A research team led by neuroscientist Jorge Moll at the National Institutes of Health (NIH) found that when individuals donate money, the brain’s mesolimbic system is activated. The mesolimbic system is part of the reward reinforcement system, known for modulating behavioral responses to stimuli (food, sex, drugs, money) that activate feelings of reward and reinforcement. In particular, the decision to donate is associated with a part of the brain involved in social bonding and releases “feel-good” neurotransmitters such as oxytocin and vasopressin. When doing good makes people feel good, these neurotransmitters can be addictive. Psychologists refer to this virtuous cycle as “the helper’s high.”

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