Giving Rewards from the Brain

Why People Give

I've been hearing about some neurological research showing how giving "lights up" certain sections of the brain. What implications does this research have for major gift fundraisers?

Several articles in the Chronicle of Philanthropy got me thinkng about this brain rewards issue.

• At Duke Universiy Medical Center their research found that "rather than just getting a mental pat on the back, the part of the brain that lights up when giving takes place is a section of the brain that is associated with understanding social relationships, purpose, and meaning."
• Another research study at the University of Oregon looked at altruism (and oddly related philanthropy with willingness to pay taxes, which is not what we find in our fundraising practices). On further study they did find that charitable giving gained greater brain rewards than tax giving.
• Carolyn Swartz from the University of Massachusetts Medical Center , quoted on MSN, noted that "those that helped others were significantly happier and less depressed than those who didn't."

So what does all of this mean for us major gift fundriasers? I'm not totally sure, but it is fascinating to see that research is starting to prove what we've always known – that giving is one of the greatest joys and is different that material aquisition of money, power, and "toys."

I'll keep looking for more information. Let me know what you've read.

Photo courtesy Mayr & Habaugh , University of Oregon

Permanent Link: Giving Rewards from the Brain

http://majorgiftsguru.com/2008/12/giving-rewards-from-brain.html