Apart from the split diaphragm scenario, there'll also be a couple of 1 way valves in the pump so it can suck, but not squirt, from the tank & do the opposite to the carb. It's quite possible the seats are a bit tired, especially if they were never intended for ethanol doped juice.
You could whip the plugs out so it cranks easier on the starter & rig up some moonshine style plumbing: a good length of hose, or pipe, in to a bottle (at head height, or ideally 8ft). If it'll squirt in to that it can be assumed to be good & if the pipe end is submerged you'd likely spot if there's any back flow.