Strategic ERG Advisory

FinTech

Employee Insight Gathering

Co-creating a Global Inclusive Language & Asset Framing Guide

A practical, organisation-wide resource designed to transform how Global Fund for Children communicates about children, young people, and community-led partners.

Case Study

THE CONTEXT

Turning Inclusion into Practice

Global Fund for Children (GFC) partnered with TSIC and Communicate Inclusively to co-create a comprehensive Inclusive Language and Asset Framing Guide, a practical, organisation-wide resource designed to transform how they communicate about children, young people, and community-led partners.

Rather than producing a traditional "top-down" style guide, this project was intentionally co-created with GFC teams, ensuring the final output reflected lived practice, internal values, and the realities of fundraising, storytelling, and global communications.

The result is a 50+ page, practical and deeply applied guide that embeds asset framing into fundraising, impact reporting, social media, and global communications.

THE CHALLENGE

Navigating Real-World Tensions

GFC was already committed to dignity-led, inclusive communications. But they faced several sector-wide challenges that needed a structured, organisation-wide response.

Balancing ethical storytelling with fundraising demands

Crucially, this wasn't about introducing something entirely new. It was about formalising and scaling what was already working well across the organisation.

Navigating donor-required deficit language while maintaining integrity

Ensuring consistency across global teams and contexts

Avoiding narratives that unintentionally reinforce power imbalances or 'saviour' dynamics

Supporting teams to apply inclusive language practically

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OUR APPROACH

We designed a qualitative insight programme rooted in psychological safety, inclusion best practice, and evidence-based facilitation.

From Intention to Implementation

Co-Creation, Not Consultation

We designed a collaborative process involving GFC's communications and development teams through a series of workshops and working sessions.

The guide reflected real-world challenges (not theory)

The guide introduces a practical structure for fundraising communications: Vision → Barriers → Solutions, ensuring agency is always centred before need.

→ 5 core asset-framing principles to guide all communications

→ Context-specific guidance for proposals, impact reporting, social media, and global contexts

→ Checklists, frameworks, and decision tools to support day-to-day application

How to secure funding without deficit narratives

How to tell honest stories in crisis or conflict contexts

How to use donor-required language without compromising values

How to retain partner voice while applying asset framing

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Translating Values into Practical Tools

A key focus of the work was moving from intention to implementation. We developed:

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Teams felt ownership and confidence in applying it

Existing strong practices were identified, validated, and scaled

Addressing the Hardest Tensions Head-On

Rather than avoiding complexity, the guide directly tackles the most difficult areas teams face:

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Embedding Asset Framing as a Strategic Shift

We positioned asset framing not as a writing technique, but as a power-shifting communications approach:

Centering people's strengths, aspirations, and leadership

Positioning GFC as a partner and catalyst, not a 'saviour'

Naming systems and structures, not individual deficits

Ensuring storytelling reflects dignity, agency, and ownership

"Asset framing is about recognising people's strengths and potential before describing the barriers they face."

DELIVERABLES

What We Delivered

GFC was already committed to dignity-led, inclusive communications. But they faced several sector-wide challenges that needed a structured, organisation-wide response.

Comprehensive Inclusive Language & Asset Framing Guide (50+ pages)

Crucially, this wasn't about introducing something entirely new. It was about formalising and scaling what was already working well across the organisation.

Practical application guidance across key communication channels

Decision-making tools, checklists, and frameworks

A shared language and approach for teams globally

Supporting teams to apply inclusive language practically

DELIVERABLES

Common Barriers and the Need for Change

Polling and discussion revealed common organisational barriers to conversations about race.

Barriers to conversations about race

Fear of saying the wrong thing
Uncertainty about whether race is seen as a legitimate workplace topic
Lack of dedicated, psychologically safe spaces
Discomfort linked to low racial diversity in some teams

What would make a difference

Clear framing and purpose for race-related discussions
Informal, culturally grounded engagement opportunities
Visible and informed senior leadership support
Spaces to learn, reflect, and connect without judgement

While there was strong appetite for a Race & Ethnicity ERG, participants were clear that success would depend on authenticity, representation, and alignment with the organisation's broader inclusion strategy.

RECOMMENDATIONS

A Measured, Trust Building Approach

Rather than recommending an immediate ERG launch, we advised a phased approach built on credibility, co-design, and sustainability.

Build Credibility First

Establish a working group to design culturally sensitive activities linked to South Asian Heritage Month and Black History Month
Use these moments to test engagement, build confidence, and establish shared ownership

Co-design, Don’t Mandate

Develop any future ERG with employees, not for them
Ensure purpose, governance, and expectations are clear from the outset

Anchor Leadership Support

Encourage senior leaders to visibly endorse the work and acknowledge the value of race equity conversations
Avoid over-reliance on marginalised employees to carry the work