Neurogiving: The Science of Donor Decision-Making - Hardcover

by Cherian Koshy (Author)

A comprehensive discussion of the latest advances in fundraising strategy and donor decision-making

In Neurogiving: 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 find:

• 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.

Front Jacket

The nonprofit sector is saturated with advice on engaging with donors. Much of this advice is anecdotal and tough to generalize, based on the idiosyncratic experiences of a handful of philanthropy professionals. But what if you could mine the latest behavioral science, neuroscience, and psychology research, and apply their insights to your nonprofit?

In Neurogiving: The Science of Donor Decision-Making, veteran nonprofit leader and innovative fundraiser Cherian Koshy delivers a from scratch guide to creating crystal-clear messaging that transforms prospective donors who are on the fence into active, enthusiastic donors. Koshy explains a revolutionary, evidence-based approach to fundraising that unpacks why donors move from considering a donation to actually donating.

The book combines up-to-date insights from neuroscience, behavioral psychology, and proprietary research to generate a comprehensive roadmap for creating donor experiences that maximize generosity and long-term commitment. It contains illustrative examples and research-informed strategies for applying the book's principles in real-world fundraising contexts with high-value donors. It also explores the specific reasons that different kinds of people give and what can turn a one-time donor into a person who gives repeatedly.

Neurogiving outlines promising new artificial intelligence and machine learning tools to help you in your donor engagement and personalization efforts. You'll learn about new digital media strategies that can significantly improve the way you interact with donors and how they interact with your nonprofit or your cause.

Perfect for nonprofit leaders, fundraisers, and philanthropy professionals responsible for increasing donor engagement and retention, Neurogiving is also a must-read for major gifts officers, development directors, and marketing team leaders interested in using behavioral science to refine their fundraising efforts.

Back Jacket

Praise for neurogiving

"This book by Cherian Koshy gave me a whole new lens on generosity. Its science-backed insights are already transforming my work. It's not just informative though; it's inspiring."
--REBECCA LOCKE, Vice President, Gift Planning, American Red Cross

"Neurogiving provides an exceptional framework for ethically integrating advancements in science and technology to foster deeper and more personal relationships with donors, emphasizing the genuine benefits of generosity. This should be a must-read for everyone in the field."
--MICHAEL KENYON, President and CEO, National Association of Charitable Gift Planners

"Cherian knows that at its core, fundraising is about human connection. In Neurogiving, he brings together deep sector expertise and cutting-edge science to help us build more ethical and impactful approaches to generosity."
--BIRGIT SMITH BURTON, Founder and CEO, African American Development Officers Network (AADO), and the AFP Global Board Chair 2023 and 2024

"Neurogiving transformed how I think about donor relationships at our school. Koshy's ethical approach to understanding generosity provides actionable strategies that feel genuine to our mission-driven work. This book honors both the science of giving and the humanity behind every gift."
--DAN MEYERS, Head of School at The Crowden School

"Neurogiving offers fundraising professionals a clear, actionable guide rooted in impactful research. The book validates the understanding within the philanthropic sector that generosity is inherently human, complex, and driven by emotions. Cherian effectively translates the scientific understanding of generosity for those who inspire it."
--IAN ADAIR, CEO of the Seattle Police Foundation

Author Biography

CHERIAN KOSHY, CFRE, CAP(R), is an internationally respected authority on fundraising strategy, nonprofit leadership, and ethical innovation. With more than 25 years in the social impact sector, he has served in prominent national and state leadership roles, founded and sold an AI-powered fundraising platform, and been honored with the Iowa Governor's Volunteer Award and the title of Kentucky Colonel. A sought-after international speaker, he holds certifications in behavioral science from Harvard Business School, AI ethics from the London School of Economics, and teaches at the Lilly Family School of Philanthropy at Indiana University.