The reason why individuals donate to non profits is the emotional link that comes with it.  Another reason is because of the cause that the non profit has.  Individuals may be fully invested in it.  Some people just enjoy giving back to their community, thus one of the ways to do this is to donate to non profits.   Individuals hope that by donating they improve the mission of the non profit.  If someone is personally affected by a non profits goals or missions, they are more likely to donate to that non profit's causes.    Some people only donate to certain causes, like nature accidents or personal causes.  People are more likely to support a cause than an organization, so a non-profit's mission should help that.  For instance on their website it could say "donate to help feed the poor" instead of "donate to us to help feed the poor".

An individual is more likely to donate to a non profit if they are familiar with the non profit or have a vested interest in it.  Those who are rich may want the publicity they receive by making large donations.  Other reasons individuals  donate to non profits is to reduce their tax liability and write-offs.  Unfortunately this is unrelated to the emotional feeling of giving back but it shows that there are multiple reasons to give to non profit organizations.   Most who give to non profits are because they believe they are doing the right thing not because of tax purposes (which has been proven by studies).   People realize that there donation may be small in amount but every dollar counts.  Studies have proven that the older generation tend to give back because they feel they have a social/noble obligation to give back while the younger generation feel they will make a difference in society.  Clearly it is important to donate to non profits.

Source:  http://www.linkedin.com/answers/non-profit/non-profit-management/NNP_MGM/947375-26400053?browseIdx=0&sik=1325973961870&goback=%2Eamq / Jeff Slavin

So what are your reasons for donating?  Feel free to share with us below.