What do ethical fundraising images look like?
Nonprofits are often criticized for the types of images they use in their communications. Most conversations around what is ‘ethical’ are happening between scholars, nonprofit managers, and journalists. It’s not yet clear to what extent these insider critiques are also upheld by the public of potential donors.
In this 6-minute video, Dr Aimee Smith summarizes new research into what the public believes makes a fundraising image read as ethical or unethical.
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Read the full article for free:
Smith, A. E., Chapman, C. M., Hornsey, M. J., Spence, J. L., Bleiker, R., & Hutchison, E. (2026). What does ethical imagery look like? An experimental examination of potential donor perceptions of nonprofit marketing imagery. International Journal of Consumer Studies, 50(3), e70220.
