The Los Angeles Fire Department Foundation is facing criticism after an article in the Los Angeles Times revealed that the nonprofit used donated funds to hire a celebrity public relations firm to work with the Los Angeles Fire Department following the Palisades fire. The arrangement has raised serious questions about whether money raised to support firefighters is being spent in ways donors would reasonably expect.
According to the Times investigation, the foundation engaged the Lede Company, a prominent public relations firm whose clients include well-known figures such as Reese Witherspoon, Charlize Theron and Rihanna, to provide communications support after the Palisades fire. Neither the foundation nor the LAFD has disclosed how much the engagement cost or the specific services provided, and public statements have been vague on whether the work influenced revisions to the department’s official after-action report.
Foundation leaders have described the relationship as general communications assistance, but critics have noted that the lack of transparency on spending and deliverables undermines public confidence. Officials from the LAFD have declined to explain the firm’s role in sufficient detail, citing ongoing legal proceedings related to the fire.
The reporting has sparked concern among donors, local leaders, and nonprofit watchdogs about whether charitable dollars are being used appropriately. Critics argue that money raised to aid fire victims and support frontline responders should be directed toward those purposes, not to fund public relations efforts with a celebrity firm.
In response to the Times article and broader transparency concerns, CharityWatch Executive Director and CEO, Laurie Styron, weighed in. Styron emphasized the importance of clarity in how donor funds are used, saying the foundation “should be excited about” disclosing specifics of its spending, including the engagement with the public relations company. She added, “The fact that they’re being cagey about it is eyebrow-raising.”
Local leaders and major donors have also called for greater accountability, with some urging audits and clearer reporting to ensure that charitable contributions are spent in accordance with donor intent. In the wake of the fire, Rick Caruso, “the businessman and one-time L.A. mayoral candidate, committed $5 million to the Fire Department Foundation in annual increments of $1 million,” according to the Times article. Caruso told the Times that the donation his family made to the foundation “is specifically intended for and limited to the protection and service of the city of Los Angeles,” according to the article.
The controversy highlights a broader issue in disaster-related fundraising: the need for nonprofits to maintain strong standards of transparency and to communicate honestly with the public about how funds are allocated.
As the debate continues, watchdog groups like CharityWatch are urging the LAFD Foundation to provide clear, detailed disclosures so that donors can see exactly how their contributions are being used and can have confidence that those dollars are helping the people they were intended to support.
Will you help CharityWatch continue our important work?
As the only independent charity watchdog organization in the United States, CharityWatch relies on your support to fund our in-depth research and analysis in order to bring you the unbiased charity ratings and other information you rely on to help you make more informed giving decisions. We are not directly or indirectly funded by nonprofit industry interests.
We hope you will consider making a donation today so that we can continue to speak openly and critically and call out wrongdoing when we see it without concern for special interests cutting our funding. CharityWatch is a small organization and your donations are noticed, needed, and greatly appreciated. Thank you for giving wisely!
