Protecting Beneficiary Privacy While Enhancing Donation Effectiveness
The Role of Face Anonymization Techniques in Fundraising
Bibliographic Data
| ID | 12249263 |
|---|---|
| Authors | Heming Gong (0000-0002-3731-907X, China University of Mining and Technology, corresponding author), Shuqin Liu (0009-0006-6025-6931, Tianjin University), Chundong Zheng (0000-0002-3174-2731, Tianjin University) |
| Year | 2026 |
| Volume | 37 |
| Issue | 2 |
| Pages | 1-10 |
| Publication date | 2026-04-06 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Voluntas Revista Internacional de Filosofia (JOURNAL) |
| Journal identifiers | ISSN: 2179-3786 • E-ISSN: 1573-7888 |
| Publisher | Springer Science+Business Media (PUBLISHER • DE) |
| DOI | 10.1017/s0957876526000215 |
| OpenAlex | W7151083763 |
| Language | EN |
| References cited | 57 |
Protecting beneficiaries’ privacy in fundraising has become a common practice in real-world charitable campaigns. However, empirical research directly examining how such privacy protection influences individuals’ donation behavior remains unexplored. This research compares different face anonymization techniques (partial-face and full-face anonymization) with no anonymization on donation amount, and explores the mediating roles of empathy and credibility, as well as the moderating role of need for cognition (NFC). We conducted two studies and used ANOVA and bootstrap analysis to assess these effects. The results showed that partial-face anonymization leads to better donation amounts compared to full-face and no anonymization, with this effect mediated by empathy toward beneficiaries and the perceived credibility of nonprofit organizations. Additionally, the comparative effect of partial-face versus no anonymization is significant for donors with high NFC but not for those with low NFC. Our findings offer several implications for charitable platforms, nonprofit organizations, and beneficiaries
Beneficiary · Credibility · Donation · Empathy · Empirical research · Face (sociological concept · Information privacy · Privacy Protection · FinTech, Crowdfunding, Digital Finance · Nonprofit Sector and Volunteering · Psychology of Social Influence
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| Citation velocity | historical |
|---|---|
| Highly cited | No |