# Neurogiving: The Science of Donor Decision-Making

- Link: https://fundraising.co.uk/books/neurogiving-the-science-of-donor-decision-making/
- Published: 2025-11-25T09:50:00+00:00
- Author: Howard Lake

**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.

## About Cherian Koshy

Cherian Koshy CFRE CAP® is an 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 honoured with the Iowa Governor’s Volunteer
Award and the title of Kentucky Colonel. He holds certifications in behavioural 
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.

More at [neurogivingbook.com](https://neurogivingbook.com/).