Kevin Jones, proprietor at Xigi.net, recently posted an entry about the origins and implications of the fronto–mesolimbic networks that guide decisions about charitable donations:
"giving activates the same brain centers as sex, drugs, food and greed. Even more interesting, they actually got a picture of the brain at work in giving, through the magic of FMRI. You know what they found? When you feel a warm glow from giving, that's because your brain is warm and glowing."
Social fund managers may want to connect to the philanthropists' passions for giving rather than focusing on the rational computations of an SROI (social return on investment).
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