You’ve probably heard that gratitude is good for you, and it is. But there’s an upgrade to that saying: Generosity is even better!
“Giving to causes you care about boosts dopamine, lowers blood pressure, and activates your brain’s reward circuits like a natural antidepressant,” says Cherian Koshy, a leading expert on the neuroscience of generosity and the author of Neurogiving: The Science of Donor Decision-Making. A Certified Fund Raising Executive (CFRE) and Chartered Advisor in Philanthropy (CAP), he helps mission-driven organizations harness behavioral science, neuroscience, and ethical AI to inspire authentic giving. As Treasurer of the Association of Fundraising Professionals Global Board and a member of The Giving Institute and Forbes Nonprofit Council, Koshy shapes the future of philanthropy through research, teaching, and practical frameworks that connect science, strategy, and the human spirit.
During this time of year, with all the appeals flooding your inbox, you might feel overwhelmed or tempted to tune them out. “But what if I told you that saying yes to just one of them could actually make you healthier?” asks Koshy
Koshy’s acronym G.O.O.D. sums up the benefits of generosity. Giving, he notes:
Gives your brain a boost and improves your overall wellbeing.
Optimizes happy hormones like dopamine.
Opens your social support system.
Develops your most fulfilled, purpose-driven self.
“Gratitude is a feeling; generosity is an action,” he says. “Gratitude reflects what we already have; generosity reframes who we are, and it rewires our biology when we act on it.”
What the science shows:
Giving = more happiness. In one study, people were given money and told to either spend it on themselves or on someone else. The people who gave it away were significantly happier at the end of the day—even if it was just five dollars.
Generosity lowers blood pressure. Another study tracked older adults who gave to others. Not only did they report more purpose—they actually showed lower blood pressure, comparable to the benefit of starting an exercise regimen or taking medication.
Brain scans: “the smoking gun.” Several studies show that when people donate to causes they care about, their brain’s reward centers light up—the same parts triggered by pleasure, food, even romantic connection. “That’s dopamine and oxytocin flooding the system,” Koshy says. “We call it the ‘helper’s high.’”
“The health benefits of generosity—especially when practiced regularly—rival quitting smoking,” says Koshy. “That’s not a metaphor. That’s a statistic. Studies show that prosocial behaviors reduce mortality risk and protect against depression, loneliness, and even cardiovascular disease. So don’t just start your day with gratitude—add in generosity. One act. One cause. One gift. It will make you happier and healthier. Generosity is the new green juice.”
