Cherian Koshy's forthcoming book, 'Neurogiving: The Science of Donor Decision-Making,' has already made a splash by premiering at #11 on Amazon's list of new books on business and finance nearly a month before its official release on December 9, 2025. Published by Wiley, the book 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.
Koshy, a fundraising and behavioral science expert, announced the launch date on his social media on November 13 and expressed gratitude for the early response driven by presale numbers. 'I'm incredibly grateful for the generous support this book has received,' he said. 'It is the culmination of everything I've learned over two decades in fundraising, leadership, and behavior science.'
'Neurogiving' provides a point-by-point guide to creating clear messaging that transforms prospective donors into active donors. It integrates 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 the potential role for artificial intelligence and machine learning in donor engagement and personalization.
The book is aimed at nonprofit leaders, fundraisers, and philanthropy professionals seeking to increase donor engagement and retention. It is also valuable for major gifts officers, development directors, marketers, fundraising consultants, and trainers. Koshy invites readers to join him for a LinkedIn Live at 1:30 p.m. on December 2, Giving Tuesday, for a conversation about the science of generosity. Additionally, those who pre-order the book can get $429 in exclusive bonuses at neurogivingbook.com.
Koshy is a Certified Fund Raising Executive (CFRE) and Chartered Advisor in Philanthropy (CAP®). He helps organizations harness behavioral science, neuroscience, and ethical AI to inspire authentic giving. He serves as Treasurer of the Association of Fundraising Professionals Global Board and is a member of The Giving Institute and Forbes Nonprofit Council. More information is available at CherianKoshy.com.
