Premium Episode: "Neurogiving:The Science of Donor Decision-Making". Meet the Author, Cherian Koshy.

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This episode, I sit down with Cherian Koshy, author of Neurogiving: The Science of Donor Decision-Making — a book that achieved something almost unheard of in the nonprofit sector by landing on the USA Today Bestseller List just one day after release.

But this conversation isn’t about accolades. It’s about understanding what’s really happening in a donor’s brain — and why so many “best practices” in fundraising work sometimes… and fail other times.

Cherian draws on nearly three decades of fundraising experience and more than 220 peer-reviewed research studies to explain how generosity actually works at a neurological level. We explore why storytelling creates real biological responses, how trust is formed and sustained over time, and why attention — not money — may be the most valuable currency nonprofits are competing for today.

We also tackle some of the hardest realities nonprofit leaders are facing right now: crisis fundraising, donor fatigue, digital overload, and the ethical responsibility fundraisers carry when applying behavioral science. Throughout the conversation, Cherian is clear — this isn’t about manipulating donors. It’s about becoming more human-centered, more intentional, and more effective in how we invite people into generosity.

If you lead a nonprofit, sit on a board, work in development or marketing, or care deeply about the future of giving, this episode will challenge how you think about fundraising — and equip you with language, insight, and research to do it better. For me, the book is fast becoming a tutorial in contemporary ways to address fundraising and donors with great intentionality and understanding.

You can find the book on Amazon with this link: Neurogiving.

Episode Chapters

00:00 – Welcome & a rare nonprofit milestone
Why Neurogiving hitting the USA Today Bestseller List matters for the sector.

06:00 – What “Neuro Giving” really means
Why this book isn’t about manipulation — and what it actually reveals about donor behavior.

14:00 – Storytelling, brains, and emotional connection
What neuroscience shows us about why stories move people more than data.

26:00 – Trust, identity, and long-term giving
How generosity becomes part of who a donor is, not just something they do.

38:00 – Crisis fundraising and donor overload
Why constant urgency backfires — and how to pair urgency with hope.

50:00 – Digital giving, ethics, and the future of fundraising
Attention, technology, AI, and why humans still matter most.

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