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Following the devastating Maui wildfires in August 2023, visitors to Hawaii gave generously. Relief efforts spread quickly across social media, websites (including ours), donation drives, and hotel front desks—many pointing to groups like Lahaina Strong and Our Hawaii as trusted places to help. Nearly two years later, however, a growing ethics complaint and mounting questions are casting doubt on where those Maui fire relief funds actually went.

At Beat of Hawaii, we’ve reported extensively on the reopening of West Maui, the expanding short-term rental bans, and the broader effects of the fires. This latest development takes the recovery narrative in a different direction—one that directly impacts Hawaii visitors. Many believed their donations were helping displaced families on Maui. Now they’re wondering if the money may have gone somewhere else entirely.

What Lahaina Strong really is.

Lahaina Strong became one of the most visible names in wildfire recovery. Its shirts, signs, and hashtags were everywhere. Most assumed it was a nonprofit or volunteer-run charity. But according to state records, Lahaina Strong is a registered trade name of a for-profit company called Ka Hooilina O Laiku LLC.

That company does not have an active general excise tax license. On checking, we find it is not registered with the Attorney General of Hawaii for charitable solicitation and does not hold tax-exempt status with the IRS. Despite reportedly handling substantial contributions and merchandise sales, no financial disclosures have been made available to the public.

What remains unclear is whether those who donated ever knew they were supporting a private company and not a licensed nonprofit organization.

The merchandise sales and untracked donations.

An ethics complaint, filed anonymously from an unknown source, is now under review and alleges, among other things, that Lahaina Strong conducted for-profit sales at a community paddle-out event held shortly after the fire. T-shirts and other items were sold using a Venmo account, with no visible tracking or explanation of how proceeds were used. Some who attended said the appearance of unregulated commerce undermined the emotional tone of the event.

One reader, David, told us, “We were told this was a solemn occasion, and then someone handed me a t-shirt price list. It didn’t sit right.”

To date, as far as we can find, Lahaina Strong has not released any itemized breakdown of donation intake, expenses, or distributions to fire survivors. Whether any taxes were paid on sales remains unknown.

Deleted Instagram comments and ties to lobbying.

The complaint also includes screenshots of a now-deleted Instagram comment from Lahaina Strong organizer Paele Kiakona. In the post, Kiakona acknowledged being paid to lobby using funds from an affiliated organization called Our Hawaii. He stated that the money came from unnamed corporations and philanthropic sources and was intended explicitly for lobbying efforts.

The public may have believed they were donating to wildfire recovery. If those same funds were used to pay political advocates, then donors may have unknowingly funded a different kind of operation altogether.

Maui councilmembers and overlapping agendas.

Several Maui County councilmembers have shown public support for Lahaina Strong and its affiliated efforts. Councilmember Tamara Paltin displays a Lahaina Strong sign in her office. Councilmember Keani Rawlins-Fernandez has worn Lahaina Strong apparel at official events and helped introduce recent legislation targeting vacation rentals—one of the policy goals of Our Hawaii.

Rawlins-Fernandez also serves on the board of HAPA (Hawai‘i Alliance for Progressive Action), which lists Our Hawaii as a coalition partner. HAPA has campaigned for the regulation of vacation rentals across the islands, positioning itself as a community advocacy organization. These overlapping roles between public officials, advocacy organizations, and donation-linked groups are among the issues raised in the ethics complaint now under review.

This development also intersects with themes from our earlier coverage of Maui’s tourism crisis and its legislative response. The public was told this was about wildfire recovery. The deeper connections suggest a more coordinated political effort, backed in part by visitor-funded donations.

One public commenter named Eric, asked, “Why doesn’t Lahaina Strong complain about the taxes STR owners already paid to help housing? My HOA and insurance costs are $1,700 a month before property taxes. These homes will never be affordable as long-term rentals, no matter how many bans get passed.”

Visitors want answers.

One reader, Susan, told us, “I gave money to Lahaina Strong last year because it was the first name I saw after the fire. Now I’m wondering if I helped or got played.”

Her concern isn’t unique. Many donors now question whether their contributions supported recovery or something else entirely.

Another reader, David, shared, “The other issue I see is the amount of division that Lahaina Strong and others have caused by directing their frustration in part toward visitors instead of holding elected officials accountable for the laws they have passed and their ineptitude that allowed this to happen.”

The frustration is understandable. Donors were motivated by a sense of urgency and compassion. In return, they expected transparency and impact. When that trust is broken—or even called into question—it risks long-term damage not just for one group, but for future giving across Hawaii.

A transparency problem with no clear resolution.

So far, Lahaina Strong, Our Hawaii, and HAPA have not provided any financial reporting tied to wildfire relief. The company behind Lahaina Strong remains out of compliance with state records. The County of Maui Board of Ethics has not announced a timeline for its investigation or released any findings.

Civil Beat recently reported that many of Hawaii’s county ethics boards lack staffing and enforcement resources. Volunteer panels may struggle to handle complex, politically sensitive complaints, especially when they involve elected officials and interlocking advocacy groups.

In the meantime, legislation affecting tourism and vacation rentals continues to move forward in Maui. Whether the original intent of Lahaina donations was ever clearly stated or respected remains unanswered.

What Hawaii visitors should know going forward.

This unfolding story highlights the importance of donor vigilance. We, like many, rushed to donate with the desire to help. For visitors who want to support Hawaii in times of need, here are a few key steps to take before giving that we’ll follow in the future:

• Check the organization’s status with the IRS using the nonprofit search tool at https://apps.irs.gov/app/eos/.

• Confirm that the group is in good standing with the State of Hawaii using https://hbe.ehawaii.gov/documents/search.html.

• Avoid groups with no public financial disclosures or unverifiable donation claims.

• Watch for signs of political activity or lobbying, and ensure that it’s properly disclosed.

If you’re contributing to fire recovery, housing support, or other causes in the islands, transparency is the first requirement, not the afterthought. We’ll continue to monitor this story and report updates as they emerge. If you donated to Lahaina Strong, Our Hawaii, or related groups, we’d like to hear your experience.