Code of Conduct

The Public Fundraising Regulatory Association (PFRA) is continuing to consult with members on a new principles-based Code of Conduct that sets the standard for ethical, transparent, and responsible fundraising in Aotearoa New Zealand. Developed in collaboration with charities, agencies, and sector experts, the Code is designed to reflect both local realities and international best practice. It focuses on clear principles rather than detailed rules, giving organisations the flexibility to apply standards in ways that suit their size, structure, and operations.

The new Code will launch soon, alongside guidance and training to help members put the principles into practice. Together, these resources will strengthen public trust, support fundraisers, and help charities connect meaningfully with communities across Aotearoa New Zealand.

Members have developed a principles-based Code of Conduct to keep fundraising standards relevant, adaptable, and practical. This approach focuses on outcomes and values - such as honesty, respect, and transparency - rather than one-size-fits-all rules. By setting clear expectations and allowing flexibility in how they are met, the new Code reflects the diversity of fundraising across Aotearoa New Zealand and helps charities apply the standards in ways that fit their size, structure, and activities.

The new Code was shaped through extensive collaboration with charities, fundraising agencies, and sector experts across Aotearoa New Zealand and overseas. Over the past year, our members have contributed through workshops, surveys, and discussion groups - from front-line fundraisers sharing day-to-day experiences, to directors and charity leaders offering strategic insights.

To ensure the Code reflects both local realities and international best practice, the PFRA reviewed the codes of conduct used by six professional fundraising bodies around the world. This benchmarking helped identify shared challenges, strong examples, and proven ways to build public trust - all adapted to Aotearoa New Zealand’s culture, values, and regulatory environment.

The result is a Code that is sector-led, evidence-based, and forward-looking - upholding the highest standards while staying flexible, practical, and relevant to fundraising in Aotearoa New Zealand today.

We want every member to have a voice in shaping the future of fundraising standards. You can:

1. Add your voice – Share feedback to help shape how the Code evolves. Your input will directly guide our next steps.
2. Support the new Code – Take part in the final consultation to ensure it reflects real-world fundraising in Aotearoa.
3. Join the Code Advisory Group – Express your interest in joining this member-led group that will help guide how the principles are interpreted, applied, and updated over time.
4. Share the vision – Discuss the Code with your team and peers. Every conversation helps strengthen our shared commitment to public trust.
5. Stay connected – Join PFRA webinars, workshops, and our annual Symposium to stay informed and contribute to the next chapter of fundraising standards in Aotearoa New Zealand.

The PFRA’s approach to self-regulation is based on partnership and proportionality. We know organisations vary in size, structure, and resources. While there will be a clear set of minimum standards for all members, we don’t expect smaller organisations to have the same systems or resourcing as larger ones. Our focus is on supporting every member - large or small - to meet the Code in a way that’s practical, reasonable, and sustainable.

We’ll provide guidance, templates, and examples to help organisations apply the principles effectively. Through training, one-on-one support, and peer learning, we aim to make compliance straightforward, meaningful, and not overly burdensome.

The new Code supports charities and fundraisers to engage the public with confidence and integrity. By focusing on principles instead of prescriptive rules, it encourages thoughtful decision-making and continuous improvement. It helps organisations strengthen their donor relationships, increase transparency, and protect public trust - enabling them to raise funds responsibly and meaningfully for the causes people care about most.