Shouldn't you put the same amount of effort into your giving as you might for your for-profit investments? After all, philanthropy is an investment, and one in which lives - not profits - are at stake.

Of course, giving is deeply emotional. But supplementing emotion with research makes it more likely that a gift can have a bigger impact. It's like any investment. After all, you wouldn't put funds into stocks or bonds without understanding the potential return. Why wouldn't you do the same when investing in society?

You can express your generosity in ways that are virtually limitless. This was what I wanted to convey in 'Giving 2.0' - that whether you have $10 or $10 million to give, if you identify the right opportunities and make the most of your resources, your impact can be tremendous.

The fact that 35 percent of all American giving went to religious organizations in 2010 reflects how closely bound many of us are with our place of worship.

Religion is a complex and often contradictory force in our world. It fosters hope and comfort but also doubt and guilt. It creates both community and exclusion. It brings societies together around shared belief and tears them apart through war. However, what unites the faithful, whatever their religion, is the unshakeable force of generosity.

Being innovative in your philantropy allows you to stride forward in your giving journey; you can marry your mind and heart to turn charity into lasting impact; and you can become more ambitious in your giving.

Giving is a universal opportunity. Regardless of your age, profession, religion, income bracket, and background, you have the capacity to create change.