The upcoming book 'Neurogiving: The Science of Donor Decision-Making' by Cherian Koshy has achieved a notable publishing milestone, premiering at #11 on Amazon's business and finance books list nearly a month before its December 9, 2025 release date through Wiley. This early success, driven by presale numbers, signals strong interest in a science-based approach to philanthropy that could reshape how nonprofit organizations engage with donors.
Koshy, a fundraising and behavioral science expert, described the book as the culmination of two decades of work in fundraising, leadership, and behavior science. 'Neurogiving' bridges neuroscience, behavioral economics, and storytelling to explain how the brain makes decisions about giving. The book provides fundraisers with strategies to design donor experiences that feel human rather than transactional, moving beyond traditional fundraising methods.
The importance of this publication lies in its potential to transform fundraising practices across the nonprofit sector. By integrating insights from neuroscience and behavioral psychology with proprietary research, 'Neurogiving' offers a comprehensive roadmap for creating donor experiences that maximize generosity and foster long-term commitment. This approach addresses a critical challenge in philanthropy: converting prospective donors into active, recurring supporters through ethical and effective engagement.
Readers will find practical applications throughout the book, including illustrative examples and research-informed strategies for real-world fundraising contexts. The content also explores why people give and what motivates repeated donations, along with examining the potential role of artificial intelligence and machine learning in donor engagement and personalization. These elements make the book particularly relevant for nonprofit leaders, fundraisers, philanthropy professionals, major gifts officers, development directors, marketers, and fundraising consultants seeking to improve donor retention.
The timing of the book's release coincides with increased scrutiny of fundraising practices and growing demand for more authentic donor relationships. As organizations face pressure to demonstrate impact and ethical stewardship, 'Neurogiving' provides evidence-based methods that could help rebuild trust and increase effectiveness in donor communications. The book's presale success suggests that professionals across the sector recognize the need for this type of guidance.
Readers who pre-order the book can access $429 in exclusive bonuses through https://neurogivingbook.com. Koshy will also host a LinkedIn Live event on December 2, Giving Tuesday, to discuss the science of generosity. Additional information about the author and book is available at https://cheriankoshy.onlinepresskit247.com.
