At minimum, charitable organizations should be concerned about the possibility of crowding out their donors’ proclivity to donate in the longer term by incentivizing them (via gifts, etc.) in the short term. While offering donors monetary or material incentives for giving may undermine generosity in the long-term, our preliminary research suggests that advertising the emotional benefits of prosocial behavior may leave these benefits intact and might even encourage individuals to give more. Future research – both laboratory and field studies – is needed to disentangle the possible costs and benefits of self-interested giving.