“The sweetest songs”—Ethical framing in fundraising through the agency of service users/contributors to tell their own stories

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 sweeter from the author's mouth.”