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FAQ: 'Neurogiving: The Science of Donor Decision-Making' - USA Today Bestseller
TL;DR
Cherian Koshy's book 'Neurogiving' provides fundraisers with neuroscience-based strategies to gain a competitive edge in donor engagement and retention.
The book integrates neuroscience, behavioral economics, and AI research into a systematic framework for designing donor experiences that maximize generosity.
By applying science to understand donor psychology, 'Neurogiving' helps create more meaningful giving experiences that strengthen community connections.
A fundraising book achieving USA Today bestseller status is rare, showing widespread interest in science-based approaches to philanthropy.
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It's a book by Cherian Koshy that bridges neuroscience, behavioral economics, and storytelling to reveal how the brain makes decisions about giving, providing fundraisers with strategies to design donor experiences that feel human rather than transactional.
It's highly unusual for a book focusing on specialized professional topics like nonprofits to make the USA Today bestseller list, as such books typically have smaller audiences compared to mass-market fiction or general business books, indicating strong interest in science-based fundraising insights.
The book premiered at #132 on the USA Today Bestseller list and also ranked #6 on Amazon's list of books on business and finance upon its publication on Tuesday, December 12, 2025.
Cherian Koshy is a fundraising and behavioral science expert with two decades of experience, a Certified Fund Raising Executive (CFRE), Chartered Advisor in Philanthropy (CAP®), Treasurer of the Association of Fundraising Professionals Global Board, and member of The Giving Institute and Forbes Nonprofit Council.
The book integrates neuroscience, behavioral psychology, and proprietary research to provide strategies for donor experiences, explains why people give repeatedly, and explores the potential role of artificial intelligence and machine learning in donor engagement and personalization.
It's perfect for nonprofit leaders, fundraisers, philanthropy professionals, major gifts officers, development directors, marketers, fundraising consultants, and fundraising trainers seeking to increase donor engagement and retention.
According to the author, it represents a movement reshaping how the field understands donors by providing science-based insights that make generosity more meaningful and effective, rather than just transactional approaches.
You can visit NeurogivingBook.com and CherianKoshy.com for more information about the book and author.
Contact Michelle Tennant Nicholson, International Publicist and Chief Creative Officer at Wasabi Publicity, Inc., at 828.749.3200 (office), 828.817.4034 (cell/WhatsApp), or Michelle@WasabiPublicity.com.
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