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Ep. 36 | Innovative Nonprofit Storytelling with Carly Euler

In this episode of Beyond the Donation, guest host Val Kleppen interviews Carly Euler, a marketing manager at MemoryFox. Carly shares her extensive experience in nonprofit fundraising, marketing, and communications.

The discussion centers on the importance of storytelling in the nonprofit sector, the ethical considerations involved, and practical tips for capturing and using stories to enhance donor relationships and fundraising efforts.

Carly emphasizes building a culture of storytelling and using digital media effectively to share impactful and authentic narratives.

00:00 Introduction to Beyond the Donation

00:35 Meet Carly Euler from MemoryFox

02:14 The Power of Storytelling in Nonprofits

08:03 Building a Culture of Storytelling

10:12 Ethical Storytelling Practices

19:17 The Role of Digital Media in Storytelling

22:53 Case Study: Wreaths Across America

25:44 Final Thoughts and Contact Information

To Connect with Carly:

Website | LinkedIn | Carly’s TikTok

To Connect with Beyond the Donation Podcast:

BTD Podcast | DonorDock LinkedIn | Matt LinkedIn

Do nonprofits need a storytelling system?

Yes. Good stories without a sending system go nowhere; a sending system without good stories is noise. Pair your CRM's segmentation and automation with a content calendar and a simple library of mission stories, staff-pick quotes, and donor testimonials. That combination is a storytelling system — and it scales in a way one-off emails do not.

Last updated

April 25, 2026

How do nonprofits use storytelling to engage donors?

Use real people — one named beneficiary, one specific moment, one outcome — instead of statistics. Tell stories across every channel in sequence: a longer version on the blog, a condensed version in email, a one-sentence version in text. Donors respond to faces and moments far more reliably than to averages and totals. Stories turn data into meaning.

Last updated

April 25, 2026

What is the 'start with the person' storytelling strategy?

Open every story with a specific individual — their name, their situation, one sensory detail — instead of the organization's background. Research on donor psychology consistently shows that identifiable-victim stories outraise statistical appeals by large margins. "Maria, a 62-year-old grandmother in Cleveland…" outperforms "1,200 seniors served this year" every time.

Last updated

April 25, 2026

Why does story-first fundraising outperform stats-first appeals?

Story-first fundraising outperforms stats-first because humans remember stories up to 22 times more than facts alone. The "identifiable victim effect" shows donors give more when presented with one face and one name than with statistics about many. The 2024 StoryRaise benchmark found 70% of donors are more likely to give to nonprofits that effectively use storytelling. The fix isn't to drop your data — it's to lead with character and conflict, layer stats in as proof of credibility *after* the donor cares, and end with a warm call to act.

Last updated

April 25, 2026

What is the right story-to-ask ratio for donor emails?

Aim for three stewardship or story touches for every appeal. That 3:1 ratio reinforces the relationship before the ask and sharply increases open rates, conversion, and lifetime value compared to appeal-heavy programs. Donors who feel thanked and updated give again. Donors who only hear from you when you need money lapse.

Last updated

April 25, 2026

Author

Elisha Ford

Content Writer

Last updated:

April 28, 2026

Written by

Elisha Ford

Content Writer

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