Ling Han, Yidan Bi
Abstract This study examines how grassroots gender NGOs in China navigate online fundraising amid tightening regulations and declining external funding. Drawing on a longitudinal analysis of 463 crowdfunding projects by 124 gender NGOs on Tencent Charity, it shows how these organizations pursue gender equality under pressure from the state and the platform economy. The study identifies two interrelated strategies: (1) strategic conformity through issue reframing to ally with state agendas for algorithmic visibility and (2) strategic stealth in intersectional boundary-spanning, calibrating (in)visibility while leveraging cross-sectoral collaboration to sustain gender advocacy. These practices reflect how gender NGOs continually negotiate visibility, legitimacy, and autonomy. The findings suggest that digital philanthropy, rather than diversifying fundraising, often reproduces hierarchies of attention and access. Conceptualizing strategic stealth in intersectional boundary-spanning as adaptive, issue-expanding practices, this study deepens understanding of NGOs’ constrained agency and highlights platform governance as a key force channeling state priorities in civic fundraising.