Why Asset Framing is More Crucial Than Ever

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Since President Trump returned to office, his administration has been on a mission to dismantle Diversity, Equity, and Inclusion (DEI) initiatives across multiple sectors. From the corporate world to federally funded research institutions, the erasure of DEI is not just a policy shift—it is an intentional attempt to suppress funding and support for marginalized communities. Organizations that have traditionally relied on DEI-driven grant funding and philanthropy now face a stark reality: their language, their framing, and even the words they use in proposals could mean the difference between receiving funding or getting their applications rejected outright.

A striking example of this is the National Science Foundation’s (NSF) recent efforts to comb through thousands of active research projects for DEI-related language. According to internal documents obtained by The Washington Post, NSF staff are using a flagged list of words—including “equity,” “barriers,” “inclusion,” and even “community diversity”—to scrutinize and potentially defund scientific initiatives that do not align with the administration’s executive orders. This ideological purge is not just an attack on DEI but a direct assault on organizations and individuals working to create equitable outcomes in education, social services, and economic development.

In this climate, Asset Framing is no longer just a best practice—it is a survival strategy. Coined by Trabian Shorters, Asset Framing shifts the narrative from defining people and communities by their deficits to centering them around their aspirations, strengths, and contributions. While deficit-framed language plays directly into the hands of those seeking to cut funding, Asset Framing offers an opportunity to reframe our missions in ways that both resonate with funders and maintain the integrity of our work.

1. Avoiding Flagged Language While Maintaining Impact
   Given the blacklist of words being used to filter grant applications, organizations must be strategic. Instead of leading with “overcoming barriers,” talk about “expanding opportunities.” Instead of emphasizing “racial justice,” focus on “building pathways to success.” This is not about erasing the truth but about ensuring that language does not become an unnecessary barrier to accessing resources.
2. Centering Strengths Over Struggles
   Instead of describing communities as “underserved” or “marginalized,” which may trigger funding cuts, focus on their resilience and contributions. For example, rather than stating that a program serves “low-income Black and Latinx youth facing systemic inequities,” an Asset Framed approach would highlight that it “supports young innovators and leaders in predominantly Black and Latinx communities.”
3. Aligning with Funders’ Priorities Without Compromise
   Many funders still support equity-driven work, but they may now require different framing. Asset Framing allows organizations to communicate their missions in ways that resonate with broader audiences, including those who may not explicitly prioritize DEI but still value measurable impact, innovation, and leadership development.
4. Ensuring Long-Term Sustainability
   The political landscape is shifting, but Asset Framing creates messaging that is future-proof. Even as policies change, a strengths-based narrative makes it easier to pivot and align with evolving funding criteria while keeping the mission intact.

The push to eliminate DEI funding is real, but it is not unconquerable. The most effective organizations in this new landscape will be those that adopt Asset Framing as a tool to communicate their impact, attract funding, and continue serving communities without falling into political traps designed to cut them off from resources.

If your organization is facing challenges in securing funding due to DEI-related language shifts, now is the time to reframe your narrative. Asset Framing is not just about survival—it is about thriving in an environment that seeks to diminish the work we do. Let’s use our words strategically to keep our missions alive and our communities supported.