You’re walking out of the supermarket, trolley full, eager to get home, when you see them: the volunteers waiting to ask if you’ve got a minute to spare for a good cause. You obviously don’t, so you rush past and pretend not to notice them.
We’ve all been there.
But this tiny, universal moment – the split-second choice to give or not – lies at the heart of a question that makes and breaks charities all over the world: What motivates people to give?
With limited resources and a seemingly endless stream of donation appeals, how do we choose which causes most deserve our attention and our money? Why does one charity’s message stop us in our tracks while we scroll straight past another?
If the answers were obvious, every non-profit would flourish. But the psychology of donor motivation is a complex mix of emotional, sociological and cultural factors.
That’s why researchers like Aakash Kurian Thottam – academics dedicating their work to understanding what drives generosity – have such a critical role to play in shaping the future of philanthropy.
The collaborative environment at UQ has shaped the way I approach research. It’s made the PhD journey not just more rigorous, but more fulfilling.
Psychology meets marketing strategy
Aakash is an interdisciplinary scholar working at the intersection of psychology, marketing, and nonprofit studies. Occupying this niche allows him to explore the reasons why people give to charities and how these motivations are shaped by identity, culture, and technology.
For example, despite economic uncertainty, Australians remain notably generous (5 in 6 give financially). However, younger generations tend to donate to specific causes and issues rather than committing to traditional donations with specific organisations. Understanding behavioural shifts like this (and the thinking behind them) is essential for nonprofits that want to remain relevant as times change.
Trends reported by Philanthropy Australia
While Aakash’s research contributes to the theoretical understanding of prosocial behaviour (actions that benefit others) and donor motivations, he is equally focused on producing tangible value for charities.
“My thesis seeks to generate actionable insight into the social psychological processes that underlie giving,” he says.
“It aims to bridge the gap between theory and practice, providing nonprofits with evidence-based strategies to foster meaningful engagement.”
Aakash’s thesis comprises 3 core studies, each providing a unique perspective on his overall research:
- What identity-related motives underlie donor preferences for supporting charitable causes?
- What psychological factors shape a person's intentions to donate through digital tokens such as cryptocurrency?
- What are the cultural variations in prosocial motivations across global contexts?
“Together, these studies aim to develop a more nuanced, globally relevant understanding of charitable giving, one that acknowledges both enduring human motives and the evolving digital and cultural landscapes in which giving now takes place,” says Aakash.
“The desired outcome is twofold: to advance academic knowledge in the field of prosociality, and to offer practical insights that help charitable organisations better connect with today’s and tomorrow’s donors.”
Ultimately, research projects like Aakash’s are helping genuinely positive causes acquire the knowledge and tools they need to make the best possible impact on our world.
Aakash’s collaborative PhD experience
Aakash is completing his PhD within the UQ Business School, under the supervision of 2 marketing professors:
- Professor Peter Popkowski Leszczyc, whose deep expertise in marketing and behavioural science informs the project
- Associate Professor Cassandra Chapman, who draws on her training in psychology to bring a psychological perspective to the work.
“One of the most rewarding parts of doing a PhD at UQ has been how naturally interdisciplinary the experience has felt,” says Aakash.
“My research sits across various fields of study, and instead of having to choose between them, I’ve been encouraged to bring them together.”
This interdisciplinary openness was one of the key reasons Aakash chose UQ. It’s not just about crossing academic boundaries; it’s about being embedded in multiple intellectual communities.
“I’ve been able to learn from marketing scholars while also joining psychology workshops and labs, which has broadened both my thinking and skillset. That kind of exposure has helped me ask better questions I wouldn’t have even thought to ask if I had stayed within just one discipline.”
The chance to work with both Peter and Cassandra sealed his decision.
“Their expertise, encouragement, and very different but complementary perspectives have shaped the way I think and work,” says Aakash.
“UQ provided the space to explore questions that sit between disciplines, which was essential for the kind of research I wanted to do.”
What led Aakash to his PhD?
Aakash has always been drawn to learning, so research felt like a natural progression. For a while, it felt like he was just trying to emulate the professors and mentors who inspired him. But over time, he’s realised that his passion for study comes from a deeper, more personal place.
“I grew up with many perplexities – unspoken contradictions, social expectations, and personal confusions that never quite found easy answers,” he says.
“Those early years left me with a lingering itch to understand, to ask why… even when everyone else seemed to already know or had stopped asking.”
“It wasn't just about becoming someone I admired. It was about making sense of the world, and of myself. Research became the one place where that kind of wondering wasn’t just tolerated – it was essential.”
His fascination with generosity didn’t appear suddenly, either – it had been quietly taking shape inside his mind for years, long before a PhD was on his horizon.
“It was planted by my mother through her quiet strength, her instinct to give – even when no one was watching. I saw in her a kind of generosity that asked for nothing in return.
“She never called it charity. She simply lived it. And somewhere along the way, without meaning to, she passed that question on to me. It grew into something more curious, more academic, but it never lost its roots in that early awe.”
Finding kindred spirits in his supervisors helped Aakash finally give voice to this lifelong curiosity. With Cassandra’s genuine care for the sector and Peter’s steady mentorship, his path became clearer.
“Peter gives me the space and agency to bring ideas to the table and the room to explore them fully,” says Aakash.
“Any scholar in the making needs that kind of reassurance – that your thinking matters – and he offers that generously.”
“Then, watching how Cassandra works with clarity, purpose, and generosity showed me that research doesn’t have to be distant or detached. It can be kind. It can be human. And that’s what sparks my passion: people like her, and the inspiration I find in how they show up in the world.”
In the end, what led Aakash to his PhD – and what motivates him to keep going – is the belief that understanding what inspires and fuels charitable giving can help inspire more if it.
Aakash’s advice for future PhD candidates
For Aakash, the PhD journey has been anything but linear. It’s been full of contrast – moments of awe and discovery alongside stretches of uncertainty and doubt.
“It’s not always colourful, and maybe that’s the point,” he says.
“Like life, a PhD is full of contrasts. There are moments that bring the joy and wonder of a child discovering something for the first time, and others that come with the sharp sting of falling, failing, and starting again.”
His advice to future candidates? Don’t expect certainty. Expect transformation.
“A PhD isn’t just a degree; it’s a slow, stretching conversation with something that matters to you,” he says.
“There will be long days and quiet doubts, and moments when the work feels far away from the world. But if the question is real – if it lives in you – you’ll find you way back to it again and again.”
This means you don’t need to know everything at the start. You don’t need to have the perfect plan.
“What you do need is the willingness to sit with uncertainty, to ask better questions, and to stay open to being changed by what you discover.”
Aakash also emphasises the importance of finding people who can walk the journey with you, especially:
- mentors who see your potential
- friends who remind you to rest
- scholars who challenge you kindly.
His final message is simple but powerful.
“It’s hard, yes, but it can also be deeply beautiful,” he says.
“A PhD is a chance to make something thoughtful, something lasting.”
Ready to embark on your own research journey?
