| Recommendations from people I know personally |
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| Personal relationships with the charity's staff, Board, etc. |
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| Low amount spent on administrative/fundraising expenses |
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| High demonstrable impact per dollar |
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| High potential impact per dollar (though not demonstrated impact) |
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| Emotionally compelling stories of potential impact |
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| Expressing my personal values through the cause I choose to support |
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| Feeling of direct connection to a person I'm helping |
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| Charity thanks me / is grateful for my gift |
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| Perks such as invitations to events |
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| Direct benefits to my local community |
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| Charity has directly helped someone I know |
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| Charity provides services I use |
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| Charity makes it easy for me to give |
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| Opportunity to have my gift "matched" |
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