Understanding what makes people give
Authored by Sam Thomas
New insights from donor behaviour research
In a world where charities and mission-driven organisations face tightening budgets and ever evolving social expectations, understanding why people give is more important than ever. A recent systematic review by Atul Kumar and Somnath Chakrabarti shines a light on this very question, synthesising decades of academic research into a roadmap of donor behaviour and pointing the way to future thinking in non-profit engagement.
Why this matters
Charitable giving isn’t just about generosity – it’s about behaviour. Whether someone donates £5 online or commits a regular gift, there are psychological, social and contextual factors at play. Nonprofits that understand these drivers are better placed to build trust, deepen engagement and ultimately increase impact.
This review brings together nearly 150 studies spanning psychology, marketing, economics, information technology and consumer behaviour to answer a fundamental question:
What the research found
1. Donor motivations are multidimensional
At its core, the review confirms that there’s no single explanation for why people give. Studies show a dynamic mix of:
Intrinsic motivations like empathy, altruism, moral obligation and identity.
Extrinsic motivations including reputation, social rewards and recognitions.
Contextual cues like tax incentives, peer behaviour and organisational reputation.
This means that people don’t give just because they care — they give because giving intersects with who they are, what they value and how they see themselves in the world.
2. Psychological drivers matter
A core insight from the literature is how closely giving behaviour aligns with classic psychological theories of decision-making. For instance:
Attitudes and intentions strongly predict giving behaviour.
Social norms — what peers are doing — influence people’s comfort with giving.
Perceived behavioural control — the sense that donating is easy and impactful — increases the likelihood of action.
For charities, this highlights the importance of not just asking for money, but shaping the perception of giving as meaningful, accessible and socially supported.
3. Trust, transparency and relationship building are key
Across the studies reviewed, one theme recurs again and again: trust matters. Donors give to organisations they believe are competent, ethical and aligned with their values.
That’s why clear communication, evidence of impact, and ongoing engagement can create relationship capital that sustains giving over time.
This moves the conversation beyond transactional fundraising to ongoing donor relationships — where trust, transparency and emotional connection are central.
4. Technology and the digital experience are growing influencers
The review emphasises that giving behaviour isn’t happening in a vacuum. New digital platforms, online fundraising tools and social media all shape how donors discover causes, interact with organisations and decide to give.
Organisations that make digital giving intuitive, secure and emotionally engaging are more likely to succeed in today’s landscape.
5. There are gaps in what we know
One of the most valuable parts of the review is its research agenda — areas where future work could deepen our understanding:
The donor “customer journey”: What triggers first-time giving, and how does it evolve into loyalty?
Digital behaviours and platforms: How do apps, social sharing and online communities shape giving?
Trust and co-creation with donors: What role can donors play in shaping campaigns and outcomes?
Generational differences: How do Millennials, Gen Z and older donors differ in motivations and engagement?
This forward-looking lens helps charities think beyond today’s fundraising tactics to long-term strategic engagement.
What this means for charities and social impact organisations
For those working in the social sector, Kumar & Chakrabarti’s review offers a powerful reminder: understanding the human psychology behind giving is just as important as any fundraising tool or campaign.
Here are a few practical takeaways:
💡 Tell a story that connects with values – Emotional resonance matters.
💡 Make giving easy and transparent – Perceived ease and impact shape decisions.
💡 Leverage social proof and community – People give when they feel connected.
💡 Invest in long-term relationships – Repeat donors are often more valuable than one-off gifts.
Final thought
Charitable giving is a rich and complex human behaviour, influenced by identity, emotion, social norms and context. By synthesising decades of research, Kumar and Chakrabarti give us both a comprehensive understanding of donor motivations and a clear path for future innovation in nonprofit practice.
For nonprofits focused on impact, this isn’t just academic — it’s a call to build deeper, kinder, more human engagement with the people who make their work possible.
References
Kumar, A., & Chakrabarti, S. (2023). Charity donor behavior: A systematic literature review and research agenda. Journal of Nonprofit & Public Sector Marketing, 35(1), 1–46. https://doi.org/10.1080/10495142.2022.2154881