Neurogiving

A comprehensive discussion of the latest advances in fundraising strategy and donor decision-making.

In Neurogiving: The Science of Donor Decision-Making, fundraising and behavioural science expert Cherian Koshy delivers a point-by-point guide to creating crystal-clear messaging that transforms prospective donors into active donors. The author demonstrates a revolutionary, science-backed approach to fundraising that unpacks why donors move from considering a donation to actually donating.

Neurogiving integrates up-to-date insights from neuroscience, behavioural psychology, and proprietary research to generate a comprehensive roadmap for generating donor experiences that maximise generosity and long-term commitment.

Readers will also 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 personalisation.

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.