Though the phenomena of alms deeds has been existing in the human society for a very long time. However the interest in this phenomena has appeared among psychologists, sociologists and human behavior analysts quite recently. One may notice that during the last years more and more people become involved into the charity public actions and take part in charity auctions, exhibitions and performances. Generally the most part of the people are not likely to participate in the charity actions since they don't see the concrete persons who need real help. In that way our mind works. Moreover there are some people who suppose charity to be a waste of time and money. Their main argument usually sounds like "I need help myself".
The means of communication such as mass media, social network, internet and text message sending help the people to organize the charity actions more effectively. Imagine the difference between the number of people who would take part in the charity action informed via e-mail and the number of people who would be informed via words of mouth.
Sometimes the social activists announce they they would be grateful if you grant a benefaction needed for treatment of an ill person. The sums of money required for medication, possible operation and rehabilitation are usually enormous. But that may be quite comfortable for the private medical institutions as they are allowed to establish their own prices for medical treatment procedures and services.
The motivation of the philanthropist may be either explicit or implicit one.
- The explicit one is based upon the life circumstances and resembles sponsorship. Probably the one who provides material support doesn't need any reward but the words "good reputation" mean a lot to him. It i a wide-spread phenomenon when the name of the philanthropist which is thought to be "kept in secret" suddenly "leaks" into the internet sites and into the magazine articles.
- The implicit motivation is a more complicated phenomenon. A person may decide to help the others encouraged either by his own emotional "I want" or by the rational "It needs".
It is likely that a person who has already made a significant donation would repeat his kind actions. But on the other hand the people act in accordance with their own preferences. In that way the one who supports the junior football team may refuse to donate his money for a hospital.