- charities who's impact aligns with their personal vision of how they want to impact the world
- get to see their impact / they want to know they are making a difference
- have a personal connection to our cause
- want to feel good about being part of something that is doing good in the world
- tax deductibility 
- want to be heroes (desire for themselves and others to see themself as someone who doing good)
- want to feel a personal connection to the organisation and the people they are helping 

- trust us / transparency / credibility
- desire to feel they