Key Drivers Underpinning the Donation Behavior: A Systematic Literature Review and Agenda for Future Research Using the <scp>TCCM</scp> Framework

ABSTRACT Donation, whether through money, materials, or time, has long been vital to the sustainability of nonprofit organizations and the cohesion of societies. Thus, understanding the key drivers behind donation behavior is a critical concern across multiple disciplines, yet the existing literature remains fragmented and theoretically diverse. This study employs a systematic literature review (SLR) guided by the TCCM (Theory–Context–Characteristics–Methods) framework to synthesize and evaluate the academic landscape on donation motivation. Drawing on a comprehensive analysis of 116 peer‐reviewed publications from 1993 to 2025, the review identifies the dominant theoretical foundations, including self‐determination theory, the theory of planned behavior, social exchange theory, the theory of prosocial behavior, and signaling theory, while also highlighting conceptual gaps and emerging paradigms. Contextually, the study maps research across diverse geographical, cultural, and technological settings, with a particular focus on the transformative role of digital platforms and global crises in shaping donor engagement. In terms of characteristics, it categorizes key motivational drivers into intrinsic and extrinsic categories, encompassing empathy, social recognition, relief of suffering, and the warm‐glow giving. Methodologically, the review reveals a predominance of quantitative approaches, with limited integration of mixed‐methods and longitudinal designs. By systematically organizing insights through the TCCM lens, this review not only clarifies the current state of research but also provides actionable recommendations for scholars, practitioners, and policymakers seeking to deepen their engagement with diverse donor segments in an evolving philanthropic landscape.