Altruism and Charity Giving: Why Fundraisers Should Embrace the “Give-and-Get”

Does true altruism really exist?

It’s a question that’s been asked by philosophers for centuries and debated in ethics seminars, psychology journals, and late-night pub chats. It's a question I still remember from my University days when studying evolutionary biology. Some think altruism evolved because it helped our ancestors survive — helping the group increases the survival of the individual. So even selflessness might have selfish roots. But that's a debate for another day, or another pub chat...

Is any act of charity ever truly selfless?

For fundraisers — or anyone whose job it is to inspire giving — it’s not just a philosophical question. It’s a practical one.

If we accept that pure, selfless altruism might not exist — or is at least rare — what does that mean for how we ask people to give? Should we be appealing to people’s good nature? Or their personal interests? The truth is, we should probably do both.

The Myth of Pure Altruism

Let’s start with the uncomfortable bit: most giving isn’t 100% selfless.

Yes, some people give anonymously. Some give sacrificially. But most of us, most of the time, give because it makes us feel good. Because it aligns with our values. Because it gives us purpose. Because it looks good. Because it makes a difference and makes us feel like we matter.

And that’s not a flaw in human nature. It’s a feature. Neuroscience shows that giving activates the brain’s reward centres. Evolutionary psychology suggests helping others helped our ancestors survive. Even religious giving is often motivated by the promise of spiritual reward.

People give because they want to help — and because they get something back.

The “Warm Glow” Is Real — and Useful

This is where fundraisers come in. Rather than clinging to the idea that donors should give out of pure selflessness, the most effective fundraisers lean into the reality: giving is a two-way street.

Great fundraising offers a “value exchange” — not necessarily a physical product, but an emotional or social return:

• Impact: “Your gift will change lives.”

• Belonging: “Join a movement of people like you.”

• Recognition: “We’re grateful, and we’ll show it.”

• Status: “You’re a leader, a changemaker, a visionary.”

• Identity: “This is who you are. This is what you stand for.”

When fundraisers acknowledge the motivations behind giving — and design campaigns that speak to them — they’re not cheapening the act. They’re respecting the donor as a complex, emotionally intelligent human being.

What This Looks Like in Practice

It means campaigns that speak directly to the donor’s sense of identity and agency. It means supporter journeys that feel like relationships, not transactions. It means creating space for recognition, for meaning, and — when appropriate — for status.

And it works. When donors feel emotionally rewarded, they give more, stay longer, and advocate harder.

This doesn’t mean manipulating emotions or chasing gimmicks. It means crafting brand-aligned, values-driven donor experiences that make people feel:

• Inspired — not just by the cause, but by their part in it.

• Connected — to a bigger movement or purpose.

• Valued — not just thanked, but seen.

• Affirmed — that giving expresses who they are.

Let’s stop acting that self-interest and altruism are enemies. Most of the time, they’re allies.

The Takeaway for Fundraisers

Stop selling charity as a one-way transaction. Instead, embrace the exchange. Talk about the difference supporters will make, yes — but also how giving will make them feel. What it will say about them. What kind of world they’ll help create and be part of.

Don’t be afraid to say, “Giving is good for you.” Because it is.

In a world that’s complex and often overwhelming, giving offers something we all crave: a sense of control, of connection, of meaning.

And if that’s not a good reason to give, what is?