WHAT THE FUNDRAISING
145: Breaking the Fundraising Mold: Empathy and Design Thinking in Action with Sheryl Cababa
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“Human centered design, I think a lot of people assume, like, there’s an equity component built into it, but I don’t actually think there is. If you’re just focused on end users, you’re not really thinking necessarily about fairness, which is a big component of equity, right? Fairness across differences. ”
– Sheryl Cababa
Episode #145
Overview
In this episode of What the Fundraising Podcast…
Do you want to enhance your design practices and create more equitable outcomes for marginalized communities? Are you seeking a solution to incorporate human-centered design into your nonprofit organization? Look no further! Our guest, Sheryl Cababa, will be sharing the key to achieving improved design practices and fostering greater equity in the nonprofit sector. Join us as we explore how to create meaningful impact and drive positive change within your organization, resulting in more inclusive and equitable outcomes for all.
Sheryl Cababa is a staunch believer in human-centered and equity-centered design. Pioneering her way through the design landscape, Sheryl currently leads as the Chief Strategy Officer at Substantial, a transformative design studio ensuring that design solutions are informed by the real lived experiences and contexts of the end users. With a design background shaped by industry giants like Microsoft and Philips, she has a unique ability to understand and weave the intricacies of design thinking with profound empathy for human experiences. Sheryl is particularly focused on uplifting historically marginalized voices in the education sector, crafting tools and solutions that approach the user experience innovatively and equitably.
EPISODE HIGHLIGHTS
- Introducing Sheryl Cababa
- Sheryl's Background and Approach
- Human-centered Design vs. Product-centered Design
- Consequences of Not Using Human-centered Design
- Human-centered Design and Equity
- Importance of Representation
- Time Constraints and Testing
- Engaging Audiences Throughout the Process
- Power Dynamics and Authentic Feedback
- Balancing Individual Empowerment and Systemic Responsibility
- The Impact of Negative Fundraising Practices
- Redesigning Fundraising
- Continuous Improvement and Adaptation
- Redesigning Fundraising for Long-Term Success
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Sheryl Cababa
ADDITIONAL RESOURCES
- Many thanks to our sponsor, Constant Contact for making this episode possible. Our friends at Constant Contact provide nonprofit leaders like you with cutting-edge email and social media management tools. Want to craft emails that shine on every device or manage your social media effortlessly? And for those moments you’re at a loss for words, their AI Content Generator, powered by ChatGPT, delivers engaging messages in mere seconds. For a platform that amplifies your marketing, saves time, and drives growth, look no further than Constant Contact. Get started with your risk-free trial using the promo code ‘MALLORY’ for 30% off your first three months. Discover more at www.constantcontact.com/mallory.
- If you haven’t already, please visit our new What the Fundraising community forum. Check it out and join the conversation at this link.
- If you’re looking to raise more from the right funders, then you’ll want to check out my Power Partners Formula, a step-by-step approach to identifying the optimal partners for your organization. This free masterclass offers a great starting point
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TIPS AND TOOLS TO IMPLEMENT TODAY
- Explore the concept of human-centered design by researching its principles and methodologies. Look for resources and case studies that demonstrate the impact of human-centered design in various industries.
- Familiarize yourself with the concept of equity-centered design and its importance in creating fair and inclusive solutions. Educate yourself on the barriers and challenges faced by marginalized communities in different sectors.
- Reflect on the consequences of not implementing human-centered design in product development or decision-making processes. Consider real-world examples where the lack of user-centeredness resulted in negative experiences or outcomes.
- Gain a deeper understanding of the relationship between motivation and action in behavior design. Explore the work of Dr. BJ Fogg and his research on behavior change and motivation.
- Think about how motivation and fear play a role in fundraising. Reflect on the emotional aspects of fundraising actions and the impact of fear on donor engagement.
- Consider the importance of equity in fundraising and how it can be incorporated into the design of fundraising strategies. Reflect on the potential barriers and challenges faced by marginalized communities in accessing resources and opportunities.
FAVORITE QUOTES
- Human centered design, I think a lot of people assume, like, there's an equity component built into it, but I don't actually think there is. If you're just focused on end users, you're not really thinking necessarily about fairness, which is a big component of equity, right? Fairness across differences. - Sheryl Cababa
- I think once you have the mindset of integrating this into your processes, though, it doesn't take as much time and energy. - Sheryl Cababa
- I think it's like finding ways of engaging those audiences throughout the process I think really makes it human centered design. - Sheryl Cababa
- I want them to feel a sense of empowerment over the decisions and choices that they can make to take care of themselves without taking on the responsibility of the system that led to that problem in the first place. - Mallory Erickson
- Those can be really serious real-world repercussions to not taking this approach of always involving people who will be your end users, learning from them and involving them throughout the process. - Sheryl Cababa
- I think where we're at as a sector is really recognizing that fundraising is broken and that there have been so many bad fundraising practices promoted over the years. - Sheryl Cababa
- Yesterday's solutions are today's problem. You have to always be addressing what might be the repercussions to what you sign. - Sheryl Cababa
- I think as part of the noticing phase, because we would be doing this in an equity centered way, one of the things I really like doing with organizations we work with is the power wheel exercise, which kind of has three layers, and it shows these different layers of privilege. - Sheryl Cababa
RELATED CONTENT
Get to know Sheryl Cababa:
Sheryl Cababa is the author of Closing the Loop: Systems Thinking for Designers. She’s a design researcher and strategist, and is the Chief Strategy Officer at Substantial, an education-focused research, Her focus is on using equity-centered design to help clients reimagine education. She also teaches at the University of Washington’s Human Centered Design and Engineering program, helping to introduce systems thinking to the next generation of designers.
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I teach nonprofit fundraisers to bring in more gifts from the RIGHT donors… so they can stop hounding people for money. Fundraising doesn’t have to be uncomfortable.
- CEO & Creator of the Power Partners Formula™
- Disruptor in the funding sector, changing lives everyday
- Relentlessly committed to the movement of money into the nonprofit sector
- Focused on win-win partnerships that allow fundraisers to be authentic and empowered in their work
- Over 15 years working in nonprofits (managing director and ED of multiple fast-growth organizations)
MALLORY ERICKSON
