Let’s start with this: VTDigger has been doing yeoman’s work since the skies parted and the rains descended on July 10. They’ve ramped up their coverage to meet the need for information and insight, and that’s been absolutely critical in this age of ever-diminishing traditional media. And as a nonprofit organization, Digger has to meet its costs somehow or other.

So why does its joint fundraising campaign with the Vermont Community Foundation make me a little bit queasy inside?

Because, I think, it either crosses an ethical line or comes very close to it.

The details: Digger and VCF are raising money by selling a line of “Better Together” merch. The proceeds, minus the cost of the goods, is split 50/50 between the two entities. VCF devotes its half to flood relief, while Digger covers the cost of flood reportage with its share. The graphic design is, to my uneducated eye, kind of lame — of a piece with Digger’s recent website reboot. But that’s beside the point, and I’m sure the simple, direct design has its adherents. I don’t do TikTok either.

As a longtime denizen of public radio, I’ve spent more than my share of time dancing around this particular line between journalism and fundraising. During pledge drives, I’d be delivering the news one minute and begging for donations the next. Still, this Digger/VCF arrangement feels different, I think because it’s happening in the middle of a dire emergency — and looks like it’s capitalizing on the crisis. I’ve been part of public radio pledge drives, which take huge amounts of planning and organization, that were halted or postponed because of breaking news.

So I asked Digger CEO Sky Barsch about it, and she offered a strong rationale for the joint campaign. I wasn’t completely mollified, but I see her argument.

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