Informed Consent Conversations with Diana Farias Heinrich
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In This Episode
When it comes to nonprofit marketing, personal stories are powerful. But we need to be careful—not every story is ours to tell.
Diana Farias Heinrich, founder of Habrá Marketing, joins us on the podcast to tell us how she learned this the hard way when a story she shared had unexpected consequences for the young woman involved. Motivated by this eye-opening experience, Diana decided there must be an ethical way to leverage stories in our marketing efforts.
The solution? Informed consent conversations. Diana dove into research on consent procedures and trauma-informed storytelling. She began incorporating what she learned into her nonprofit consultancy. Over time, her expertise crystallized into a practical guide—a new standard for protecting vulnerable populations as we promote our causes.
Listen as we explore Diana’s journey and how we can implement what she has learned in our own lives and work.
About diana Farias Heinrich
Diana Farias Heinrich is a nonprofit storyteller and marketer and the founder and CEO of Habrá Marketing. Her consultancy is rooted in bringing equity into nonprofit marketing and fundraising strategies through Informed Consent. Diana is on the show to walk us through her Guide to Informed Consent Conversations - which is a crucial part of trauma-informed storytelling.
Connect With Diana Farias Heinrich
Website | LinkedIn | Guide to Informed Consent Conversations
About Host Maria Bryan
Maria Bryan is a trauma-informed storytelling trainer. She helps nonprofit leaders tell powerful and impactful stories that resist harm. Maria has over fifteen years in marketing communications in the public sector. She has a Master’s Degree in Public Administration, a Bachelor’s Degree in Journalism, and is professionally certified in Trauma & Resilience, Trauma-Informed Space Holding, and Somatic Embodiment & Regulation. Maria is a firm believer that storytellers make the world a healthier, safer, cleaner, and happier place.
Connect with Maria
Speaking & Training | LinkedIn | Email
Transcript
Maria:
Hello, and thank you for tuning in. Today, we are talking to a kindred spirit of mine, Diana S. Heinrich. She is a nonprofit storyteller and marketer, and she's the founder of Abhra Marketing. Her consultancy is rooted in bringing equity into nonprofit marketing and fundraising through informed consent. I'm so thrilled to bring her on to walk us through her guide to informed consent conversations. This is a crucial part of trauma-informed storytelling.
Maria:
Diana, welcome to the show. I'm so glad to have you on.
Diana:
I'm so excited, Maria. Thank you for having me.
Maria:
So we met not too long ago, and I learned quickly that you authored the Informed Consent Conversations guide, which is so important—such a key part of trauma-informed storytelling. I’d love for us to talk about that. What inspired you to create a guide with such great guidance on informed consent conversations, especially in the context of nonprofit marketing and fundraising?
Diana:
Like a lot of us, Maria, I learned it the hard way. One of my very first assignments was to write stories about ten young women who had won college scholarships. They were moms and had been through so much. It was awesome to get to write their bios and publish them across platforms—Facebook, Instagram, LinkedIn, email, at the luncheon fundraiser—everywhere.
The campaign was great, everything seemed well and good. But a few weeks later, I overheard colleagues talking about one of the girls and learned she had been involved in a domestic violence situation. Immediately, I got a pit in my stomach. I had published her first and last name, her kids’ names, the program she was attending. So I backtracked. I took everything down—social posts, website content, photos.
That moment left me with a painful question: There has to be a better way. That experience was the catalyst for diving deep into informed consent and integrating it into everything I did. Over the years, I turned that research and practice into a guide that people can use to change their storytelling processes now.
Maria:
What sticks with me are those little mistakes I’ve made—the painful ones that become our guiding light. What’s beautiful is it didn’t just change your process, but you created a tool for others. Let’s dig into some elements of the guide. One of the first things you talk about is the prep work—understanding the client’s background and gathering key information. Can you explain why this pre-work is so important?
Diana:
Absolutely. And before I get into it, I want to say—we all have cringe stories. Everyone has them. This is an industry-wide problem that we need to address together.
The first step in the guide is preparing for the conversation. As a marketer or development person, you need to know where and how you’re publishing the story. Are you pitching it to Good Morning America? Or using it in a mailer? That info is key for informing the client.
Another key aspect is building a bridge with those who have deep relationships with the client—case managers, counselors, direct service staff. As storytellers, we’re usually one step removed from their daily lives. So I start by talking with those staff first. I’ll ask things like: “Is there any topic I should stay away from?” or “Would you or the client like you to be present for the interview?”
Maria:
We often assume program staff don’t want more on their plate, but I’ve found the opposite. They’re the fiercest advocates for their clients. Having that liaison is so important. And if you don’t have one, find someone who can provide that background. Also—let’s slow the storytelling process down. Maybe we don’t need a story every week. Maybe it’s a few thoughtful stories each year with proper prep.
Diana:
Exactly. And even if you don’t have that bridge, you can ask the client directly. That’s where the stakeholder test comes in.
Maria:
Yes! Tell me about the stakeholder test.
Diana:
It comes from an article by Save the Children called The Practicalities of Informed Consent in Development Photography. The stakeholder test is a question that puts the story into the context of the client’s daily life. You might say, “If this is posted on TikTok, how would your friends react?” or “If your mother-in-law saw this Facebook ad, would you be okay with that?”
It helps clients visualize the impact and reach of the story. Because once something is out there, it’s out there. The stakeholder test prompts real reflection.
Maria:
I love that. Consent isn’t just a signed form—it’s an ongoing conversation. And the stakeholder test helps people picture the real-world implications. So, what happens if you’re ready to do the interview, and they say, “Actually, I don’t want to share this”?
Diana:
Then I say, “Okay. Don’t worry about it.” That’s their choice. The guide includes prompts to ask, “Do you still want to do this? It’s okay if you say no.” Saying that out loud is powerful. It shifts the dynamic.
There are power imbalances in nonprofit storytelling. Clients may feel obligated because they’ve received services. That’s why it’s crucial to know where they are in their journey. And to say clearly: “You can say no. Your services won’t be affected.”
Maria:
Yes—and that trauma response of “fawning” can be misinterpreted as excitement or readiness. When in fact, it’s a coping mechanism. So we must normalize saying no, offering support, and revisiting the story later if needed.
Diana:
Exactly. It’s about showing respect for their privacy and dignity. One part of creating a safe space is introducing yourself. Say who you are and why you do this work. Let them get to know you too. It helps build trust.
Maria:
And let’s talk about power dynamics. As a white, straight woman, I didn’t fully grasp these dynamics when I worked in Ghana or Chinatown. But we have to acknowledge them. Often, we don’t share the same background or experience as the person we’re interviewing. What are some ways we can navigate that?
Diana:
First—just say it. Don’t assume they know they can say no. Spell it out. Invite support people to be present—family, case workers, someone they trust. Ask if they want someone else to do the interview. If you’re not the right person, that’s okay.
Power assumes. The antidote is asking. If you don’t know, ask.
Maria:
That’s powerful. And once the interview is done, your guide includes a final step: pass back the mic. Can you talk about that?
Diana:
Yes. Share the piece with them before publishing. Ask: “Anything you want to add, edit, or delete?” I had a young woman I’d written about several times. In one version, a sentence about her parents made them sound unsupportive. She told me, “I wouldn’t want to share this with my parents.” So I changed it. That simple act made a huge difference. She felt proud. Her son was proud. Everyone was proud.
Maria:
That’s such a testament to creating safe storytelling spaces. She knew she could speak up. And that only happens when you’ve created that relationship and process.
Diana:
Exactly. And on the flip side, I’ve seen situations where someone shared a story on stage, it was livestreamed, and a loved one was upset. That kind of harm is avoidable when we slow down and ask those stakeholder questions.
Maria:
There’s so much in here. It’s not just “Are you willing to share your story?” It’s: “Where? How? Who might see it?” These small things make a big difference. As we wrap, what would you say to someone listening who’s cringing at past mistakes?
Diana:
To paraphrase Maya Angelou: When you know better, you do better. This is a process. I created this guide through years of making mistakes. I’m still learning. We all are.
It can feel overwhelming. But if you don’t do it alone—if you bring your team along—it becomes a best practice. Over time, it’s just how you do things. You iterate, improve, and keep showing up.
Maria:
What part of your storytelling role are you most proud of?
Diana:
Honestly, I’m proud of the people I interview. They inspire me. I’m just honored to get to know them and help tell their stories.
Maria:
Well, I’m so grateful for your work and this conversation. How can people connect with you?
Diana:
You can learn more at habramarketing.com. We support nonprofits with marketing and communications. You can also sign up for our newsletter and download the informed consent guide right on our site.
Maria:
We’ll have that linked in the show notes. Diana, thank you again for being here and for all the work you do.
Diana:
Thank you, Maria.
The When Bearing Witness Podcast is produced by Rustic Roots. They are video storytellers passionate about sharing the impact of nonprofits. From story ideation to beautiful and powerful videos on screen, they've got you covered. Learn more at Rusticroots.co.