Chapter 2 reviews studies undertaken into the age-old question of ‘why do people (and businesses) give’? Research appears to have identified a ‘giving type’ of individual, and also the genres of good cause preferred by donors with different socio-demographic characteristics and personality types. The chapter also covers investigations into the observations made over several decades that, on the average, wealthy people donate lower percentages of their incomes than the poor. As regards corporate giving, the chapter surveys the extensive research literature currently in existence involving cause-related marketing, corporate philanthropy and corporate sponsorship of charity events.