• ROJITH PRAKASH C J
• Dr. Joobi V. P

In the urgent rush to help disaster victims, are we giving with our hearts or our wallets? This study of crowdfunding for the 2024 Wayanad landslide relief reveals that donations were driven by a powerful combination of empathy and financial capacity. Surprisingly, trust in the platform itself had minimal direct impact on donation amounts. Instead, social influence from peers did not initiate giving but acted as a critical amplifier, strengthening the link between a donor's financial intention and their final contribution. The findings suggest that effective disaster fundraising must prioritize emotionally resonant storytelling and leverage social proof, while ensuring the donation process is seamless to capitalize on immediate financial willingness.

Crowdfunding, Disaster Relief, Donor Motivation, Emotional Appeal, social Influence

"The Psychology of Giving: Exploring Motivations Behind Crowdfunding Donations for Wayanad Landslide Relief", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 10, page no.c316-c325, October-2025, Available :http://www.jetir.org/papers/JETIR2510245.pdf

"The Psychology of Giving: Exploring Motivations Behind Crowdfunding Donations for Wayanad Landslide Relief", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 10, page no. ppc316-c325, October-2025, Available at : http://www.jetir.org/papers/JETIR2510245.pdf