The nonprofit sector is saturated with advice on engaging with donors. Much of this advice is anecdotal and tough to generalize, based on the idiosyncratic experiences of a handful of philanthropy professionals. But what if you could mine the latest behavioral science, neuroscience, and psychology research, and apply their insights to your nonprofit? In Neurogiving: The Science of Donor Decision-Making, veteran nonprofit leader and innovative fundraiser Cherian Koshy delivers a from scratch guide to creating crystal-clear messaging that transforms prospective donors who are on the fence into active, enthusiastic donors. Koshy explains a revolutionary, evidence-based approach to fundraising that unpacks why donors move from considering a donation to actually donating. The book combines up-to-date insights from neuroscience, behavioral psychology, and proprietary research to generate a comprehensive roadmap for creating donor experiences that maximize generosity and long-term commitment. It contains illustrative examples and research-informed strategies for applying the book's principles in real-world fundraising contexts with high-value donors. It also explores the specific reasons that different kinds of people give and what can turn a one-time donor into a person who gives repeatedly. Neurogiving outlines promising new artificial intelligence and machine learning tools to help you in your donor engagement and personalization efforts.

You'll learn about new digital media strategies that can significantly improve the way you interact with donors and how they interact with your nonprofit or your cause. Perfect for nonprofit leaders, fundraisers, and philanthropy professionals responsible for increasing donor engagement and retention, Neurogiving is also a must-read for major gifts officers, development directors, and marketing team leaders interested in using behavioral science to refine their fundraising efforts.