Cherian Koshy's 'Neurogiving: The Science of Donor Decision-Making' has achieved a milestone by debuting at #132 on the USA Today bestseller list upon its publication Tuesday, an uncommon accomplishment for a book centered on nonprofit fundraising. The book also ranked #6 on Amazon's list of books on business and finance, according to a news release.
'Neurogiving' bridges neuroscience, behavioral economics, and storytelling to reveal how the brain makes decisions about giving and how fundraisers can design donor experiences that feel human rather than transactional. The USA Today list ranks the top 150 best-selling books across all genres and formats nationwide, making the inclusion of a specialized fundraising book particularly notable.
Koshy, a fundraising and behavioral science expert, expressed humility at the reception. 'Earning a spot on the USA Today bestseller list — nearly unheard of for a fundraising book — underscores a powerful truth: Our sector is eager for science-based insights that make generosity more meaningful and effective,' he said. 'Neurogiving is more than a book — it's becoming a movement reshaping how our field understands donors, designs experiences, and inspires generosity.'
The book integrates insights from neuroscience, behavioral psychology, and proprietary research into a roadmap for generating donor experiences that maximize generosity and long-term commitment. It includes illustrative examples, research-informed strategies, and discussions on the potential role of artificial intelligence and machine learning in donor engagement and personalization.
Koshy, a Certified Fund Raising Executive (CFRE) and Chartered Advisor in Philanthropy (CAP®), is Treasurer of the Association of Fundraising Professionals Global Board and a member of The Giving Institute and Forbes Nonprofit Council. He helps mission-driven organizations harness behavioral science, neuroscience, and ethical AI to inspire giving. More information is available at NeurogivingBook.com and CherianKoshy.com.
For nonprofit leaders, fundraisers, and philanthropy professionals, 'Neurogiving' offers a science-based approach to increase donor engagement and retention, making it a valuable resource for major gifts officers, development directors, marketers, and consultants.
