Description
A comprehensive discussion of the latest advances in fundraising strategy and donor decision-making
In Neurogiving: The Science of Donor Decision-Making, fundraising and behavioral 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, behavioral psychology, and proprietary research to generate a comprehensive roadmap for generating donor experiences that maximize 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 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.
Table of Contents
Introduction 1
1 Foundations of Neurogiving 7
2 The Psychology of Donor Decision-Making 21
3 The Science of Storytelling and Emotional Engagement 49
4 Identity, Trust, and Long-Term Giving 75
5 Time Versus Money: The Neuroscience of Different Forms of Giving 93
6 Crisis and Emergency Fundraising Neuroscience 115
7 Neuroscience and Behavior in Digital Fundraising 151
8 Ethical Issues in Neurogiving 179
9 The Future of Neurogiving 199
References 219
Acknowledgments 233
About the Author 237
Index 239
