Neurogiving

The Science of Donor Decision-Making

Cherian Koshy

$46.95

Hardback

Forthcoming
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English

John Wiley & Sons Inc
14 December 2025

Management & management techniques; Non-profitmaking organisations

A comprehensive discussion of the latest advances in fundraising strategy and donor decision-making

In Neurogiving: The Science of Donor Decision-Making, fundraising and behavioral science expert, Cherian Koshy, delivers a point-by-point guide to creating crystal-clear messaging that transforms prospective donors into active donors. The author demonstrates a revolutionary, science-backed approach to fundraising that unpacks why donors move from considering a donation to actually donating.

Neurogiving integrates up-to-date insights from neuroscience, behavioral psychology, and proprietary research to generate a comprehensive roadmap for generating donor experiences that maximize generosity and long-term commitment.

Readers will also find:

Illustrative examples and research-informed strategies for applying the book's principles in real-world fundraising contexts Accessible descriptions of the reasons people give and why they might give repeatedly The potential role for artificial intelligence and machine learning in donor engagement and personalization

Perfect for 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.

By: Cherian Koshy
Imprint: John Wiley & Sons Inc
Country of Publication: United States
ISBN: 9781394370450
ISBN 10: 1394370458
Pages: 272
Publication Date: 14 December 2025
Audience: Professional and scholarly , Undergraduate
Format: Hardback
Publisher's Status: Forthcoming

CHERIAN KOSHY, CFRE, CAP®, is an internationally respected authority on fundraising strategy, nonprofit leadership, and ethical innovation. With more than 25 years in the social impact sector, he has served in prominent national and state leadership roles, founded and sold an AI-powered fundraising platform, and been honored with the Iowa Governor’s Volunteer Award and the title of Kentucky Colonel. A sought-after international speaker, he holds certifications in behavioral science from Harvard Business School, AI ethics from the London School of Economics, and teaches at the Lilly Family School of Philanthropy at Indiana University.