The upcoming book 'Neurogiving: The Science of Donor Decision-Making' by Cherian Koshy has achieved significant early success, premiering at #11 on Amazon's list of business and finance books nearly a month before its scheduled December 9, 2025 release through Wiley publishing. This early ranking, based on presale numbers, indicates strong interest in the book's innovative approach to fundraising that combines neuroscience, behavioral economics, and storytelling techniques. Koshy, a fundraising and behavioral science expert, expressed gratitude for the early support, noting that the book represents the culmination of two decades of experience in fundraising, leadership, and behavior science.
'Neurogiving' aims to transform how organizations approach donor relationships by revealing how the brain actually makes decisions about giving. The book provides fundraisers with strategies to design donor experiences that feel human rather than transactional, moving beyond traditional fundraising methods. The book delivers a comprehensive roadmap for creating messaging that transforms prospective donors into active supporters, integrating up-to-date insights from neuroscience, behavioral psychology, and proprietary research. Readers will find illustrative examples and research-informed strategies for applying the book's principles in real-world fundraising contexts, along with accessible descriptions of why people give and what motivates repeated giving.
The publication also explores the potential role of artificial intelligence and machine learning in donor engagement and personalization, positioning it at the forefront of modern fundraising methodology. Targeted at nonprofit leaders, fundraisers, and philanthropy professionals seeking to increase donor engagement and retention, 'Neurogiving' serves as a valuable resource for major gifts officers, development directors, marketers, fundraising consultants, and trainers. The book's early success suggests growing recognition within the philanthropic sector of the need for more scientifically-grounded approaches to donor relationships. Readers interested in learning more about the book can visit https://neurogivingbook.com for additional information about the publication and its science-backed approach to fundraising.
Koshy has announced a LinkedIn Live event scheduled for December 2, Giving Tuesday, at 1:30 p.m. to discuss the science of generosity, providing an opportunity for professionals to engage with the book's concepts before its official release. The strong presale performance indicates that the philanthropic community is actively seeking new methodologies that combine ethical approaches with effective fundraising strategies, potentially signaling a shift toward more evidence-based practices in the nonprofit sector.
