Des Moines, IA — "Neurogiving: The Science of Donor Decision-Making" (Dec. 9, 2025, Wiley) by Cherian Koshy has premiered at #11 on Amazon's list of new business and finance books, based on presale numbers nearly a month before its official release. The book bridges neuroscience, behavioral economics, and storytelling to explain how the brain makes decisions about giving and provides fundraisers with strategies to create donor experiences that feel human rather than transactional.
Koshy, a fundraising and behavioral science expert, announced the launch date on his social media on Nov. 13 and expressed gratitude for the early response. "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."
"Neurogiving" integrates insights from neuroscience, behavioral psychology, and proprietary research into a comprehensive roadmap for generating donor experiences that maximize generosity and long-term commitment. The book includes illustrative examples and research-informed strategies for applying its principles in real-world fundraising contexts, accessible explanations of why people give and give repeatedly, and a discussion of the potential role of artificial intelligence and machine learning in donor engagement and personalization.
The book is intended for nonprofit leaders, fundraisers, and philanthropy professionals seeking to increase donor engagement and retention, as well as major gifts officers, development directors, marketers, fundraising consultants, and fundraising trainers. Readers who pre-order can receive $429 in exclusive bonuses at neurogivingbook.com. Koshy also invites people to join him for a LinkedIn Live at 1:30 p.m. on Dec. 2, Giving Tuesday, for a conversation about the science of generosity.
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.
