The book 'Neurogiving: The Science of Donor Decision-Making' by Cherian Koshy premiered at number 132 on the USA Today Bestseller list upon its publication and also ranked number 6 on Amazon's list of books on business and finance. This achievement is particularly significant because the USA Today list ranks the top 150 best-selling books across all genres and formats nationwide, and it is highly unusual for a book focusing on specialized professional topics like nonprofits to make the list.
Koshy, a fundraising and behavioral science expert, described the book's success as underscoring a powerful truth about the nonprofit sector's eagerness for science-based insights that make generosity more meaningful and effective. He stated that 'Neurogiving is more than a book — it's becoming a movement reshaping how our field understands donors, designs experiences, and inspires generosity.' The book bridges neuroscience, behavioral economics, and storytelling to reveal how the brain actually makes decisions about giving and how fundraisers can design donor experiences that feel human rather than transactional.
The importance of this development extends beyond the book's commercial success. For nonprofit leaders, fundraisers, and philanthropy professionals seeking to increase donor engagement and retention, 'Neurogiving' represents a shift toward evidence-based approaches in a field often dominated by traditional methods. The book integrates up-to-date insights from neuroscience, behavioral psychology, and proprietary research into a comprehensive roadmap for generating donor experiences that maximize generosity and long-term commitment.
Readers will find illustrative examples and research-informed strategies for applying the book's principles in real-world fundraising contexts, accessible descriptions of why people give and why they might give repeatedly, and exploration of the potential role for artificial intelligence and machine learning in donor engagement and personalization. This content makes the book an invaluable resource not only for nonprofit leaders and fundraisers but also for major gifts officers, development directors, marketers, fundraising consultants, and fundraising trainers.
The book's success on a mainstream bestseller list suggests growing recognition that effective philanthropy requires understanding the psychological and neurological factors that influence giving decisions. As organizations face increasing competition for donor attention and resources, approaches grounded in behavioral science could become essential for sustainable fundraising. More information about the book and its concepts is available at NeurogivingBook.com and CherianKoshy.com.
