Do White Saviour perceptions reduce charitable giving? Evidence from five online studies

Abstract

International aid charities face a dilemma by virtue of the White Saviour: Appeal photos of Caucasian helpers in Global South settings can build a bridge to donors or cause donor resentment with changing social norms. We examine four resulting empirical questions using a series of online studies: What is the White Saviour? How do White Saviour perceptions arise from charitable appeals? And what is their effect on both donation intentions and behaviour? We empirically identify two factors that constitute White Saviour perceptions: entitlement and ineffectiveness, along with the photo characteristics that raise them. Findings suggest that images with high White Saviour perceptions do not raise donations but can actually lower the propensity to donate. There is therefore no case for international NGOs to use such imagery, particularly given that it risks offending the people and communities they serve.