Serving Three Masters: Thematic Analyses Reveal Inherent Ethical Tensions in Fundraising

Although nonprofit fundraisers face considerable critique about the ethics of their work, research has not typically examined the perspectives of fundraisers themselves. Applying Charitable Triad Theory, we propose that fundraising is inherently fraught with ethical tensions because it involves consideration of three key stakeholders: donors, beneficiaries, and fundraisers. We surveyed 69 professional fundraisers working in diverse nonprofits and asked them how they perceived the ethical landscape of their work. Thematic analyses revealed that fundraisers perceive ethical challenges relating to donors (e.g., soliciting from vulnerable donors), beneficiaries (e.g., how beneficiaries are depicted), and the fundraising organization itself (e.g., how funds are used). A quarter of respondents talked explicitly about the balancing act required to manage competing ethical demands. The triadic lens nuances theorizing on fundraising ethics by highlighting inherent ethical tensions. Findings can inform the development of codes of conduct that engage with the unique, triadic nature of fundraising ethics.