The upcoming publication 'Neurogiving: The Science of Donor Decision-Making' by fundraising expert Cherian Koshy has achieved notable early success, premiering at #11 on Amazon's business and finance bestseller list nearly a month before its scheduled December 9, 2025 release through Wiley publishing. This early ranking, driven by presale performance, indicates substantial interest in the book's innovative methodology that integrates neuroscience, behavioral economics, and storytelling techniques to revolutionize fundraising approaches.
Koshy, drawing from two decades of experience in fundraising, leadership, and behavioral science, has developed a comprehensive framework that aims to transform how organizations approach donor relationships. The book reveals how the brain actually makes decisions about giving and provides fundraisers with strategies to design donor experiences that feel human rather than transactional. This represents a significant departure from traditional fundraising methods that often rely on conventional approaches without scientific backing.
'Neurogiving' delivers a detailed roadmap for creating messaging that converts prospective donors into active supporters, incorporating current insights from neuroscience, behavioral psychology, and proprietary research. The publication includes illustrative examples and research-informed strategies for applying these principles in real-world fundraising contexts, along with accessible explanations of why people give and what motivates repeated giving behavior. Readers can visit https://neurogivingbook.com for additional information about the science-backed approach to fundraising presented in the book.
The book also explores the emerging role of artificial intelligence and machine learning in donor engagement and personalization, positioning it at the forefront of modern fundraising methodology. This integration of cutting-edge technology with behavioral science principles could significantly enhance how nonprofits identify, engage, and retain donors in an increasingly competitive philanthropic landscape.
Targeted at nonprofit leaders, fundraisers, and philanthropy professionals seeking to increase donor engagement and retention, 'Neurogiving' serves as a valuable resource for major gifts officers, development directors, marketers, fundraising consultants, and trainers. The strong presale performance suggests growing recognition within the philanthropic sector of the need for more scientifically-grounded approaches to donor relationships. This trend could signal a broader shift toward evidence-based practices that combine ethical approaches with effective fundraising strategies.
Koshy has scheduled a LinkedIn Live event for December 2, coinciding with Giving Tuesday, to discuss the science of generosity and provide professionals with early access to the book's concepts before its official release. The early market response to 'Neurogiving' indicates that the philanthropic community is actively seeking new methodologies that can improve donor relationships while maintaining ethical standards, potentially establishing new benchmarks for fundraising effectiveness across the nonprofit sector.
