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Piff says it’s not that rich people aren’t generous. They’re often just isolated. They don’t see a lot of poor people in their daily lives.

”Simply reminding wealthy people of the diversity of needs that are out there is going to go a long way toward restoring the empathy or compassion deficit that we otherwise see,” he says.

So what does this mean for charities? Bread for the City’s Valentine says the big bucks are still in the wealthiest neighborhoods. The key is to get those who live there to become more attuned to those in need. That means having nonprofit clients tell their stories more often, either online or in person. It also means providing more volunteer opportunities, so people can see the need firsthand.

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Study Reveals The Geography of Charitable Giving : NPR

This lines up with why I’m putting a lot of energy on creating the videos we’re creating at NeighborLink. Telling the stories connects us all to a real person and not just a great organization or a good idea.