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

·58 min·5 clips

When you tell a compelling story, your listener's brain and heartbeat sync with yours, creating a biological bond.

This premium episode features an interview with fundraising expert Cherian Koshy about his new book, "Neurogiving: The Science of Donor Decision-Making." Koshy draws on nearly three decades of experience and a global leadership role with the Association of Fundraising Professionals. The book debuted on the USA Today bestseller list, a rare achievement for a nonprofit-focused instructional book. Koshy compiled over 220 peer-reviewed studies to explain the neuroscience behind donor behavior, moving beyond anecdotal "best practices." Research using brain imaging shows that charitable giving activates specific reward circuitry in the brain, making generosity a biologically rewarding act. One study found that when people hear a compelling story, their brainwaves and heartbeats can synchronize with the storyteller's. The book argues that the human brain processes rich, individual narratives far more effectively than raw data or statistics. A key chapter explores how trust is built through consistent, predictable actions that release neurochemicals like oxytocin, while uncertainty can trigger cortisol. Koshy explains that repeated positive interactions can chemically rewire a donor's brain, shifting their relationship with an organization from transactional to a core part of their identity. Research indicates that asking people to think about donating their time makes them more emotional and relational, whereas thinking about money engages more analytical networks. He describes the donor's brain as an "energy hoarder" that uses shortcuts, especially during crises, and warns that constant alarm leads to compassion fatigue, not donor fatigue. Effective digital fundraising must account for the "mental friction" of complex processes and the dopamine-driven feedback loops of social media platforms. A surprising insight is that seeing peers give, even in small amounts, significantly influences an individual's own likelihood of donating. Koshy emphasizes that the goal is not to manipulate donors but to help them become "the best version of themselves" through their giving. The conversation is highly educational and practical, translating complex neuroscience into actionable fundraising principles. The tone is conversational and enthusiastic, with the host and guest exchanging analogies, like comparing unintentional fundraising to driving a car without knowing how the engine works. Nonprofit leaders, board members, and development or marketing professionals seeking a science-backed framework for donor engagement would find immense value in this episode. Listeners looking for quick tactical tips without the underlying theory or those skeptical of applying neuroscience to philanthropy might choose to skip it.

As heard by us

A practical look at how trust, identity, and donor loyalty grow through repeated human contact.

Cherian Koshy makes donor trust and long-term giving feel practical, not abstract, tying them to consistency, empathy, and the kind of repeated contact that slowly builds confidence.

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Why you'd press play

You want donor psychology you can use without wading through jargon.

Read the full recommendation in PlayNext →

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