Nonprofit Nation with Julia Campbell: Out-of-the-Box Nonprofit Storytelling with Carly Euler

Release Date: November 13, 2024

In this enlightening episode of Nonprofit Nation, host Julia Campbell delves deep into the intricate world of nonprofit storytelling with her esteemed guest, Carly Euler. Carly, the creative mastermind behind Memory Fox's 2023 Ethical Storytelling Report, brings a wealth of experience from her tenure with various nonprofits, including youth development at the Wiley Network and community fundraising at the Breast Cancer Coalition. Together, Julia and Carly explore innovative storytelling techniques, ethical considerations, and practical strategies to enhance the narrative efforts of nonprofits.

1. Carly Euler’s Journey into Nonprofit Storytelling ([03:34])

Carly shares her unconventional path to becoming a storytelling advocate in the nonprofit sector. Initially a college lacrosse player with aspirations of coaching, Carly discovered her passion for connecting with individuals and supporting personal growth through her coaching role. This natural inclination led her to the nonprofit realm, where she immersed herself in storytelling early on with Memory Fox. Over nine years, Carly transitioned from a program participant to a pivotal team member, championing the cause of ethical and impactful storytelling.

Notable Quote:

"I realized that the thing I really liked about coaching was actually getting to know my players and getting them involved with their majors, getting them involved in the community." ([04:13])

2. The Power of Storytelling in Nonprofits ([07:00])

Julia and Carly discuss how storytelling transcends traditional fundraising, serving as a vital tool for education, advocacy, and mission performance. Carly highlights innovative examples, such as the Urban League of Metropolitan Seattle’s pandemic response, where capturing community questions and featuring trusted local doctors in a cohesive YouTube video significantly boosted vaccine uptake.

Notable Quote:

"Storytelling in nonprofits... it's not just about raising funds. It's actually mostly not about raising funds. Right. It's about educating people about your mission or educating people about what programs you actually are performing." ([10:15])

3. Creative and Out-of-the-Box Storytelling Techniques ([07:31] & [10:15])

Carly emphasizes the importance of diversifying story sources beyond just beneficiaries. Incorporating stories from donors, volunteers, board members, and corporate sponsors can enrich the narrative landscape. She cites the Urban League’s approach of addressing community hesitations during the pandemic as a prime example of leveraging storytelling to fulfill organizational missions effectively.

Notable Quote:

"We want to hear from them more often so they're more comfortable... storytelling is a powerful way to draw connections for people." ([12:01])

4. Story Collection Strategies ([12:33])

Collecting diverse stories presents challenges, especially for organizations with limited resources or overburdened staff. Carly offers actionable strategies to overcome these barriers:

• Cultivate a Storytelling Culture: Foster an environment where storytelling is a regular, two-way conversation, making staff and stakeholders comfortable with sharing narratives.

• Utilize Story Booths: Transform traditional photo booths into interactive story booths with tools like iPads for real-time story submissions.

• Assign a Content Collection Champion: Designate a dedicated individual to manage story collection during events, ensuring focused and effective storytelling efforts.

Notable Quote:

"When you put someone in charge of that and make that really something they can own, that's when you're going to get the majority of content that you really can use in the future." ([15:48])

5. Building a Culture of Storytelling ([12:57] & [16:24])

Julia and Carly explore the significance of embedding storytelling into the organizational fabric. This involves:

• Clear Communication: Transparently outlining the storytelling process to staff to build trust and alleviate fears of exploitation.

• Team Alignment: Highlighting how stories contribute to fundraising and program success, encouraging team members to participate willingly.

Notable Quote:

"We need to make sure that we're all on the same page, bring them into the process, let them know all of the options of what it might look like later." ([16:24])

6. Ethical Storytelling Standards ([22:19] & [26:02])

Balancing impactful storytelling with ethical considerations is paramount. Carly outlines key guidelines from the Ethical Storytelling Report:

• Consent and Informed Consent: Ensure storytellers understand how their stories will be used and agree to the process.

• Story Approval: Always obtain final approval from storytellers before publishing to prevent misrepresentation.

• Anonymity Options: Offer ways to share stories anonymously, respecting individuals' privacy and comfort levels.

Additionally, Carly advocates for organizations to develop an Ethical Storytelling Standards Guide to maintain consistency and uphold ethical standards across all storytelling endeavors.

Notable Quote:

"Always go back to that storyteller before you publish the story and get that final yes and sometimes even a no." ([25:07])

7. Confidentiality in Storytelling ([32:49])

Addressing scenarios where clients may not wish to appear on camera, Carly suggests alternative storytelling methods:

• Written Testimonials: Utilize written narratives paired with mission-related imagery to convey compelling stories without revealing identities.

• Voice Narration: Use voiceovers to tell stories, allowing individuals to share their experiences without direct visual representation.

Notable Quote:

"Would you be okay if I shared your story over top of these other images of our mission in action? Something like that can still feel like a really compelling way to view a story." ([34:40])

8. Memory Fox Platform Overview ([28:53])

Carly introduces Memory Fox, a technology tool designed to streamline story collection for nonprofits. Key features include:

• Multimedia Support: Enables the collection of videos, photos, and written testimonials directly from the community.

• Story Bank: Organizes collected stories for easy access and categorization.

• Integration with Canva: Seamlessly incorporates stories into Canva documents, enhancing report and presentation creation.

• DIY Approach: Empowers nonprofits to gather stories without the need for external interview crews or videographers.

Notable Quote:

"It's a way to collect the story directly from your community without having to send out an interview crew or send out a videographer. It's a sort of a DIY way to collect stories." ([28:53])

9. Incentivizing Story Sharing ([30:01])

When asked about motivating individuals to share their stories, Carly underscores the importance of comfort and trust over tangible incentives. While gift cards or raffles can provide motivation, the primary driver should be the community’s desire to contribute to the organization's mission. Making the storytelling process straightforward and respectful encourages voluntary participation.

Notable Quote:

"It kind of comes down to them feeling comfortable doing it... making those great questions, though, that easy to answer or that feel within reach of answering without spending too much time." ([30:15])

10. Recommended Storytelling Platforms ([35:31])

Carly highlights the growing potential of platforms like TikTok for nonprofit storytelling. While Julia acknowledges her limited use, she concurs that TikTok is invaluable for creating short-form, engaging videos that can humanize causes and attract younger audiences.

Notable Quote:

"TikTok's kind of a strange one where you really do have to go head first and give it a try if you want to gain a following, you just have to keep trying." ([35:51])

11. Conclusion and Resources ([34:56])

As the episode concludes, Carly directs listeners to the Ethical Storytelling Report available on Memory Fox's website and shares her social media handles for further insights and tips on ethical storytelling. Julia encourages listeners to subscribe, rate, and review the podcast to support the dissemination of valuable nonprofit strategies.

Notable Quote:

"I am writing that down. Post little fundraising tips. I like to post things about ethical storytelling." ([35:29])

Key Takeaways:

• Diversify Story Sources: Incorporate narratives from various stakeholders to enrich your nonprofit’s storytelling palette.

• Build a Storytelling Culture: Foster an environment where storytelling is a shared, regular practice, enhancing comfort and participation.

• Prioritize Ethical Standards: Develop and adhere to ethical guidelines to maintain trust and respect in all storytelling efforts.

• Leverage Technology: Utilize platforms like Memory Fox and TikTok to streamline story collection and reach broader audiences.

• Focus on Comfort Over Incentives: Encourage story sharing by making the process comfortable and meaningful rather than relying solely on incentives.

For more insights and to download the Ethical Storytelling Report, visit memoryfox.io. Connect with Carly Euler on LinkedIn or TikTok (@Carly_MemFox) for ongoing tips and updates on effective nonprofit storytelling.

Subscribe to Nonprofit Nation on Apple Podcasts or your preferred podcast platform to stay updated with the latest episodes. Join Julia Campbell in building impactful movements and communities through strategic storytelling.