"Neurogiving: The Science of Donor Decision-Making" by Cherian Koshy has achieved a significant milestone by premiering at #132 on the USA Today Bestseller list upon its publication Tuesday. The book also ranked #6 on Amazon's list of books on business and finance. This accomplishment is particularly notable because books focusing on nonprofits rarely make such lists, which typically feature mass-market fiction, self-help, or general business titles.
The book bridges neuroscience, behavioral economics, and storytelling to reveal how the brain makes decisions about giving. It offers fundraisers insights into designing donor experiences that feel human rather than transactional. Koshy, a fundraising and behavioral science expert, expressed humility at the book's reception, calling it the culmination of two decades of work in fundraising, leadership, and behavior science.
According to Koshy, earning a spot on the USA Today list—nearly unheard of for a fundraising book—underscores the sector's eagerness for science-based insights that make generosity more meaningful and effective. He described "Neurogiving" as more than a book, calling it a movement reshaping how the field understands donors, designs experiences, and inspires generosity.
The book integrates insights from neuroscience, behavioral psychology, and proprietary research into a roadmap for generating donor experiences that maximize generosity and long-term commitment. Readers will find illustrative examples and research-informed strategies for applying its principles in real-world fundraising contexts, accessible descriptions of why people give and why they might give repeatedly, and the potential role of artificial intelligence and machine learning in donor engagement and personalization.
"Neurogiving" is designed for nonprofit leaders, fundraisers, and philanthropy professionals seeking to increase donor engagement and retention, as well as major gifts officers, development directors, marketers, fundraising consultants, and trainers. More information about the book and the author can be found at NeurogivingBook.com and CherianKoshy.com.
