Fundraising Book 'Neurogiving' Achieves USA Today Bestseller Status, Signaling Shift in Philanthropy Field

The book 'Neurogiving: The Science of Donor Decision-Making' by Cherian Koshy has achieved USA Today Bestseller status, premiering at #132 on the national list and ranking #6 on Amazon's business and finance books list. This accomplishment is particularly significant because books focusing on specialized professional topics like nonprofits rarely appear on the USA Today list, which ranks the top 150 best-selling books across all genres and formats nationwide. The list typically features mass-market fiction, self-help, or general business books rather than specialized professional works with smaller target audiences.

Koshy, a fundraising and behavioral science expert, expressed that earning a spot on the USA Today bestseller list is nearly unheard of for a fundraising book and underscores a powerful truth about the nonprofit sector's eagerness for science-based insights. He described the book as becoming a movement reshaping how the field understands donors, designs experiences, and inspires generosity. The book bridges neuroscience, behavioral economics, and storytelling to reveal how the brain makes decisions about giving and how fundraisers can design donor experiences that feel human rather than transactional.

'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. The book includes illustrative examples and research-informed strategies for applying its principles in real-world fundraising contexts, accessible descriptions of why people give and why they might give repeatedly, and explores the potential role of artificial intelligence and machine learning in donor engagement and personalization. For more information about the book, readers can visit https://NeurogivingBook.com.

This bestseller achievement indicates a growing recognition within the philanthropy field that science-based approaches can make generosity more meaningful and effective. The book serves as a resource for nonprofit leaders, fundraisers, philanthropy professionals, major gifts officers, development directors, marketers, fundraising consultants, and fundraising trainers seeking to increase donor engagement and retention. The success of 'Neurogiving' on national bestseller lists suggests that the integration of behavioral science and neuroscience into fundraising practices is gaining mainstream attention and acceptance within the broader professional community.