The Power of Images in Donation Crowdfunding Across Regions

ABSTRACT This study contributes to the discussion on philanthropic giving. The purpose of this article is to examine the pattern of donation behavior, specifically focusing on the emotional impact of showcasing images of impoverished children. By experimenting, we aim to explore the potential influence of various demographic characteristics (income, gender) and personal traits (altruism) on the propensity to donate. We also investigate if there are any differences between local and international donations. The current study aims to shed light on the potentially impactful role that images can play in eliciting support. We adopt an experimental approach employing the S‐O‐R framework. We explore donors' behaviors towards charitable projects by examining the roles of donors' demographics and donors' psychological perception of selflessness. We tested our research model anchored on prior literature using data from 549 potential donors for crowdfunding campaigns based in Asia and Africa, accounting for 280 and 269 observations, respectively. The data were gathered via an online survey. Our study reveals a higher propensity to donate in higher‐income, female and international potential donors, whereas it found no significant influence of selflessness on donation behavior. These results may help increase crowdfunding campaigns' reach through a better targeting strategy. Donation‐based crowdfunding platforms need to put more effort into internationalization as a means to attract more backers and ensure sustainability.