Research shows that spending time and money on others makes people happy—so why don't more people donate to or volunteer for nonprofits? In this audio lecture, sponsored by the Stanford Center for Social Innovation, Stanford marketing professor Jennifer Aaker offers insights into the phenomenon. She then turns those insights into lessons in nonprofit management that organizations can use to create compelling ways for more people to give financially and personally to the causes they care about. https://ssir.org/podcasts/entry/jennifer_aaker_-_the_psychology_of_giving