This paper studies how donors respond to merit when giving to families facing unaffordable medical expenses. Using data from a leading crowdfunding platform in China, I find that campaigns receive larger donations from repeat donors when recipients report attending more selective colleges. To examine how perceived deservingness shapes donor behavior, I conduct a survey experiment that elicits willingness to donate to fundraising vignettes. Both academic merit and financial need increase donor generosity, but there is substitution between merit-based and need-based considerations. The college selectivity effect is more pronounced for the top 50 institutions and when donors have better knowledge of the rankings.