Concerns for reputation can promote cooperative behaviour. Individuals that behave cooperatively stand to benefit if they gain in influence, status or are more likely to be chosen as interaction partners by others. Most theoretical and empirical models of cooperation predict that image score will increase with cooperative contributions. Individuals are therefore expected to make higher contributions when observed by others and should opt to make contributions publicly rather than privately, particularly when contributions are higher than average. Here, however, I find the opposite effect. Using data from an online fundraising website, I show that donors are more likely to opt for anonymity when making extremely low and extremely high donations. Mid-range donations, on the other hand, are typically publicized. Recent work has shown that extremely generous individuals may be ostracized or punished by group members. The data presented here suggest that individuals may hide high donations to avoid these repercussions.