The book 'Neurogiving: The Science of Donor Decision-Making' by Cherian Koshy premiered at number 132 on the USA Today Bestseller list upon its publication and ranked number 6 on Amazon's list of business and finance books. This achievement is particularly notable as books focusing on specialized professional topics like nonprofit fundraising rarely appear on this list, which ranks the top 150 best-selling books across all genres and formats nationwide.
Koshy, a fundraising and behavioral science expert, described the book's success as underscoring a powerful truth about the nonprofit sector's eagerness for science-based insights that make generosity more meaningful and effective. He stated that 'Neurogiving' is becoming a movement reshaping how the field understands donors, designs experiences, and inspires generosity.
The book bridges neuroscience, behavioral economics, and storytelling to reveal how the brain makes decisions about giving. It provides fundraisers with strategies to design donor experiences that feel human rather than transactional. The work integrates insights from neuroscience, behavioral psychology, and proprietary research into a comprehensive roadmap for generating donor experiences that maximize generosity and long-term commitment.
Readers will find illustrative examples and research-informed strategies for applying the book's principles in real-world fundraising contexts. The book also offers accessible descriptions of why people give and why they might give repeatedly. Additionally, it explores the potential role for artificial intelligence and machine learning in donor engagement and personalization.
This resource is positioned as valuable for nonprofit leaders, fundraisers, philanthropy professionals, major gifts officers, development directors, marketers, fundraising consultants, and fundraising trainers seeking to increase donor engagement and retention. The book's commercial success suggests growing mainstream interest in applying scientific approaches to philanthropy, potentially influencing how organizations across the sector approach donor relationships. More information about the book is available at https://NeurogivingBook.com and about the author at https://CherianKoshy.com.
The implications for business and technology leaders extend beyond the nonprofit sector. The book's framework for understanding decision-making through neuroscience and behavioral economics could influence customer engagement strategies across industries. The discussion of AI and machine learning applications for personalization reflects broader trends in data-driven relationship management. As organizations increasingly seek to build authentic connections with stakeholders, the principles outlined in 'Neurogiving' may offer transferable insights for designing experiences that resonate on a human level while leveraging technological tools for effectiveness.
