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Neurogiving: The Science of Donor Decision-Making
A comprehensive discussion of the latest advances in fundraising strategy and donor decision-making
In The Science of Donor Decision-Making, fundraising and behavioral science expert, Cherian Koshy, delivers a point-by-point guide to creating crystal-clear messaging that transforms prospective donors into active donors. The author demonstrates a revolutionary, science-backed approach to fundraising that unpacks why donors move from considering a donation to actually donating.
Neurogiving integrates up-to-date insights from neuroscience, behavioral psychology, and proprietary research to generate a comprehensive roadmap for generating donor experiences that maximize generosity and long-term commitment.
Readers will also
Illustrative examples and research-informed strategies for applying the book's principles in real-world fundraising contexts Accessible descriptions of the reasons people give and why they might give repeatedly The potential role for artificial intelligence and machine learning in donor engagement and personalization Perfect for nonprofit leaders, fundraisers, and philanthropy professionals seeking to increase donor engagement and retention, Neurogiving is also an invaluable resource for major gifts officers, development directors, marketers, fundraising consultants, and fundraising trainers.
In The Science of Donor Decision-Making, fundraising and behavioral science expert, Cherian Koshy, delivers a point-by-point guide to creating crystal-clear messaging that transforms prospective donors into active donors. The author demonstrates a revolutionary, science-backed approach to fundraising that unpacks why donors move from considering a donation to actually donating.
Neurogiving integrates up-to-date insights from neuroscience, behavioral psychology, and proprietary research to generate a comprehensive roadmap for generating donor experiences that maximize generosity and long-term commitment.
Readers will also
Illustrative examples and research-informed strategies for applying the book's principles in real-world fundraising contexts Accessible descriptions of the reasons people give and why they might give repeatedly The potential role for artificial intelligence and machine learning in donor engagement and personalization Perfect for nonprofit leaders, fundraisers, and philanthropy professionals seeking to increase donor engagement and retention, Neurogiving is also an invaluable resource for major gifts officers, development directors, marketers, fundraising consultants, and fundraising trainers.
272 pages, Hardcover
Published December 9, 2025
12 people are currently reading
25 people want to read
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December 31, 2025
This is the book fundraisers have been waiting for. I was lucky to read an early copy of this book and am so excited that it's finally available for people to get!
At a time when donors crave authenticity and fundraisers seek clarity; Cherian Koshy offers both with uncommon precision and heart. Having worked alongside him, I know firsthand that he is one of the most insightful and evidence-based fundraisers in our profession and I gained invaluable knowledge from that experience. This book gives readers access to that same insight: an ethical, research-backed, and deeply human framework for understanding generosity. It’s essential reading for anyone in fundraising and non-profits.
At a time when donors crave authenticity and fundraisers seek clarity; Cherian Koshy offers both with uncommon precision and heart. Having worked alongside him, I know firsthand that he is one of the most insightful and evidence-based fundraisers in our profession and I gained invaluable knowledge from that experience. This book gives readers access to that same insight: an ethical, research-backed, and deeply human framework for understanding generosity. It’s essential reading for anyone in fundraising and non-profits.
Displaying 1 of 1 review