About the Book

"Traditional fundraising methods are no longer enough. Donors are overwhelmed with choices, exposed to constant digital noise augmented in the age of artificial intelligence, and often struggle with decision fatigue. To build lasting relationships, fundraisers must understand what truly motivates donors and how to shape engagement strategies that align with human psychology. This book creates donor choice clarity from donor choice confusion. Neurofundraising presents a revolutionary, science-backed approach to fundraising unpacking the why behind the what. By integrating insights from neuroscience, behavioral psychology, and proprietary research, this book provides a roadmap for creating donor experiences that maximize generosity and long-term commitment. This book goes even further by providing examples of how to implement the principles in real fundraising scenarios."-- Provided by publisher.

Book Synopsis

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.

From the Back Cover

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

About the Author

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.