Fundraising Ethics: Toward an In-Depth Understanding of Individual Donors’ Perceptions

The rise of donorcentrism in fundraising often translates into donor-centric ethical thinking based on the idea that fundraising is ethical when it gives priority to donors’ wants, needs, desires, and wishes. However, nonprofit organizations cannot claim to be donor-centric without having a clear idea of donors’ ethical beliefs about fundraising. This study is the first to thoroughly examine individual donors’ ethical perceptions of fundraising practices by nonprofit organizations. More specifically, we develop an in-depth understanding of what drives donors to judge these practices as (un)ethical. Based on 52 in-depth interviews with individual donors, we uncover seven drivers: authenticity, honesty, effectiveness, accountability, efficiency, freedom of choice, and respect. Insight into these drivers allows fundraising professionals to broaden their current frame of reference and inspires a more informed debate on ethics when setting up, implementing, and evaluating fundraising campaigns.