OUR CODE OF ETHICS
At the core of our work and mission, lies our Code of Ethics – our commitment to our clients, staff, donors, volunteers, and partners.
Our Code of Ethics
At Keys Marketing Group, ethics are not simply a statement of values; they guide how we serve our clients, communicate with donors, and support the people who work with us every day.
Fundraising is built on trust. Donors trust organizations to use their gifts responsibly. Clients trust us to represent their mission accurately and respectfully. Our team trusts that they will work in a professional and supportive environment.
Our Code of Ethics reflects that responsibility.
Keys Marketing Group operates in alignment with the ethical standards established by the Association of Fundraising Professionals, the Imagine Canada Ethical Fundraising and Financial Accountability Code, and the AFP Donor Bill of Rights. These frameworks guide professional fundraising practices and reinforce transparency, accountability, and respect for donors.
Our Ethical Commitments
Integrity and Transparency
We conduct all fundraising and marketing activities with honesty, accuracy, and transparency. Communications with donors, clients, and the public must clearly represent the organization, its mission, and the intended use of funds.
We do not misrepresent campaigns, outcomes, or impact. Claims must be accurate and supported by reliable information. Donors deserve clear and truthful information in order to make informed decisions about their giving.
Respect for Donors
Donors are partners in the work of social change, humanitarian support, and community development. We treat every donor interaction with respect, professionalism, and care.
We commit to:
-
Providing clear information about the purpose of every appeal
-
Respecting donor privacy and communication preferences
-
Ensuring donors can easily decline or opt out of communications
-
Avoiding high-pressure or manipulative fundraising practices
-
Honouring donor intent whenever a gift is given
Donor relationships are built on long-term trust, not short-term transactions.
Responsible Fundraising Practices
Keys Marketing Group is committed to ethical solicitation practices across all fundraising channels, including phone, digital, direct mail, and integrated campaigns.
We ensure that:
-
Fundraising scripts and communications accurately reflect the organization’s work
-
Campaigns comply with applicable laws and regulations
-
Fundraisers identify themselves and the organization they represent
-
Donors are given the opportunity to ask questions and receive clear answers
-
Any incentives or matching opportunities are described transparently
Ethical fundraising strengthens both donor confidence and the long-term sustainability of nonprofit organizations.
Confidentiality and Data Protection
The protection of personal information is a fundamental ethical responsibility.
Keys Marketing Group safeguards donor, client, and employee information through strict confidentiality and secure data practices.
We maintain strong data protection procedures and comply with applicable privacy and security requirements.
Confidential information is only accessed by authorized personnel and used solely for legitimate business and campaign purposes.
Professional Representation of Clients
When representing our clients, we act as trusted partners and ambassadors for their mission.
We commit to:
-
Representing client organizations accurately and respectfully
-
Following campaign guidelines and approved messaging
-
Protecting client brand reputation
-
Communicating campaign performance honestly and transparently
Our role is to strengthen our clients’ relationships with their supporters and help them achieve sustainable fundraising success.
Fair and Supportive Workplace
Ethical fundraising requires ethical workplaces.
Keys Marketing Group is committed to providing a professional environment where staff are treated with dignity and respect. We promote fairness, equity, and inclusion in our hiring practices, compensation, and workplace culture.
We commit to:
-
Hiring qualified personnel and providing meaningful training
-
Paying employees fairly for their work
-
Maintaining a workplace free from harassment, discrimination, or intimidation
-
Supporting staff wellbeing in emotionally demanding fundraising roles
A strong and ethical workplace allows our team to represent our clients and their missions with pride.
Compliance with Laws and Standards
Keys Marketing Group complies with all applicable laws, regulations, and professional standards governing fundraising, marketing, privacy, and employment.
We also follow recognized industry frameworks for ethical fundraising and marketing practices, including those developed by the Association of Fundraising Professionals and Imagine Canada.
Accountability and Continuous Improvement
Ethics are not static. They require constant reflection and improvement.
Keys Marketing Group regularly reviews its policies, training, and practices to ensure that we continue to meet the highest ethical standards in fundraising and marketing.
When concerns arise, they are addressed promptly and transparently. We are committed to learning, improving, and strengthening trust with every campaign we manage.
Our Commitment
Every conversation we have with a donor, every campaign we run, and every partnership we build reflects our commitment to ethical fundraising.
We believe that when fundraising is done with integrity, transparency, and respect, it strengthens not only the organizations we serve but also the communities and causes they support.