The Neurogiving: The Science of Donor Decision-Making by Cherian Koshy

In this episode of the Whole Whale Podcast, host George interviews Cherian Koshy, the author of the bestselling book 'Neurogiving: The Science of Donor Decision-Making'. The discussion delves into the role of neurochemicals like dopamine, serotonin, and oxytocin in promoting generosity and trust in fundraising. Koshy shares insights on how understanding these neurochemical triggers can create more effective donor engagement strategies. The episode also addresses the limitations of current giving measurements and the importance of aligning donor reinforcement techniques with scientific principles for habit formation and long-term loyalty. Additionally, Koshy offers practical advice on storytelling, intentional donor communication, and the impact of new technologies like AI on nonprofit fundraising.

00:00 The Dopamine Generosity Connection

00:32 Introducing Cherian Koshy and His Book

02:22 The Science Behind Generosity

03:01 Creating the Book: A Journey Through Research

12:59 Understanding the Helper's High

16:38 The Decline in Giving: A Complex Issue

23:25 Leveraging Generosity in Communication

24:50 The Power of Cognitive Dissonance

26:42 Storytelling for Nonprofits

31:52 The Impact of Mirror Neurons

35:08 Challenges and Opportunities in Fundraising

42:27 Rapid Fire Questions and Insights