Here’s a genuine question that every nonprofit should ask itself at this moment: Do we want to take actions and make statements performatively, or do we want to be about the business of making genuine impact that is in service to our mission?

The Myth of Neutrality

Elie Wiesel’s lifelong commitment to confronting violence, oppression, and racism earned him one of the highest honors, a Nobel Peace Prize. In his acceptance speech, he famously said:

“We must always take sides. Neutrality helps the oppressor, never the victim. Silence encourages the tormentor, never the tormented.”

Wiesel’s words were a powerful reminder that, during the Holocaust, the world did know—and chose to remain silent. It’s a silence that echoes today. When women’s and trans people’s bodies are politicized, a government denying its own people bodily autonomy should be controversial—not the idea of reproductive justice itself. Likewise, saying lesbian, gay, bisexual and trans people exist and deserve rights is a statement of fact—we should be alarmed when institutions still refuse to defend such truths. Saying Black Lives Matter is a response to a system that normalized Black people’s murder by police. If your organization hesitates to engage in such conversations, you should ask: Whose comfort are we prioritizing? Whose oppression are we allowing to continue?

Content Warnings as a Tool for Community Care

Good content warnings should help make sure impacted communities have the ability to engage with your organization on their own terms. Black, Brown, trans, and disabled people have always practiced forms of collective care to survive systems that were not built to protect communities. Content warnings are part of that legacy. They exist because the world is violent, not because communities are fragile. Consider them a proper heads up that gives people autonomy over their engagement. If they so choose, they can opt out.

If all of the above is true, why do so many organizations get content warnings so wrong? They either don’t use them at all (which can re-traumatize communities they serve) or use them performatively—slapping a vague disclaimer on content without any true reflections on the language they use, how they frame content, or other decisions impacting the ways in which they operate. Here are a few tips to improve.

1. Center Those Most Impacted

Survivors, Black and Brown communities, women, and trans people deserve to engage with our organization in ways that honor their realities. If your organization is more worried about donor retention than survivor safety, you’re doing it wrong. Your donors, after all, are donating to the mission and the communities you claim to serve.

2. Acknowledge That Structural Violence Is the Problem

Avoid phrases like “sensitive topics”. They signal the problem is the content, or topic, itself rather than the systems that create harm. Content warnings should not be about making the privileged more comfortable; they should be about avoiding blindsiding communities with violence. 

• Racist maternal health policies are harmful. Reproductive justice is the answer.
• Ending anti-Black violence is vital.
• Laws criminalizing trans existence are immoral.

Avoid choosing to sanitize oppression—or making systemic violence comfortable—at the expense of those who are suffering under that very violence and oppression.

3. Use Content Warnings Thoughtfully

Keeping with the analogy as content warnings as a heads up, give people enough information to make an informed decision about engaging.

Don’t say: TW: sensitive content

Do say: “Content Warning: This post discusses police brutality, including descriptions of violence and state-sanctioned harm against Black communities.”

Here are a few more tips to help you craft great content warnings:

• Name the specific topic being addressed
• Do not minimize or misrepresent the issue at hand by calling it “sensitive” or “controversial”
• Give people options (e.g., alternate ways to engage, opt-out mechanisms, clear labels on content, and so on)

4. Stop Treating Content Warnings as a Substitute for Structural Change

Many organizations believe that as long as they “warn” people about difficult content, their job is done. But content warnings cannot replace real systemic changes within organizations and movements.

An intimate partner / domestic violence organization that issues a content warning about abuse but refuses to hire survivors from the community is falling short.

A climate justice group that warns about eco-anxiety but doesn’t center communities who protect Indigenous land is missing the mark.

A nonprofit that adds a “TW: Racism” tag to a social media post but doesn’t fight for abolitionist solutions is failing.

Content warnings must be part of a broader commitment to justice—not a way to absolve organizations of deeper responsibility.

5. Remember: Content Warnings Are a Form of Access

Consider content warnings a way to recognize that everyone moves through the world with varying degrees of privilege, and no one is ever completely safe. Therefore, content warnings expand access—they allow people to make informed choices, much like captions help Deaf and Hard of Hearing audiences engage with video content.

Turn Knowledge Into Action

When you harness the power of thoughtful content warnings, you’re amplifying your impact. Because how you deliver your message matters just as much as the message itself.

At FUNKY BROWN CHICK, we’ve spent nearly 20 years helping organizations like yours navigate sensitive topics with impact and intention. From reproductive justice to immigration rights, from climate action to healthcare access, we understand the delicate balance between powerful advocacy and responsible communication.

Ready to make an even bigger difference?

We’ve honed our approach to serve nonprofits and NGOs through data-driven strategies and digital innovation. Our success lies in empowering organizations to amplify their impact while protecting their communities.

We understand that implementing effective content warnings can feel daunting. That’s why we’re here to guide you every step of the way. Whether you’re just starting out or looking to enhance your existing approach, FUNKY BROWN CHICK offers tailored support to align with your mission and maximize your impact.

Remember, your voice matters in shaping a more equitable society. Now’s the time to step up, speak out, and make your impact felt—thoughtfully and intentionally!

While this guide provides a foundation for content management, every nonprofit’s situation is unique. Let’s chat about your specific needs. Give us a shout! We’re ready to help you create change that matters.