Cherian Koshy's forthcoming book, Neurogiving: The Science of Donor Decision-Making (Wiley, Dec. 9, 2025), has already made an impact, debuting at #11 on Amazon's list of new business and finance books based on presale numbers. The book, announced via Koshy's social media on Nov. 13, bridges neuroscience, behavioral economics, and storytelling to reveal how the brain makes decisions about giving and how fundraisers can design donor experiences that feel human rather than transactional.
Koshy, a fundraising and behavioral science expert, expressed gratitude for the early response. 'It is the culmination of everything I've learned over two decades in fundraising, leadership, and behavior science,' he said. The book provides a science-backed approach to creating clear messaging that transforms prospective donors into active donors, integrating insights from neuroscience, behavioral psychology, and proprietary research.
Neurogiving offers illustrative examples and research-informed strategies for applying its principles in real-world fundraising contexts, accessible descriptions of why people give repeatedly, and explores the potential role for artificial intelligence and machine learning in donor engagement and personalization. The book is designed for nonprofit leaders, fundraisers, major gifts officers, development directors, marketers, and fundraising consultants seeking to increase donor engagement and retention.
Readers who pre-order the book can receive $429 in exclusive bonuses at neurogivingbook.com. Koshy also invites the public to join him for a LinkedIn Live at 1:30 p.m. on Dec. 2, Giving Tuesday, for a conversation about the science of generosity.
Koshy is a Certified Fund Raising Executive (CFRE) and Chartered Advisor in Philanthropy (CAP®), serving as Treasurer of the Association of Fundraising Professionals Global Board and a member of The Giving Institute and Forbes Nonprofit Council. More information is available at NeurogivingBook.com and CherianKoshy.com.
