show who’s driving. Accountability is no longer just about reporting to donors. Demonstrate how you incorporate initiatives, feedback and decision-making into your work. Don’t skip the boring stuff. Acknowledge and show complexity. Portray multiple factors and long-term perspectives. Avoid jargon. If you can help it. (Hint: you can always help it.) Our Philosophy of Better Storytelling + Communication VOICE