The topic of fundraising ethics has received remarkably little scholarly attention. In this paper we review the circumstances that precipitated a major review of fundraising regulation in the UK in 2015 and describe the ethical codes that now underpin the advice and guidance available to fundraisers to guide them in their work. We focus particularly on the Code of Fundraising Practice. We then explore the purpose and rationale of similar codes and the process through which such codes are typically

The ethics of fundraising has received scant attention in the academic literature, while there is not a huge amount in the grey and practitioner literature either. There is little that explicitly describes normative theories of fundraising—broad concepts of how fundraising ought to be practised, from which recommendions for applied ethical practice can be drawn. This is the first review of the literature on fundraising ethics, articulating, synthesing and naming (often for the first time) 14 ethical theories/lenses that can be inferred (few are explicitly stated as normative ethical theories) from the literature. In so doing, this review provides scholars and practitioners with a much firmer conceptual foundation for examining and developing professional fundraising ethics, and for analysing applied practice and finding solutions to the ethical dilemmas in applied practice.

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Much of the discussion on the ethics of the framing of service users in fundraising and marketing materials focuses on the ethical dilemma of whether the means of using negative framing and negatively-framed images-which it is argued are more effective at raising money-justify that end if they cause harm by stereotyping and "othering" the people so framed, rob them of their dignity, and fail to engage people in long-term solutions. Attempts to find the right balance between these two ethical poles have proved elusive. This paper posits a new ethical solution by removing these two poles from the equation and making the ethicality of fundraising frames contingent on the voice and agency of service users/contributors to tell their own stories and contribute to their own framing: as the Niger proverb says, "a song sounds