Fundraising Book 'Neurogiving' Achieves USA Today Bestseller Status, Signaling Shift in Philanthropy Approach
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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The book 'Neurogiving: The Science of Donor Decision-Making' by Cherian Koshy premiered at #132 on the USA Today Bestseller list upon its publication, also ranking #6 on Amazon's list of books on business and finance. This achievement is particularly notable as the USA Today list ranks the top 150 best-selling books across all genres and formats nationwide, and books focusing on specialized professional topics like nonprofits typically have smaller audiences compared to mass-market fiction or general business books.
Koshy, a fundraising and behavioral science expert, described the book as bridging neuroscience, behavioral economics, and storytelling to reveal how the brain makes decisions about giving. The book aims to help fundraisers design donor experiences that feel human rather than transactional. Koshy stated that earning a spot on the USA Today bestseller list—nearly unheard of for a fundraising book—underscores that the nonprofit 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 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 descriptions of why people give and why they might give repeatedly, and explores the potential role for artificial intelligence and machine learning in donor engagement and personalization. More information about the book can be found at NeurogivingBook.com.
The book's success on mainstream bestseller lists suggests a broader recognition of the importance of evidence-based approaches in philanthropy. For nonprofit leaders, fundraisers, and philanthropy professionals seeking to increase donor engagement and retention, this development indicates that scientific understanding of donor behavior is gaining traction beyond specialized circles. The book serves as a resource for major gifts officers, development directors, marketers, fundraising consultants, and fundraising trainers who are looking to move beyond traditional fundraising methods.
Koshy characterized 'Neurogiving' as more than a book, describing it as becoming a movement reshaping how the field understands donors, designs experiences, and inspires generosity. This perspective suggests the book's impact may extend beyond its pages to influence fundraising practices and donor relationship management across the nonprofit sector. The integration of behavioral science with practical fundraising applications represents a significant evolution in how organizations approach donor engagement, potentially leading to more sustainable funding models and deeper connections between donors and causes they support.
Curated from 24-7 Press Release
