Lisa Katayama interviews banking veteran Hope Neighbor on her mission to improve the way we give:

While it would make the most sense for someone to take their donation dollars to the highest impact organization within a particular cause, only about a third of donors do any research when making a charitable gift. They're much more likely to spend time evaluating choices about jobs, business investments, or vacation plans with their family. Even those who do research charities only do so 63% of the time to validate a choice they've already made.

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