This episode is sponsored by:
What does it really mean to tell stories with heart – and without harm?
In this deeply moving and practical episode of the Lead with Heart Podcast, I’m joined by my brilliant friend Diana Farias Heinrich, CEO of Habrá Marketing and the visionary behind the EQUAstory Framework and the Ethical Nonprofit Summit. Together, we explore the complex terrain of ethical storytelling in the nonprofit sector.
Diana shares her journey from a first-time fundraiser to a leader in ethical marketing, including the powerful moment that transformed how she approached storytelling forever. We unpack how stories can unintentionally exploit and what true informed consent really looks like.
In this episode:
- [02:52] Diana’s powerful story of publishing with unintended consequences and what it taught her
- [06:18] Ethical storytelling and common nonprofit marketing and communications pitfalls
- [09:36] The 4-step EQUAstory Framework for ethical nonprofit storytelling
- [22:00] Why informed consent is a process, not a form
- [24:18] How to gather and share stories while protecting the dignity and safety of your clients
- [26:56] The role of stock photos, trauma-informed practices, and board education in nonprofit communications
- [32:24] The Ethical Nonprofit Summit
NOTEWORTHY QUOTES
“ How do I make sure that whatever I publish at the end is something that one, isn’t going to put somebody in harm’s way? And two, is something that they’re proud of?” – Diana Farias Heinrich
“ Informed consent is a process, not a form.” – Diana Farias Heinrich
“ From a marketing perspective, you absolutely need to use photos. It is what drives the internet. […] But, you can be selective about what kind of photos you use.” – Diana Farias Heinrich
RESOURCES
Join the Ethical Nonprofit Summit (June 4 – 6, 2025) and use the code leadwithheart for $20 off.
The EmC Masterclass developed by Dr. Lola Gershfeld is for everyone looking to enhance their communication and collaboration skills to raise more revenue for their mission. This groundbreaking Emotional Connection process has been integrated into top universities’ curriculum and recognized by international organizations like ICF HRCI, and SHRM. Use the code LEADWITHHEART to enjoy a generous 10% discount.
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CONNECT WITH DIANA
LinkedIn: Diana Farias Heinrich
Website: https://habramarketing.com/
CONNECT WITH HALEY
Haley is a Certified Fund Raising Executive (CFRE), Certified Stress Management Coach, and Certified EmC train the trainer. She is the Founder of The Savvy Fundraiser, a nonprofit consulting and coaching business. She has worked in both small and large nonprofit teams in the human services, homelessness, and youth sectors; and she specializes in the EmC process, nonprofit leadership, board development, and fundraising. Haley is a passionate, impact-driven, experienced nonprofit professional whose mission is to empower, elevate and engage nonprofit leaders to build healthy, thriving organizations.
Instagram: @thesavvyfundraiser
LinkedIn: Haley Cooper, CFRE
Website: thesavvyfundraiser.com
This episode is sponsored by Donorbox
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