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Each year in the United States hundreds of billions of dollars are donated to charitable causes by individuals, thus it is important to understand factors that contribute to donating behavior to maximize public good. This study examined how attention might be captured by donation-relevant information on the web. The basic attention literature suggests that information presented in a unique color should capture attention reliably, even when this information is completely irrelevant to the task at hand. However, other research suggests that observers have a large degree of top-down control over their attention (knowledge and intention primarily drive attention). We contrasted these two views in a simulated web-surfing task in which participants searched for specific information. Donation-relevant information was presented either in the website's default text color or in a unique color. Contrary to predictions, uniquely colored links did not capture attention as measured by eye movements. Furthermore, when participants did fixate this information, they moved their eyes away from it quicker when it was presented in a unique color. Strong top-down control of attention was observed since participants almost never fixated donation information when they knew the information they were looking for would be presented elsewhere. Findings support models of attention that propose that top-down knowledge primarily determines where attention goes and how long attention stays at a location. These findings have important implications for donation campaigns, online advertising, and the theories of attention capture.