NEUROGIVING

Koshy presents a science-based analysis of charitable giving.

Customers typically ask similar questions before purchasing: “Will I enjoy [this product]?”; “Does [it] reflect my values?”; and “Do I trust [the] organization?” As Koshy—a speaker, strategist, and entrepreneur with decades of experience in behavioral science—points out, these and similar queries also come up in fundraising. “Giving is not a transaction,” he writes in his nonfiction debut. “Donors invest in their identity, aligning their actions with their values and beliefs.” Here’s where the concept of “neurogiving” comes in, by using neuroscience to bridge the gap between an intuitive notion of generosity and a scientific understanding of how giving works. Per the author, by studying the intricacies of neurogiving, nonprofits can learn to get out of the way of the generous impulses of potential donors: “Remember that neurogiving recognizes that the donor is a generous person, not that the fundraiser is a persuading person.” The author discusses the psychology behind fundraising, both for donors and fundraisers, often highlighting the fundamental role of personal narrative. “Science is confirming what fundraisers know already,” the author observes; “a powerful story can align minds and hearts, building empathy and trust at a biological level.” Koshy maintains that this kind of alignment is crucial because it reinforces donors’ concept of self, most clearly understood through the lens of neuroscience. Koshy is careful to lay out the ethical principles necessary to guide fundraisers to use this scientific knowledge responsibly. “If you plan to use any technique, from eye-tracking to AI, get informed consent from participants,” he writes. “Always leave donors room to opt out or say no.” Some readers may find all this talk of the precise biology behind how the donor mind works a bit on the clinical side, but Koshy’s emphasis on the underlying empathy of the process saves the book from feeling like a manual for manipulation.

A persuasive, intensely detailed look at the psychology of fundraising.