The document discusses factors that motivate human behavior and charitable giving. It outlines a hierarchy of basic human needs and motivations, from physiological needs to self-actualization. Research shows the main motivations for charitable giving are guilt, compassion, a sense of belonging, and inspiration. Values can be inner-directed towards self-sustenance or outer-directed towards cultural norms. As populations change, organizations must understand how to align their missions and needs with the values of potential donors and supporters.