From acclaimed fundraising strategist and behavioral science expert Cherian Koshy, Neurogiving: The Science of Donor Decision Making is a groundbreaking exploration of how neuroscience, behavioral economics, and psychology reveal the true drivers of charitable giving. This book is not about persuasion or pressure. It’s about understanding the generosity that already lives inside every donor—and removing the friction that gets in its way.
Pre-order Neurogiving by September 1st and receive $350 in FREE bonuses!
NEUROGIVING: The Science of Donor Decision Making
Unleash the power of what the brain already wants to do.
Endorsed by:
- Academics and researchers
- Assocation CEOS in fundraising and planned giving
- Nonprofit CEOs and executive leaders
- Large nonprofit fundraising leaders
- Small nonprofit fundraising leaders
- Higher education fundraisers
- Healthcare fundraisers
- Fundraisers in the UK, India, Japan, Israel and more
- Technology CEOs
- Consultancies and Agency CEOs
- Individual and major gift fundraisers
Do you believe people are inherently generous?
If so, Neurogiving is the book you’ve been waiting for.
Whether you’re a frontline fundraiser, nonprofit leader, or impact strategist, this book reveals how donor behavior can be better understood—and better honored. Based on decades of research and tested across thousands of campaigns, Neurogiving brings together insights from neuroscience, behavioral economics, and cognitive psychology to:
- Debunk myths about donor rationality
- Explain how emotions, identity, and memory drive generosity
- Reveal cognitive biases that influence giving behavior
- Offer research-backed ways to reduce donor friction
More than a book, Neurogiving is a mindset shift—from trying to convince people to give, to designing environments where generosity flows.
Pre-order by September 1st and get over $429 in FREE bonuses!
Pre-Order from any major retailer (Amazon, Barnes & Noble, Bookshop.org, etc.)
Then return here and complete the bonus redemption form:
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BONUS PACKAGE ($429+ Value)
Free Ticket to the Neurogiving Live 1-Day Virtual Workshop
Learn how to apply the core principles of Neurogiving directly to your donor campaigns. Hosted by Cherian Koshy, this interactive event will cover identity alignment, neuro-segmentation, and real-world message testing.
Value: $199
The Behavioral Messaging Blueprint
A digital mini-course walking you through the exact message framing, sequencing, and cognitive triggers used in successful donor appeals.
Value: $99
You don’t have to wait for the hardcover to ship. Read the first 2 chapters instantly and start transforming your fundraising strategy today.
Early Access to the Neurogiving E-Manuscript
Access to the Neurogiving Launch Circle
A private online community of early adopters, including bonus content, live Q&As, giveaways, and first-look interviews with fellow donor psychology experts.
Value: $49
The Donor Decision Playbook
A downloadable field guide summarizing the top behavioral science principles every fundraiser should know—each with research context and application notes.
Value: $59
Neurogiving Visual Frameworks Pack
Downloadable, high-resolution visual models from the book, including the Generosity Activation Arc™, Neurogiving Loyalty Loop™, and others not included in the book. This pack includes a workbook that can be used with your team to implement the strategies from the book in your approach.
Value: $79
Bonus Chapter: Neurogiving for Executive Leadership
A concise explainer of key concepts designed to help your leadership understand and apply the science behind donor decisions in structuring your organization. This ‘missing’ chapter of the book also includes a workbook.
Value: $49
Bonus Books: NYT Bestselling, Exactly What to Say & Robots Make Bad Fundraisers
Three books for the price of one! Pre-order Neurogiving and our team will send you two additional books for free. EWTS by Phil M. Jones is cited extensively in Chapter 4 and RMBF from Steven Shattuck is a must-read for fundraisers. Limited to the first XX preorders.
Value: $50
Author Commentary: Behind the Book Audio Companion
An exclusive audio track where Cherian shares the stories, research, and intentions behind Neurogiving.
Value: $49
First Month Only: Live Bonus Q&A Session with Cherian
Join an exclusive session to ask questions, hear examples, and go deeper on applying neurogiving principles in your own work. This bonus is only available to those who pre-order before August 1st.
Value: $75
https://www.youtube.com/watch?v=VV_mfdhv3LQ
What Experts Are Saying
About the Book
Neurogiving isn’t a book about tactics. It’s a book about truth.
At its core, fundraising is about honoring the instinct to give. But for too long, nonprofits have relied on guesswork, guilt, and gut feelings. The result? Burnout, donor churn, and underperformance.
This book rewrites the rules. You’ll learn:
- How the brain processes appeals and why most fail to break through
- Why memory and emotion matter more than logic in donor decisions
- The difference between “persuasion” and “alignment”
- How to ethically design experiences that make generosity easier
This is not a marketing book. It’s a book about creating more human, more generous, and more effective fundraising systems.
If you work in development, communications, or nonprofit leadership, Neurogiving will give you the research, the language, and the frameworks to help you raise more money—by building trust, not pressure.
Pre-order today + get over $429 in FREE bonuses!
A Message from the Author
I wrote Neurogiving because I believe generosity is not something we manufacture in donors—it’s something we uncover. Every person you meet is already wired to care. When we understand how memory, empathy, and identity shape decision-making, we stop fighting human nature and start working with it.
Fundraising isn’t about pushing people. It’s about removing what gets in the way of the giving they already want to do.
If you believe in the inherent generosity of others, this book is for you.
— Cherian Koshy
