A new book bridging neuroscience and fundraising has achieved a milestone rarely seen for the nonprofit sector. 'Neurogiving: The Science of Donor Decision-Making,' by Cherian Koshy, debuted at #132 on the USA Today bestseller list upon its publication Tuesday, and also ranked #6 on Amazon's list of books on business and finance.
According to the announcement, the USA Today list ranks the top 150 best-selling books across all genres and formats nationwide. It is highly unusual for a book focused on nonprofits to make the list, as such specialized professional topics typically have a smaller target audience compared to mass-market fiction, self-help, or general business books.
'Neurogiving' integrates insights from neuroscience, behavioral psychology, and proprietary research into a roadmap for designing donor experiences that maximize generosity and long-term commitment. The book bridges neuroscience, behavioral economics, and storytelling to reveal how the brain makes decisions about giving, and how fundraisers can create experiences that feel human rather than transactional.
Koshy, a fundraising and behavioral science expert, expressed humility and gratitude for the book's reception. 'Earning a spot on the USA Today bestseller list — nearly unheard of for a fundraising book — underscores a powerful truth: Our sector is eager for science-based insights that make generosity more meaningful and effective,' he said. 'Neurogiving is more than a book — it's becoming a movement reshaping how our field understands donors, designs experiences, and inspires generosity.'
The book offers illustrative examples and research-informed strategies for applying its principles in real-world fundraising contexts. It provides accessible descriptions of why people give and why they might give repeatedly, and explores the potential role for artificial intelligence and machine learning in donor engagement and personalization.
Koshy is a Certified Fund Raising Executive (CFRE) and Chartered Advisor in Philanthropy (CAP®). 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 about the book is available at NeurogivingBook.com and CherianKoshy.com.
The achievement highlights a broader trend: as nonprofits seek to increase donor engagement and retention, they are turning to science-backed approaches. The book's success suggests that fundraisers and nonprofit leaders are hungry for frameworks that connect science, strategy, and the human spirit.
