Born near the slopes of Mount Elgon in Western Kenya, my upbringing was rich with stories that served as the lifeblood of our community. However, too often when it came to the tales told by aid organizations, we weren’t the heroes of our own stories. Instead, we were the “problems” needing solutions. This skewed narrative echoes an African proverb: “Until the lion learns how to write, every story will always glorify the hunter.”
Centuries ago, Sarah Baartman was hauled off to Europe, showcased as a “freak” because of her large buttocks—a trait celebrated in many African cultures. Today, her story serves as a haunting reminder of how African communities are often reduced to objects of curiosity rather than respected as equals. This disempowerment extends to modern non-profits, unintentionally fostering a Western-centric perspective that can sometimes fuel harmful stereotypes and create imbalanced power dynamics between donor countries and those receiving aid.
Communication: the overlooked power player
As the non-profit sector wakes up to the urgency of shifting power dynamics, communication becomes crucial. Effective communication can be a catalyst for positive change; however, it can also maintain the status quo.
Leaders in the development sector often worry that changing their messaging could alienate philanthropic partners. However, this concern is based on a perceived tension between what they think funders want to hear and the stories that affected communities want to share. Contrary to these fears, many donors are increasingly open to ethical and nuanced storytelling. As the sector becomes more aware of the need for ethical approaches and shifting power dynamics, updating storytelling practices to align with these evolving norms is essential.
Communications must show that we are not just a problem to be “saved” but that we as Africans can be part of the solution. Language Matters and words have weight. Terms like “beneficiary,” “Global North,” “Global South,” “developed,” and “underdeveloped” carry the baggage of colonialism and paternalism. They need to be used cautiously and contextually. Words like “vulnerable,” “under-skilled,” and “incapable” are not just adjectives; they’re judgments that perpetuate prejudice and disempower the very people aid organizations aim to uplift.
The first step toward leveling the playing field is rethinking how we frame stories and define roles in aid narratives. We need to include the voices of local communities in the storytelling process. Are your stories creating a holistic picture, or are they just confirming pre-existing biases? Are you considering the perspectives of all community members, even those who may have contrasting viewpoints or are usually left out?
I recently took part in a campaign to promote better conversations around ethical storytelling in the social impact sector. The guide was co-created with input from over 140 experts, including donors, NGOs, and those with lived experience. It offers actionable steps for anyone working in communications and social impact, covering topics like making the business case for ethical storytelling and measuring impact.
Talking to colleagues and peers about the impact of stereotypes on communications materials was a cathartic experience, which made me feel heard, and listened to. It was like therapy. One of the key findings is that ethical storytelling is not simply a case of telling the same stories more ethically, but diversifying the kinds of stories we tell. Giving a platform to people with lived experiences to share their opinions and solutions not only enhances decision-making and program effectiveness but also builds community trust.
The idea that “the ends justify the means” in communications for a good cause is risky. While you might raise money quickly with emotionally charged stories that tug at donor heartstrings, you could also spread harmful stereotypes about the communities you’re trying to help. These narratives can be disempowering in the long run and could undermine the core goals of your organization, which likely include community empowerment.
By sticking to this kind of storytelling, you’re also missing an opportunity to test whether ethical communications might be more effective. Ethical storytelling can create a deeper connection between donors and the cause, and potentially lead to more sustained support. So, the question isn’t just about whether ethical approaches matter—they do—but also about finding a balanced way to meet fundraising goals without compromising on the ethics of your messaging.
It’s high time we give the lion a pen and let it write its own story, challenging the one-sided narratives that have long been accepted as the norm. No longer should Africans—or any community receiving aid—be considered “problems” on a whiteboard strategy. We are not passive beneficiaries; we are partners with agency, insight, and the capacity to effect change.
To those who dedicate their lives to international development, or who are moved to donate to causes, I have the utmost respect and gratitude. It’s not about rejecting generosity but urging a more informed and collaborative approach. After all, a story that glorifies only the hunter is never the full story.
Chilande-Kuloba Warria is the founder and director of the Warande Advisory Centre in Kenya where she is active in promoting system changes that close the gap between a just and equitable multistakeholder relationship and solidarity that restores the sovereignty and prosperity of global south communities
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