Nancy Roper: The Christmas Giving Paradox, or Why Giving Feel Good, and the Science of Philanthropy

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There is no denying that the past two years have been a time of anxiety, isolation, and hardship for many in British Columbia, Canadians, and around the world.

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We do our best to find meaning, fulfillment, and happiness, especially during times when we feel most disconnected. Combine that with the stressors many of us experience during a “normal” Christmas season, and you may find yourself looking for quick ways to feel better. For many of us, we seek happiness and fulfillment in all kinds of places, which can mean new traditions or ways of looking at things.

Arguably, no season exemplifies this more than the holiday season, where gift shopping often takes many hours of searching and shopping. For many individuals and families, the stress of finding the right gifts for loved ones, coupled with wondering whether or not the recipient really likes the gift, can be overwhelming.

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There is an easy way around this cycle, where “things” are replaced by acts of charity or philanthropy. According to John F. Helliwell, UBC Professor Emeritus of Economics and editor of the World Happiness Report, spending money on charitable giving often leads to donors feeling greater personal satisfaction than the recipients.

Giving to charities, especially when the donor can choose charity and sum, activates the brain’s reward center that produces endorphins, especially dopamine. Studies have also shown that donations to charities help foster an increase in the philanthropic behavior of others, perpetuating a kind of altruistic domino effect.

The science behind the natural increase in endorphins from charitable giving contributes to a ” warm glow giving Effect, a term coined by James Andreoni, an economics professor at the University of California, San Diego, as a result of his research on behavioral economics and altruism.

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The “helper high” that comes from philanthropic donations makes you feel good and at the same time contributes to a sense of community, cooperation, and social connection. Observed acts of philanthropy inspire others to give, often perpetuating a cycle of giving.

The price that COVID has charged and continues to charge in the nonprofit sector is enormous and our mental and physical health has been threatened, not only by COVID, but by fear, stress and isolation that are direct results of the pandemic. Donations were down 55 percent in 2020 and one-fifth of charities closed or canceled programs, according to the Donations Report 2020 . But while donations overall declined, when they could, Canadians gave online in record amounts in response to COVID-19 and other crises.

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In these times of extreme isolation, we all need more than ever, and giving has never been easier. Online giving, especially monthly giving, is a great way to prolong your feeling of positive contributions. In a Gallup worldwide poll of more than a million participants in 30 countries, making a donation in the previous month emerged as one of the top six indicators of life satisfaction among participants. So donating once is great, but donating monthly to any registered Canadian charity can help you feel that “warm glow” every month.

Nancy Roper is the vice president of development for Science World.

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