Cherian Koshy's upcoming book, 'Neurogiving: The Science of Donor Decision-Making,' has premiered at #11 on Amazon's list of new books in business and finance, nearly a month before its official release on December 9, 2025. Published by Wiley, the book bridges neuroscience, behavioral economics, and storytelling to explain 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, announced the launch date on his social media on November 13 and expressed gratitude for the early response based on presale numbers. 'I'm incredibly grateful for the generous support this book has received,' he said. 'It is the culmination of everything I've learned over two decades in fundraising, leadership, and behavior science.'
The book aims to help nonprofit leaders and fundraisers understand why donors give and how to connect with them in more meaningful, ethical, and effective ways. 'Neurogiving' delivers a point-by-point guide to creating clear messaging that transforms prospective donors into active donors, using a science-backed approach. It 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 provides accessible descriptions of the reasons people give and why they might give repeatedly, as well as the potential role for artificial intelligence and machine learning in donor engagement and personalization.
Targeted at nonprofit leaders, fundraisers, and philanthropy professionals seeking to increase donor engagement and retention, 'Neurogiving' is also an invaluable resource for major gifts officers, development directors, marketers, fundraising consultants, and fundraising trainers. Those who pre-order the book can get $429 in exclusive bonuses at neurogivingbook.com.
Koshy also invites people to join him for a LinkedIn Live at 1:30 p.m. on December 2, Giving Tuesday, for a conversation about the science of generosity. A Certified Fund Raising Executive (CFRE) and Chartered Advisor in Philanthropy (CAP®), Koshy helps mission-driven organizations harness behavioral science, neuroscience, and ethical AI to inspire authentic giving. He serves as Treasurer of the Association of Fundraising Professionals Global Board and is a member of The Giving Institute and Forbes Nonprofit Council. More information can be found at CherianKoshy.com.
