Cherian Koshy's upcoming book 'Neurogiving: The Science of Donor Decision-Making' has already reached #11 on Amazon's list of bestsellers in business and finance, nearly a month before its official release on December 9, 2025, through Wiley. The book's early success, driven by presales, reflects anticipation for its integration of neuroscience, behavioral economics, and storytelling to explain how donors make decisions.
Koshy, a Certified Fund Raising Executive (CFRE) and Chartered Advisor in Philanthropy (CAP®), draws on two decades of experience in fundraising and behavioral science. He emphasizes that the book provides a science-backed approach to designing donor experiences that feel human rather than transactional. 'I'm incredibly grateful for the generous support this book has received,' Koshy said in a statement. 'It is the culmination of everything I've learned over two decades in fundraising, leadership, and behavior science.'
The book offers a comprehensive roadmap for nonprofit leaders, fundraisers, and philanthropy professionals seeking to increase donor engagement and retention. It includes illustrative examples, research-informed strategies, and accessible explanations of why people give and how to encourage repeated giving. Additionally, 'Neurogiving' explores the potential role of artificial intelligence and machine learning in donor engagement and personalization, making it relevant for those looking to leverage technology in their fundraising efforts.
According to the publisher, the book delivers a point-by-point guide to creating clear messaging that transforms prospective donors into active donors. It targets major gifts officers, development directors, marketers, fundraising consultants, and trainers. Readers who pre-order the book can access exclusive bonuses valued at $429 at neurogivingbook.com.
Koshy also invites the public to join him for a LinkedIn Live event on December 2, 2025, at 1:30 p.m., which coincides with Giving Tuesday, to discuss the science of generosity. The book's early ranking underscores a growing interest in applying behavioral science to philanthropy, a field where understanding donor psychology can lead to more effective and ethical fundraising practices.
