Cherian Koshy's book on how the brain makes decisions about giving and how nonprofits can maximize generosity also ranked #6 by Amazon in business and finance
WAUKEE, IA, December 12, 2025 /24-7PressRelease/ -- "Neurogiving: The Science of Donor Decision-Making," by Cherian Koshy, premiered 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.
"Neurogiving" bridges neuroscience, behavioral economics, and storytelling to reveal how the brain actually makes decisions about giving — and how fundraisers can design donor experiences that feel human, not transactional.
The USA Today list ranks the top 150 best-selling books across all genres (fiction, non-fiction, etc.) and formats (print, e-book, audio) nationwide. It is highly unusual and a significant achievement for a book focusing on nonprofits to make the list. Books focusing on specialized professional topics like nonprofits typically have a smaller target audience compared to mass-market fiction, self-help, or general business books.
Koshy, a fundraising and behavioral science expert, said: "I'm incredibly humbled by the generous support this book has received. It is the culmination of everything I've learned over two decades in fundraising, leadership, and behavior science.
"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."
"Neurogiving" integrates up-to-date insights from neuroscience, behavioral psychology, and proprietary research into a comprehensive roadmap for generating donor experiences that maximize generosity and long-term commitment. Readers will find:
• Illustrative examples and research-informed strategies for applying the book's principles in real-world fundraising contexts.
• Accessible descriptions of the reasons people give and why they might give repeatedly.
• The potential role for artificial intelligence and machine learning in donor engagement and personalization.
Perfect for nonprofit leaders, fundraisers, and philanthropy professionals seeking to increase donor engagement and retention, "Neurogiving" is also an invaluable resource for major gifts officers, development directors, marketers, fundraising consultants, and fundraising trainers.
About the Author: USA Today Bestselling Author Cherian Koshy is a leading expert on the neuroscience of generosity and the author of "Neurogiving: The Science of Donor Decision-Making" (Dec. 9, 2025, Wiley). A Certified Fund Raising Executive (CFRE) and Chartered Advisor in Philanthropy (CAP®), he helps mission-driven organizations harness behavioral science, neuroscience, and ethical AI to inspire authentic giving. As Treasurer of the Association of Fundraising Professionals Global Board and a member of The Giving Institute and Forbes Nonprofit Council, Koshy shapes the future of philanthropy through research, teaching, and practical frameworks that connect science, strategy, and the human spirit. Learn more at NeurogivingBook.com and CherianKoshy.com.
To request an interview with Cherian Koshy, contact:
Michelle Tennant Nicholson, M.A.
International Publicist | Chief Creative Officer
Wasabi Publicity, Inc.
828.749.3200 (office) | 828.817.4034 (cell/WhatsApp)
Michelle@WasabiPublicity.com
For more information visit cheriankoshy.onlinepresskit247.com
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