Episode 146: Why People Really Give: Using Brain Science to Build Better Donor Relationships
Description
Why do people really give? It is not logic. It is not spreadsheets. It is not persuasion.
In this thought-provoking conversation, Tosha talks with fundraising strategist and neuroscience expert Cherian Koshy about the biology and behavior behind generosity.
Together they explore how the brain rewards giving, why relationships matter more than transactions, and how nonprofit leaders can create emotionally resonant donor experiences.
Cherian shares insights on donor identity, digital fatigue, donor retention, and how to ethically communicate urgency during uncertain times. This episode offers a practical and science-informed look at what motivates people to be generous.
Episode Timestamps:
00:00 – 02:00 Introduction and context for why neuroscience matters in fundraising.
02:00 – 09:30 How generosity shows up in the brain and why giving is a biological event.
09:30 – 17:30 Behavioral finance principles and why money decisions rarely follow logic.
17:30 – 23:00 A new understanding of donor fatigue and why emotional connection matters most.
23:00 – 29:30 Identity theory and how reinforcing donor values builds long-term relationships.
29:30 – 33:00 Digital fatigue and how to create messages that activate attention and memory.
33:00 – 41:30 Creating ethical urgency during uncertain times while maintaining trust.
41:30 – EndWhere listeners can find Cherian and final thoughts from Tosha.
Follow Cherian Koshy Online
🌐 Website: https://www.cheriankoshy.com
💼 LinkedIn: https://www.linkedin.com/in/cheriankoshy/
📘Book: https://neurogivingbook.com/
Follow Us Online🌐 Website: www.thecharitycfo.com📸 Instagram: @thecharitycfo📘 Facebook: /thecharitycfo💼 LinkedIn: / the-charity-cfo 🎵 TikTok: @thecharitycfo
Join our newsletter: https://go.thecharitycfo.com/l/995872/2025-02-24/6ldn1Download The Charity CFO Financial Blueprint: https://go.thecharitycfo.com/financial-blueprint
Check out these blogs next:
Nonprofit Communications: Navigating Donor Conversations
Resources Mentioned:
Book: Your Money Has Feelings by Shannon Ryan
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