People will suffer more for a cause they believe in and care about, resulting in them committing more of their time, energy, and money. Due to this effect, the prospect of being in pain or exerting more effort, either for themselves or for a friend, can promote greater charitable giving than if the contribution was easy and enjoyable. This occurs because people appear to derive additional meaning and/or value from the anticipated pain and effort they will endure for the cause.
Martyrdom Effect
