Noncentrosymmetric π conjugated systems with suitable electron donor acceptor groups play a crucial role in material NLO activity. The influence of an electron donating mono substituent at the para position of the phenylene ring of chalcone was investigated as a resource for second harmonic generation. The geometrical optimization of 11 electron donating group substituted chalcones were performed using density functional theory at the B3LYP/6-311G(d,p) level and compared with experimental geometrical parameters of five reported chalcones. All the derivatives are transparent to visible radiation as shown by the electronic absorption spectra investigated by the TDDFT-CAM B3LYP/6-311G(d,p) method, and the maximum absorption wavelength was due to the π → π* transition. The first order hyperpolarizability β, calculated using the CAM B3LYP/6-311G(d,p) method, increases with the electron donating ability of the substituent, and the largest β was observed for dimethylamino substituent. The Hammett substituent constant (σ) shows good linear correlation with β, λ, and E in the ground state. The Brown constant (σ) was better correlated indicating the polarization of carbonyl group in the excited state. Frontier molecular orbitals also reveal the valence electron excitation. Correlation of σ with various parameters was analyzed to assess the property interrelationship with electronic reorganization in the molecule. The electronic structures of molecular fragments were described in terms of natural bond orbital analysis, which shows intramolecular interactions.