The upcoming book "Neurogiving: The Science of Donor Decision-Making" by Cherian Koshy has premiered at #11 on Amazon's business and finance book rankings nearly a month before its December 9, 2025 publication date. This early success, driven by presale numbers, indicates strong interest in science-based approaches to philanthropy and donor engagement.
"Neurogiving" represents a significant advancement in fundraising methodology by integrating neuroscience, behavioral economics, and storytelling to understand how donors make giving decisions. The book provides fundraisers with evidence-based strategies to create donor experiences that feel genuinely human rather than transactional. Koshy, a fundraising and behavioral science expert with two decades of experience, described the book as "the culmination of everything I've learned over two decades in fundraising, leadership, and behavior science."
The importance of this work lies in its potential to transform how nonprofit organizations approach donor relationships. Traditional fundraising methods often rely on intuition or conventional practices, but "Neurogiving" offers a scientifically validated framework that could significantly increase donor engagement and retention rates. For an industry that depends on sustainable funding to achieve social impact, this represents a potential paradigm shift in effectiveness and efficiency.
Readers will find practical applications including illustrative examples and research-informed strategies for implementing the book's principles in real-world fundraising contexts. The content explores the fundamental reasons people choose to give and what motivates repeated donations, providing valuable insights for organizations seeking to build long-term donor relationships. The book also addresses the emerging role of technology in philanthropy, examining how artificial intelligence and machine learning could enhance donor engagement and personalization while maintaining ethical standards.
The timing of this publication coincides with increasing scrutiny of fundraising practices and growing donor expectations for transparency and meaningful engagement. Nonprofit leaders, development directors, major gifts officers, and fundraising consultants now have access to a comprehensive roadmap for generating donor experiences that maximize both initial generosity and long-term commitment. Early readers can access additional resources at https://neurogivingbook.com, though the core content stands as a complete guide to science-backed fundraising.
For the broader philanthropic sector, the success of "Neurogiving" before its official release signals a growing recognition that understanding human decision-making processes is crucial for effective fundraising. As Koshy prepares for a December 2 LinkedIn Live event discussing the science of generosity, the book's early reception suggests it may become an essential resource for professionals seeking to align their fundraising practices with how donors actually think and make decisions.
