Charitable giving is often perceived as a straightforward act of generosity: a person sees a need and offers resources to help meet it. But behind every donation lies a complex web of emotions, beliefs, social influences, and cognitive biases. Mike Nijjar explains that understanding how and why donors choose certain causes over others reveals much about the psychology of philanthropy—and how giving decisions can be shaped for better or worse.
From heart-tugging images of suffering to data-backed reports of impact, numerous factors influence how individuals allocate their charitable dollars. In the case of philanthropist and community advocate Mike Nijjar, his decision to support youth roller hockey programs—covering league and tournament fees, equipment costs, and more—is driven by both personal connection and a broader understanding of how his support can meaningfully change lives.
Mike Nijjar explores the psychology behind giving, including empathy triggers, perceived effectiveness, proximity bias, media influence, and more. It also looks at how individuals like Mike model a values-driven, intentional approach to philanthropy.
The Empathy Trigger: Why Emotional Appeals Work
At the heart of most giving decisions is empathy—the ability to feel or imagine another person’s pain or joy. Empathy triggers are often activated through personal stories, evocative imagery, or emotional narratives that allow potential donors to form a human connection with a cause.
Numerous studies in behavioral science have shown that people are more likely to donate when presented with the story of a single identifiable individual rather than broad statistics. Mike Nijjar explains that this is known as the “identifiable victim effect.” A donor may overlook a global epidemic affecting millions but feel compelled to help a single child featured in a video or photo.
In Mike Nijjar’s case, empathy isn’t abstract; it’s lived. Having grown up in modest circumstances himself, Mike Nijjar understands firsthand the obstacles that can prevent kids from participating in sports. When he supports youth roller hockey programs, he’s not just responding to a need; he’s remembering a version of himself. This personal identification makes his giving not only generous but deeply empathetic.
Perceived Effectiveness: The Appeal of Measurable Impact
Another major influence on giving decisions is the belief that a donation will have a clear, measurable impact. This is known as “perceived effectiveness.” Donors want to know that their money will be used wisely and that it will lead to real change. Some organizations excel at demonstrating their effectiveness through data, success stories, and transparent reporting. Donors are increasingly drawn to causes that show outcomes, not just needs. Mike Nijjar explains that this is one reason why charities focused on direct aid (e.g., providing food, shelter, or medical supplies) often perform well in fundraising—they offer tangible results.
Mike Nijjar’s approach to giving reflects this emphasis on effectiveness. Mike Nijjar emphasizes that by paying league and tournament fees, buying equipment, and removing financial barriers, he creates immediate access for children who would otherwise be sidelined. He can see the results in real time—on the rink, in the relationships built, and in the growth of the young athletes he supports. The impact is visible, trackable, and rewarding.
Proximity Bias: Why We Give Closer to Home
Proximity bias is the tendency to care more deeply about people or causes that are geographically, culturally, or personally close to us. While donors may express general compassion for global issues, they often prioritize giving to local or familiar causes.
This is partly evolutionary, humans are hardwired to protect their tribe, and partly emotional. It’s easier to feel connected to a community we know or a cause we’ve experienced firsthand. That’s why local food banks, school programs, and neighborhood hospitals often receive more grassroots support than distant international causes, even when the latter may involve greater need.
Mike Nijjar’s philanthropy is a powerful example of proximity bias used for good. He focuses on youth in his own community, knowing that his contributions can be felt more acutely where resources are limited and relationships are real. His ongoing involvement with the roller hockey players and their families helps create a deeper bond of trust and accountability.
Media Influence: What We See Shapes What We Support
The media plays a significant role in shaping public awareness and donor interest. News cycles, social media campaigns, and viral videos can all direct attention and dollars to specific causes. For example, natural disasters or humanitarian crises often see donation spikes due to extensive coverage.
Mike Nijjar understands that this media-driven awareness can also skew perception. Lesser-known causes that lack strong media representation may struggle to attract attention, regardless of their importance. This dynamic can create an imbalance where trendy causes are funded disproportionately to others with equal or greater need.
Intentional philanthropists like Mike Nijjar help correct this imbalance. Mike Nijjar emphasizes that by supporting youth sports—a cause that doesn’t always trend on social media or make headlines—he fills critical gaps in access and inclusion. His giving isn’t dictated by trending topics, but by long-term impact and alignment with personal values.
The Role of Identity, Values, and Legacy
Beyond psychology and influence, giving is often an expression of identity. Donors give to causes that reflect their values, affirm their worldview, and build their legacy. For some, this means supporting education, healthcare, or the arts. For others, it means ensuring children in their community have opportunities they never had.
Mike Nijjar’s philanthropy is rooted in all three. His identity as a self-made entrepreneur who rose from humble beginnings informs his values of hard work, opportunity, and community uplift. His giving reflects not just generosity, but a belief in potential, especially the potential of youth. And his ongoing investment in roller hockey programs is a legacy in the making: one that changes lives, season after season.
Toward More Conscious Giving
Understanding the psychological, social, and emotional drivers of philanthropy can help both donors and nonprofits make more informed, intentional decisions. For donors, this means recognizing their own biases, questioning the trends they follow, and aligning their giving with causes that reflect both their heart and their head.
For nonprofits, it means crafting messages that resonate emotionally, offering transparent impact data, and building trust through local presence and storytelling.
In a world where giving is more needed than ever, people like Mike Nijjar remind us that the most powerful donations are those that are both personal and purposeful. When giving is guided by empathy, effectiveness, proximity, and principle, it doesn’t just change the world—it changes lives, one thoughtful decision at a time.
