A few weeks ago, I was attending one of five required fundraising workshops with fellow colleagues across the Advancement department at Virginia Tech. About halfway through the session, we were prompted to put ourselves into the position of a donor. As fundraisers, this shouldn’t be much of a stretch. Most, if not all, of us support a variety of organizations and causes—alma maters, food banks, local arts organizations, animal shelters; the list goes on.

The facilitator asked us a deceptively simple question: “Why do you give?”

Answers were given with speed.

“It makes me feel good.”

“It makes me feel like I’m a part of something.”

“Because [organization] needs [dollar amount] to continue feeding hungry children; for disaster relief; for a new program.”

No one hesitated. We didn’t cite statistics or data or annual impact reports—our responses were instinctive, heartfelt, and deeply human.

As someone who spends much of their time on the “asking” side of philanthropy, it led me to pause and reflect: what really drives someone to give? Is it pure generosity? Emotional connection? Strategic tax planning?

The science behind charitable giving reveals something more complex—and far more interesting. It turns out giving isn’t just about the heart—it’s about the brain, too.

In the April 2024 issue of Advancing Philanthropy, by Gary L. Bukowski explores this exact tension in his article, “Relationships: What Drives Giving—The Heart or the Brain?” Ultimately, he concluded that both are factors in the decision-making process—and that’s exactly the point.

Bukowski argues that while donors may engage their brains to analyze where and how their gift will be used, it’s the emotional resonance from the heart that most often drives the act of giving. Donors rarely make their decisions in a vacuum. Influence comes about from their relationships with organizations, stories they hear, the impact they envision, and the way giving aligns with their values and identity.

This perspective is especially resonant within the not-for-profit arts sector. Donors don’t support a local theatre or community gallery because it’s the most cost-efficient choice. They give because they believe in the power of shared experience. They committed to memory the first time they saw The Nutcracker on stage. They want their children and grandchildren to grow up in a community that spurs on the cultural vibrancy arts and creativity bring.

As time goes on, it will always be the story, the relationship, the spark that validates a donor’s decision to give.

When a donor gives, their generosity doesn’t just serve to benefit the organization they have chosen to support. Additional research shows that philanthropy and charitable giving activate neural pathways that are associated with positive emotional, social, and even physical benefits.

Generosity, while often viewed as a selfless character trait, actually benefits the giver as well. If you’ve heard of the “Pay It Forward” movement, you’ve seen this in action. It creates a ripple effect where one act of kindness inspires another. Witnessing or experiencing an act of generosity activates mirror neurons in the brain. These specialized central nervous system cells help us empathize, learn from others, and understand intention. These neural responses not only reinforce prosocial behavior but also help create a culture of giving that benefits everyone involved.

The “warm glow” effect is a behavioral economic theory in which a person considers the personal rewards that giving to others elicit. This theory ties directly to the broader concept of altruism, defined as “a phenomenon where an individual performs selfless acts that benefit others—the benefit of the recipient must outweigh the cost to the altruist for natural selection to favor such behavior.” In evolutionary psychology, altruism may seem counterintuitive, but it plays a crucial role in fostering group survival. When we choose to give in emotionally meaningful ways, we’re engaging an ancient, deeply human instinct to connect and care for one another.

Many scholars and psychologist argue that such a thing as “true altruism” may not actually exist since all actions are tied to a form of self-interest and personal gain—whether consciously or subconsciously. Acts of generosity tend to offer some internal reward to the giver, be it social approval, reduced guilt, or even increased status within a community.

The crucial point is: whether true altruism exists may not actually matter. Giving—motivated by empathy, identity, or ego—leads to real tangible benefits. Donations help fund essential programs to sustain the arts and build community. It should actually make us happy that donors feel happy after sending in their gift. Questioning the purity of someone’s motive doesn’t diminish the impact of their gift. If generosity leads to positive outcomes for both the giver and the receiver, then perhaps the better question isn’t why people give, but how we can inspire more of it.

So where do we go from here?

When we meet with our supporters, we’re not just asking for money—we’re inviting them into a story: their story. This story reflects their values, memories, and their hopes for the future. At the core of all the strategy and planning of giving, it is an act of empathy. Empathy activates areas of the brain related to processing and decision-making, especially the anterior insula and anterior cingulate cortex—the areas that overlap with those involved in pain and reward. Our brains have the power to process outward struggles (such as a struggling arts organization or family in crisis) as our own. Supporting a cause is just the tangible way that we act on that feeling. Empathy-driven giving is not just about responding to a need, it’s about forging a deeply human connection.

To understand why our supporters give, fundraisers in the not-for-profit arts sector should seek to understand not just what people give to, but why. What moved them to attend that first performance? Why do they keep coming back? What do they want their legacy to reflect? When donors feel seen, understood, and connected, their giving becomes more than a transaction.

Giving is often intensely personal. As Gary Bukowski reminds us, fundraising is relationship-building at its core. When donors feel seen and valued—not just for their gifts, but for their stories and passions—they are far more likely to stay engaged over time.

“…the ability to accurately identify—and respond to—the emotions of your donors will help you build strong relationships, which generally take time to evolve and unfold.” (Bukowski)

So, let’s continue to put ourselves in the donor’s seat as a reminder that generosity is never just about dollar amount. It’s tangled and entwined into the very core of identity; it’s about being part of something bigger. That simple question—“Why do you give?”—reminds us that behind every check, every online donation, every recurring gift, there’s a story.

Fundraising is part neuroscience, part storytelling, and all about people.

Giving is human. That’s what makes this work so powerful.

Kasey Socks is the Assistant Director of Leadership Gifts at the Moss Arts Center at Virginia Tech and is working towards a graduate certificate in arts leadership.