What Does Ethical Imagery Look Like? An Experimental Examination of Potential Donor Perceptions of Nonprofit Marketing Imagery

Nonprofit humanitarian imagery has long sparked ethical concerns, yet these critiques often overlook how such images are received by potential donors—even though donor support is essential to nonprofit success. Most work seeking to understand ethical imagery has been largely conceptual or focused on single image attributes. To understand holistically how potential donors perceive humanitarian imagery, we surveyed a large sample of U.S. residents ( N = 1990) and asked them to evaluate 186 real images used by an international humanitarian aid nonprofit. The findings revealed clear patterns in what Western audiences consider ethical. Positive portrayals of children (such as smiling) led to higher ethical ratings, while images showing malnutrition diminished them. Photos featuring smiling aid workers (regardless of ethnicity) also boosted ethical perceptions. Some of these patterns echo existing scholarly critiques, such as concerns about depicting suffering, while others diverge from prior arguments, including positive portrayals of aid workers. Together, results suggest that donor perceptions of ethical imagery may not fully align with theoretical critiques, highlighting the need to integrate audience perspectives into ongoing ethical debates. To resonate ethically with potential donors, international nonprofits should consider moving away from negative stereotypes and instead highlighting the positive impact of their work. International nonprofits can use these findings to refine their image selection processes and inform their ethical guidelines.