Jun 26
The Psychology of Giving: Why People Donate to Some NGOs but Ignore Others
People donate to NGOs that make them feel an emotional connection, show clear proof of impact, and earn trust through transparency. They ignore NGOs that feel distant, vague about results, or unclear about where the money goes. Donation behaviour is driven less by logic and more by feelings of empathy, trust, identity, and a personal sense of purpose. What Is the Psychology of Giving? The…