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This qualitative inquiry explored how superintendents serving Illinois public school districts utilizing nontraditional teacher pay (NTTP) conceptualize and execute moral purpose in their work. Theoretical/conceptual frameworks predicted student-centered NTTP administration and preservation of resources following economic recession, a process aligning with leadership standards and ethical lenses. Six superintendents were purposefully selected for structured, open-ended interviews; reflective journaling; and artifact analysis. Thematically-analyzed data revealed moral purpose as service to students and larger contexts – communities, nation, and society – influenced by beliefs, values, and life experience. This informs multiple aspects of superintendent decision-making, including NTTP – the latter by notions of equity and resource repurposing. Findings support theoretical predictions, articulate with additional leadership standards, and provide implications for further superintendent research, preparation, and practice.