This article looks at how charity organizations running private residential child care institutions on the Kenyan coast make use of the personal data of children in their care, as a means of securing and maintaining the support of donors from the global North. The strategy involves the online showcasing of children's profiles-individual children's photos, accompanied by their names, birth dates, annual development, and their emotion-inducing personal and/or family histories are posted on the respective organizations' websites, making them accessible to the global public. I analyze and problematize this practice, positing that while it explicitly serves fund-raising purposes and is motivated by the search for cost-effective fund-raising-oriented communication, at a more implicit level, it is equally a strategy used to discursively legitimize the organizations and their child 'rescue' activities, within the contemporary climate of deinstitutionalization. This strategy results in a violation of children's rights; has ethical implications; and is not without consequences for the concerned children's well-being.