Cultivating Change Through Language and Community-Centered Fundraising with Nicole Mucci, Ep #29

October 4, 2021 Ben Johnson

See this social icon list in the original post

Episode 29

With Benjamin Johnson & Nicole Mucci

Nicole Mucci of Union Gospel Mission joins Ben to discuss how she helped pioneer a brand update to adopt person-centered and trauma-informed language at her organization. They take a deep dive into the impact of language, the power of personal stories, and the growing shift from donor-centered to community-centered fundraising.

You will want to hear this episode if you are interested in...

Getting to know Nicole Mucci [1:00]
How Nicole came to work at Union Gospel Mission [4:28]
The power behind a brand [6:59]
Recognizing the need for change [8:46]
What it means to be person-centered and trauma-informed as a brand [10:06]
Shifting from donor-centered to community-centered fundraising [12:23]
Changing brand guidelines from a staff perspective [18:03]
Writing a person-centered redemptive arc [21:32]
Executing a change in brand guidelines [26:14]
Why language matters [32:01]

Person-centered, trauma-informed

What does it mean to use person-centered, trauma-informed language? Why is it so important? Often the fundraising world chooses to focus on negativity in their appeals and storytelling. While that may have previously resulted in successful fundraising, this approach often reinforces harmful stereotypes that hurt marginalized communities and the charity in the long run. Being trauma-informed means not defining someone by what is happening to them. For example, a person is experiencing homelessness versus being a homeless person. Person-centered language puts others in the driver's seat and makes them the heroes of their own story. It highlights their accomplishments and the hard work they put in to transform their lives with the assistance of the charity and its donors. Nicole summed it up best when she said that person-centered, trauma-informed language matters because it has the power to destroy stigma, shatter stereotypes, and build meaningful and beneficial relationships.

The heart behind community-centered fundraising

Donors are critical and valuable to the lifeblood of any fundraising-based organization. Without donors, charities would not be able to do any of the work that they do. Let alone keep the lights on. Their donations help provide a safe space for others to take steps towards personal transformation. But donors are also a part of a larger ecosystem within a charity's infrastructure. Just like staff, volunteers, community partners, and those that utilize an organization’s services, donors are not singular saviors or the most important piece of the puzzle. Rather, they are a part of a living, breathing ecosystem that ebbs and flows. That is the heart behind moving away from donor-centered language to a more community-centered approach. Recognizing that while donors are essential, they are not the most important part of the story because it is a collaborative process.

A catalyst for change

A brand is more than just a logo or a color palette. While advertising quality is necessary to cut through the noise, equally important is the language used to communicate those messages. Language shapes a charity’s internal culture and builds its reputation while also informing people’s understanding of who an organization is, what it stands for, and the people that it serves. Marginalized groups have been calling for better and more inclusive language for years that went largely ignored by major corporations until public outrage over the deaths of George Floyd, Breonna Taylor, and Amhad Arbery. Charities have an opportunity to be a catalyst for positive change by adopting inclusive, anti-racist, and person-centered language into their brand to ensure that all are welcomed, respected, and cared for.

Resources & People Mentioned

Email Matt and Ben YOUR fundraising questions at junkmail@frontier.io!
This Is The Most Fun Way To Make Your Life Awesome (Article)
The Shape of a Good Story (Article)
On Writing Well: The Classic Guide to Writing Nonfiction (Book)
Start with Why: How Great Leaders Inspire Everyone to Take Action (Book)

Frontier Marketing Co.