110. Honoring Voices: Building an Ethical Storytelling Culture in Nonprofits
About this episode
Have you ever wondered if the stories your nonprofit tells are truly serving both your mission and your community with dignity? As fundraisers, we know stories are powerful—but are we honoring those whose stories we share, or are we unintentionally crossing ethical lines? I’ve spent years navigating the world of nonprofit storytelling, and I’ve made my fair share of mistakes along the way. But what I’ve learned—especially from inspiring voices like Carly Euler from MemoryFox —is that there is a path where your fundraising goals and ethical responsibilities not only coexist but powerfully reinforce one another. In this post, you’ll discover practical, actionable ways to transform your storytelling approach to raise more money and build deeper, more respectful community relationships. Let’s dive in and reshape how we tell stories—together.
Collecting Stories with Care: Ethical Foundations
When I first started asking program participants and clients for their stories, I worried more about deadlines and gala speeches than the experience I was creating for them. But hearing Carly Euler talk about real-time and year-round story collection was a game-changer for me. She shares that “capturing people’s passion in the moment—whether at a volunteer event, program milestone, or right after a life-changing service—is both more authentic and more ethical”.
What struck me is how this approach truly respects the storyteller. Carly emphasizes, “Let your community have the microphone… don’t manipulate their answers. Give them the agency to say exactly what they’re looking to say,” and—crucially—use their exact words, not a heavily edited version that fits our own narrative.
The best practice here? Circle back. If you do add context, always check back with the storyteller and ask, “Does this still reflect what you wanted to say?” I now realize that one quick follow-up can turn a transactional quote request into a meaningful, empowering partnership.
Moreover, Carly urges transparency in the process: from consent forms to where and how stories will be shared, she says, “Be upfront about the platforms you plan to use, and give options for anonymity if possible.” This up-front communication reduces pressure, addresses power dynamics, and lets people feel safe sharing at their own comfort level.
Building Consent and Culture: Protect Dignity, Foster Collaboration
If you’ve ever inherited a folder of stories and wondered, “Do I even have permission to use this?”—you’re not alone. Carly’s story about a messy Google Doc where no one could track edits or consent drove home the importance of solid systems. She shares a revealing statistic: “Over 80% of nonprofit professionals believe consent is extremely important, but only 24% feel they have a system in place to manage it”.
Her advice? Never rely on implied or verbal consent. “Even if someone emails you an incredible story, make sure you send back a consent request form before using it. Don’t assume—they need to check a box and know exactly what they’re agreeing to,” Carly says. We owe it to our storytellers and ourselves to protect everyone involved and mitigate risks.
Carly suggests multiple consent strategies:
Offer consent forms in multiple formats (written, audio, video) to accommodate different learning styles.
Translate consent materials for multilingual communities.
Walk through consent forms together for those who need extra support.
Review and co-edit stories before sharing.
When we know better, we do better. Carly reminds us that as our knowledge grows, so must our practices: “There are ways that you can still raise a lot of money by still ethically telling stories and collecting stories ethically”.
Strength-Based Messaging: Inspire, Don’t Exploit
A powerful message from the episode is the move away from “poverty porn” and deficit-based language. Ten years ago, many nonprofits inadvertently used stories that centered trauma, thinking this would raise more funds. Carly makes it clear: “Now we know that it had negative impacts on the communities we served, which is the exact opposite of what we’re trying to do”.
She encourages us to use strength-based language that puts the humanity, agency, and resilience of our clients first. It could be as simple as using “survivor” instead of “victim,” or describing clients as “people experiencing homelessness” rather than “the homeless”.
When in doubt? Ask your community! “How your community wants to be spoken about—they will tell you. That is the strength-based way,” Carly says. The impact? Not only do we foster dignity and trust, but we find parents are more willing to share their children’s stories, and donors respond with greater generosity. For example, one organization’s event raised 75% more than projected after sharing real, joyful stories captured with kids using strength-based prompts.
Creativity and Transparency: AI and Storytelling in a New Era
In an age of AI and content automation, Carly sees opportunity and risk. She encourages organizations to “use AI to generate images or stories that maintain anonymity for sensitive communities,” but always—always—disclose usage for transparency. She even recommends using AI for creative storytelling, such as “telling a story from the perspective of a food delivery truck or a backpack,” to illustrate a mission from fresh angles and protect client privacy.
Ethical storytelling isn’t a buzzword
It’s the future of transformational nonprofit fundraising. When we ask for stories with care, build ironclad consent processes, celebrate strengths, and get creative about protecting privacy, we boost our results and our reputations. I’m more inspired than ever to partner with our storytellers, not just extract from them.
Let’s leave the old models behind and embrace storytelling that uplifts, informs, and empowers. Have you taken steps to make your story collection more ethical? What’s worked for you—or where have you struggled? I’d love to hear your experiences—drop a comment below and share this post with others who want to do better for their communities by listening to this important conversation.
With heaps of gratitude,
Tammy Zonker
Major Gift Expert & Keynote Speaker
Our guest
Carly Euler, Marketing Director, MemoryFox
LinkedIn / Facebook / Contact / Website
“Strength-based language might be easier than you think. Listen to how your community wants to be spoken about—they will tell you.”
Carly Euler, Marketing Director, MemoryFox
The Intentional Fundraiser podcast has been selected by FeedSpot as one of the Top 80 Fundraising Podcasts on the web—and we’re honored to be ranked No. 11!
We’re thrilled to share some exciting news with our community! The Intentional Fundraiser podcast has been selected by FeedSpot as one of the Top 80 Fundraising Podcasts on the web—and we’re honored to be ranked No. 11!
This recognition means so much to us, and it wouldn’t be possible without your support, encouragement, and thoughtful engagement. Every listen, share, and conversation has helped us grow and reach more passionate fundraisers like you.
Thank you for being part of our journey! We can’t wait to keep bringing you inspiring stories, practical tips, and meaningful conversations to help you fundraise with intention and impact.
Here’s to making a difference—together!
Rate, review, and follow on Apple Podcasts
“I love Tammy and The Intentional Fundraiser Podcast” 👈 If that sounds like you, please consider rating and reviewing my show! This will enable me to reach more fundraisers — just like you — and help them become better fundraisers, faster. Click here, scroll to the bottom, tap to rate with five stars, and tap “Write a Review.” Then, let me know what you liked most about this particular episode or how you find my podcast helpful, valuable, insightful, or inspiring in some way.
Subscribe to this podcast
Also, if you haven’t done so already, subscribe to this podcast. I’m adding a bunch of bonus episodes to the feed, and if you’re not following, there’s a good chance you’ll miss out. Subscribe now!
Connect with Tammy Zonker on social
You can also connect with Tammy on Twitter and Instagram at @tammyzonker, and on LinkedIn.
We can help you take your fundraising results to the next level
To get started, learn more about joining our exclusive Transformers Community.