How empathy makes me a better designer for nonprofits
Much of Western culture tells us that caring deeply is a weakness. We're taught to be independent, to put ourselves first and others second. But that's just not who I am. Empathy runs deep in my bones.
I've always been the one who befriends the lonely kid in the cafeteria. The one who lets someone stay at my place for as long as they need. The one who lends money or, more precious, time, and goes out of her way to make someone feel comfortable. Sometimes that's come back to bite me. But I wouldn't trade it, because it reminds me I have a human heart.
From big advertising to work that matters
It wasn't until I left my comfortable advertising design job that I realized just how deeply I cared. I'd spent years working on projects for Fortune 500 companies. But after countless late nights pushing pixels for big ad campaigns, I realized something: I hated it. I didn't want to sell campaigns that made billionaires richer. I wanted my work to make a difference.
So I stepped into the nonprofit world and began designing campaigns and marketing strategies that help other people empathize.
When I started Sereth Design, I simply wanted to help more people share their messages. To tell stories about climate change, diverse cultures, mental health, science, healthcare, women's health, art, and more. I wanted to help individuals and organizations channel their care for people and the planet into work that moves others.
I'm proud of the studio we've built. The skills I learned in advertising, like how to shape public opinion and inspire action, are the same ones we now use to help nonprofits big and small tell their stories.
How empathy shows up in design
Empathy isn't just a personality trait. It's one of the most practical tools a designer, or any nonprofit communicator, can use. Here's how it shapes the work.
Listening before designing
Every project starts with understanding. Who are you? What keeps you up at night? What do the people you serve need? Taking time to really listen leads to design that feels true, not generic.
Designing for the people you serve
It's easy to design for donors or for ourselves. Empathy means also asking how a program participant, a parent, or a community member will experience your website or flyer. Will they feel welcome? Will they find what they need quickly, especially in a stressful moment?
Telling stories with dignity
Nonprofits often share stories of people facing hardship. Empathy helps us tell those stories in ways that honor people's strength and agency rather than reducing them to their struggles. That means getting consent, choosing images thoughtfully, and letting people speak in their own words whenever possible.
Making design accessible
Empathy extends to everyone who might encounter your brand, including people with disabilities, people who speak other languages, and people with older devices or slow internet. Strong contrast, clear language, and thoughtful layouts make your mission available to all.
Caring for your team
Nonprofit staff are often stretched thin. Empathy means creating tools and templates that make their work easier, not more complicated.
Lean into your superpower
Maybe you're like me, and you feel things deeply. Maybe you haven't started your nonprofit yet (please go for it, the world needs you!), or maybe you've been on this journey for years.
Wherever you are, I encourage you to lean into your superpower. Maybe yours is empathy. Or maybe it's foresight, observation, strategic planning, or sheer tenacity. Whatever it is, pair it with the cause you care about most, and you're on your way.
The qualities that make you feel "too much" are often exactly what your mission needs.
Let's do it together
If you need support figuring out how to tell your big story, I'd love to bring my superpowers to the table. Together, we can design a campaign, website, or brand that resonates with the people you're trying to reach. We've got a lot of work to do to make the world a more equitable and just place. Let's do it together.
At Sereth Design, we help nonprofits and impact-driven organizations build brands and websites that move people to act. See how we've done it in our case studies or start a conversation about your organization's next chapter.
