The Role of Genuine Human Faces and Social Presence in Charitable Websites

Abstract

Abstract In the digital age, charitable organizations increasingly rely on websites as crucial platforms for fundraising, outreach, and communication. Integrating human traits to digital interfaces as a mean to improve the user’s attitude and experience is a well-researched topic with various case studies. This study investigates the impact of images featuring genuine human faces and perceived social scenarios on user engagement metrics within the context of charitable websites, focusing on trust perception, social media sharing behavior, and donation willingness. A controlled A/B/C test was conducted, presenting participants with three versions of a charitable website: one displaying a stack of books (Version A), another showcasing a stock image of children in school (Version B), and the third featuring a genuine photo of Romanian children engaged in learning activities (Version C). Data was collected from 150 respondents (50 for each version), and quantitative analysis was performed to evaluate the effectiveness of each background image in influencing user behavior. Results shown that authentic photographs evoke more trust and willingness to donate to a cause among Romanian respondents. The conclusions of this paper can be used to further improve the results of online crowdfunding efforts of charitable organizations.