In the world of philanthropy - where the value of giving exceeds the cost - is there upside in giving to the organization (unrestricted, where needed most) versus feeding one person, one meal for $1.74?
Project and focused giving have the appearance of control. It also seems to have a more direct path between the giver and the project (with less of the organization getting in the way or siphoning off too much more of its 'take').
Whether you're giving $1,000,000 for naming rights for the wing of a new building or buying someone in need a hot meal for $1.74 - both seem more 'in control' or focused and more direct. Both show what happens when someone gives.
And that's why project giving is persistently strong. Organizations do NOT do the ugly, hard work of showing givers the upside to giving to the general fund.
And that's on them, not reluctant givers.