The Cost of a Smile: How Facial Expressions on GoFundMe Lead to Fewer Donations for Black Beneficiaries

Crowdfunding platforms like GoFundMe, designed to democratize financial access, often fall short of their equity-focused mission. A new Journal of Marketing study finds that facial emotional expressiveness in campaign images can activate racial stereotypes, resulting in Black beneficiaries receiving fewer donations than their White counterparts. This research sheds light on how subtle visual cues interact with societal biases, creating inequities in a space meant for inclusion and opportunity.

Key Findings: How Bias Impacts Crowdfunding

Our research team analyzed over 4,100 crowdfunding campaigns to uncover the role of visual cues in donor behavior. Emotional expressiveness in campaign images, typically seen as a way to elicit empathy and generosity, often backfires for Black beneficiaries. Black individuals are stereotypically perceived as naturally more expressive, leading donors to discount their emotional displays as less genuine or indicative of need. Conversely, White beneficiaries displaying similar levels of emotional expressiveness are viewed as uniquely in distress, resulting in greater donations.

These biases reveal a critical challenge for platforms like GoFundMe: their promise of equitable access is undermined by societal stereotypes that influence donor decision making. Black beneficiaries face systemic barriers in receiving financial support, highlighting the urgent need for interventions that foster equity.

Practical Insights for Campaign Creators

Campaign creators can address these inequities and improve donation outcomes in several ways:

• Call-to-Action Cues: Including urgency-focused phrases like “urgent help needed” or “please act now” in campaign descriptions redirects donor attention from racial stereotypes to the critical nature of the cause. These cues emphasize the beneficiary’s situation, encouraging empathy-driven action.
  
• Affective Storytelling: Emotional narratives that highlight the specific challenges and hardships faced by beneficiaries can counteract biases activated by visual stereotypes. For instance, detailing the financial or emotional struggles behind the campaign helps donors connect with the individual story rather than making assumptions based on appearance.
  
• Shared Identity and Homophily: Campaigns that foster shared identity cues between donors and beneficiaries can bridge the empathy gap. Research shows that donors are more likely to empathize and give generously to beneficiaries who share their racial or gender identity. Creators can tailor campaigns to resonate with diverse donor bases, leveraging commonalities to build trust and engagement.

Implications for Crowdfunding Platforms

By embedding equity-focused design features, platforms can help ensure fairer opportunities for all users. One effective solution is implementing fairness-optimized algorithms. These algorithms can prioritize campaigns for underrepresented groups, ensuring greater visibility and support for Black beneficiaries and others who face systemic biases. Additionally, platforms can develop automated tools that guide campaign creators in crafting inclusive narratives, helping them emphasize urgency and emotional appeal without relying solely on visual cues.

Transparency in campaign curation and promotion is equally important. Platforms should clearly communicate how campaigns are ranked and promoted, offering insights into how donor behaviors are influenced. Providing training resources for campaign creators from underserved communities can also level the playing field, empowering them to design campaigns that resonate with donors across diverse demographics.

Policy Recommendations for Equity in Crowdfunding

Policymakers have an essential role in fostering fairness within crowdfunding platforms. By enforcing standards that mandate inclusivity and equity, policymakers can hold platforms accountable for their stated pro-social missions. Guidelines that promote transparency in algorithm design, campaign curation, and donation distribution are critical for reducing systemic biases.

Beyond regulation, policymakers can encourage platforms to adopt innovative approaches that prioritize inclusivity. For example, funding initiatives aimed at promoting equity-focused technologies or incentivizing platforms to address disparities can drive meaningful change in the digital economy.

Call to Action for Donors

While platforms and policymakers must take steps to reduce inequities, donors also have a vital role to play. Understanding the biases at work in crowdfunding can inspire donors to reflect on their giving behaviors. By prioritizing need-based giving and consciously questioning assumptions based on visual cues, donors can help create a fairer system for all beneficiaries.

Donors should seek out campaigns that emphasize urgency, personal narratives, and detailed descriptions of need. Taking the time to understand the stories behind campaigns can ensure that contributions are driven by empathy and equity rather than superficial judgments. Through intentional giving, donors can contribute to the broader effort to make crowdfunding a tool for empowerment and inclusion.

A Vision for an Equitable Crowdfunding Future

This study highlights the often-overlooked interplay between visual perception and pro-social behavior, revealing how systemic biases influence outcomes in digital spaces. Addressing these challenges requires collaboration across stakeholders, including platform managers, policymakers, campaign creators, and donors. By taking intentional steps to reduce disparities, crowdfunding platforms can fulfill their potential as tools for social good.

Together, these efforts can transform crowdfunding into a truly equitable space where individuals, regardless of race or background, can achieve their financial goals and aspirations.

Source: Elham Yazdani, Anindita Chakravarty, and Jeffrey Inman (2024), “Racial Inequity in Donation-based Crowdfunding Platforms: The Role of Facial Emotional Expressiveness,” Journal of Marketing.

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