'Neurogiving: The Science of Donor Decision-Making,' by Cherian Koshy, premiered at #132 on the USA Today Bestseller list upon its publication Tuesday. The book also ranked #6 on Amazon's list of books on business and finance, according to a press release.
The book 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, not transactional. The USA Today list ranks the top 150 best-selling books across all genres and formats nationwide. It is highly unusual for a book focusing on nonprofits to make the list, as such books typically have a smaller target audience compared to mass-market fiction, self-help, or general business books.
Koshy, a fundraising and behavioral science expert, said: 'I'm incredibly humbled by the generous support this book has received. It is the culmination of everything I've learned over two decades in fundraising, leadership, and behavior science.' He added, 'Earning a spot on the USA Today bestseller list — nearly unheard of for a fundraising book — underscores a powerful truth: Our sector is eager for science-based insights that make generosity more meaningful and effective.'
'Neurogiving' integrates insights from neuroscience, behavioral psychology, and proprietary research into a roadmap for generating donor experiences that maximize generosity and long-term commitment. Readers will find illustrative examples and research-informed strategies, accessible descriptions of why people give repeatedly, and the potential role for artificial intelligence and machine learning in donor engagement and personalization.
The book targets nonprofit leaders, fundraisers, and philanthropy professionals seeking to increase donor engagement and retention. It also serves as a resource for major gifts officers, development directors, marketers, fundraising consultants, and trainers.
Cherian Koshy is a Certified Fund Raising Executive (CFRE) and Chartered Advisor in Philanthropy (CAP®). 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 is available at NeurogivingBook.com and CherianKoshy.com.
