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Bloomsbury blog Why giving is good for you

Bloomsbury blog post, 24 December 2025

Philanthropy is often depicted as selfless generosity or pure altruism. The donor gives, the recipients benefit, and that's that. However, from the donor's perspective, the reality is far richer.

In this piece, we combine research and insights we have gathered from experts in the charitable sector to explain why giving is good for you. First, we examine the emotional benefits of philanthropy, then we outline some tangible health benefits that donors experience from giving. These interviews were conducted while preparing our white paper: The Future of Charitable Giving in New Zealand.

The "warm glow" of philanthropy

Philanthropy improves wellbeing. At the most basic level, many donors report that philanthropy makes them feel good. As Margie Beattie, a philanthropy advisor, put it: "Donors get a warm glow from knowing they have done a small bit, which, collectively with others, will make a difference." Eleanor Cater, Acting CEO of Community Foundations of Aotearoa New Zealand, added: "There is an immense satisfaction and fulfillment that people can get from giving."

This "warm glow" is well-known in the charitable sector and behavioural science research has consistently confirmed its existence. Philanthropy has been shown to improve happiness, life satisfaction, and strengthen social connections. A foundational 2008 paper, published in Science, found that giving money to others reliably increases happiness more than spending it on yourself.

Not only does giving improve happiness, but some research suggests that the more you give, the happier you are. For instance, a 2017 report concluded that households donating a greater share of their income tend to be more satisfied with life.

In particular, philanthropy that fosters social ties and builds community connection has been identified as amplifying the "warm glow". Cheryl Spain, Executive Director of the Gift Trust, observed that after donating, some donors "...feel connected to their community and to the world, perhaps in a way they didn't before they were donating." This is backed up by behavioural research - one 2013 paper found that philanthropy which fosters social ties led to greater happiness, when compared to purely anonymous charitable giving.

Some evidence shows that the "warm glow" is universal. A paper published in 2010 found that philanthropy consistently improved donor happiness around the world. The paper studied data from 136 countries and concluded that philanthropy makes everyone happier, regardless of their culture and background.

The emotional uplift described by our experts is well supported by research: giving consistently makes donors happier, strengthens their sense of connection to others, and enhances their overall wellbeing.

A donation a day keeps the doctor away

In addition to improving happiness, behavioural research also suggests that philanthropy can improve a donor's health. Specifically, philanthropy has been tied to improved cardiovascular health, lower stress, better sleep, reduced depression symptoms and lower mortality. Perhaps because of these improved health outcomes, philanthropy has also been tied to higher levels of physical activity, which contributes to additional health benefits downstream.

Some studies have even shown that philanthropy can trigger beneficial physiological responses, such as lower blood pressure and reduced inflammatory markers - effects similar to those produced by exercise or meditation. For instance, researchers at the University of California, Berkley, found that altruistic behaviour is associated with stronger immune responses (PDF), including higher antibody levels that help the body fight infection.

Neuroimaging work at Rush University has shown that donating activates the brain's mesolimbic reward system, releasing dopamine and endorphins. These neurochemical changes improve mood and contribute to the "warm glow" discussed earlier and are also tied to reduced stress and improved immune function. This study confirmed that charitable giving produces real neurological responses, not just emotional satisfaction.

A landmark longitudinal study from the University of Michigan found that older adults who volunteered regularly had a lower mortality rate over five years compared to non-volunteers, even after controlling for baseline health. This study was one of the first to establish a causative link between philanthropy and longer life, concluding that people live longer because they volunteer.

Research conclusively shows that philanthropic endeavours provide real, tangible health benefits for donors, even lowering mortality. There's no question that philanthropy makes donors both happier and healthier.

How can donors maximise their returns?

During our interviews with philanthropy experts, we noticed strong anecdotal evidence that how donors give significantly influences the benefits that donors receive. As Eleanor Cater said: "When philanthropists feel that they're giving well, they are more fulfilled." She went on to add: "When they receive good advice, philanthropists tend to give better, and they give more as well." This was backed up by Kate Frykberg, an independent philanthropy and community consultant, who told us: "Giving is good, thoughtful giving is better."

Our business is dedicated to maximising returns for our investors, but we also want to maximise our clients' returns as donors. We work with philanthropy experts to make sure our clients get the best possible outcomes from their philanthropic activities.

What does this look like in practice? Donors who engage in structured, strategic philanthropy often report deeper satisfaction. We encourage donors to define their goals, align giving with their personal values, monitor the impact of their philanthropy, and connect with recipients or communities. The process of giving becomes not just a transaction, but a powerful identity-building endeavour.

As Cater noted: "When people go on a journey of discovery through their philanthropy... they can get closer to communities and that changes their philanthropy, and it changes them."

While preparing our white paper, we interviewed a philanthropist who embodies the steps we've outlined above. His experience is a powerful demonstration of how structured giving leads to greater donor fulfilment. He shared his philanthropic strategy and how he maximises charitable returns for the causes he supports and for his own wellbeing:

Mark, a highly successful retired businessman, approaches charitable giving not as an obligation, but as an active, intellectually stimulating investment.

Mark was motivated by the desire to leave a lasting philanthropic legacy, a philosophy aligned with his business background. Rather than giving a single lump sum, he started building a donor-advised fund, intending to leave behind a perpetual pool of capital that would continue donating over $100,000 annually for years to come. This strategic goal shapes his year-to-year contributions, which he adjusts based on tax considerations to continually build the fund's endowment.

Mark receives the emotional fulfilment of giving, but his deeper satisfaction comes from active engagement. He often seeks "additionality" with the causes he supports. Beyond financial support, he uses his professional expertise and business acumen to provide commercial value to the organisations to whom he donates. He views his relationship with charities, which often help underprivileged children, as a genuine partnership. He actively engages with their accounts and strategy, offering guidance to ensure they succeed.

This approach transforms giving from a passive transaction into a meaningful, skills-based relationship. Mark derives deep intellectual satisfaction and a renewed sense of purpose from applying his knowledge to a social cause, enjoying the challenge of seeing the organisation improve its operational performance. For Mark, philanthropy is a source of active engagement, using his hard-earned skills to create a measurable and lasting impact that enhance his personal wellbeing.

No gift too small

Even when people recognise the benefits of generosity, barriers often hold them back. Some feel their contribution is too small to matter, others worry about whether donations will be used well, and many simply struggle to find the time.

These concerns are natural, but they don't need to stop people giving. Research shows even modest acts of generosity improve wellbeing, and when combined with others, small gifts create real impact. Charities are also more transparent than ever, publishing clear reports that help donors feel confident their support is well used.

And when money feels tight, giving time can be just as powerful. Volunteering delivers many of the same benefits as financial giving - improved wellbeing, stronger social ties, and a deeper sense of purpose.

Donating time also challenges the idea that "I can't give enough." A few hours mentoring, helping at a community event, or lending professional skills can have an outsized impact, often leaving volunteers with a stronger sense of belonging than money alone can provide.

There are good reasons to give, but are there good reasons not to?

Why should you give to charity or donate your time? Evidence shows you'll be both happier and healthier. Not to mention you'll have a positive impact on others and in your community.

However, we should really flip this around - the question isn't "Why should you give?" - but "Why shouldn't you?"

As Kate Frykberg put it: "If you're lucky enough to live comfortably, then why wouldn't you share it? Because many people, especially now ...many people are not living comfortably at all."

This Christmas, consider putting in place a structured charitable giving strategy that suits your capacity to give (whether with time or money) and aligns with your personal values.

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