Using the Whole Whale - A Nonprofit Podcast Neurogiving: Science of Donor Decision-Making | Author Interview
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Jan 14, 2026 
Cherian Koshy, author and nonprofit leader melding fundraising with behavioral science. He explores how neurochemicals like dopamine, oxytocin, and serotonin shape generosity. Short takes cover storytelling that spreads, the helper's high and reinforcement, shaping donor identity, mirror-neuron power in live stories, stewardship that builds habits, and the ethical questions around AI in fundraising.
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Generosity Is A Biological Process
- Generosity and trust are biological processes driven by dopamine, serotonin, and oxytocin.
- Cherian Koshy explains trust grows through consistent reinforcement over time, enabling generosity when expectations are met.
Schedule Appeals When Brains Are Receptive
- Time appeals to when donors are more emotionally receptive, like evenings, to increase generosity.
- Use emotionally relevant storytelling and social connection to trigger dopamine and oxytocin at events.
Reinforce The Helper's High Immediately
- Reinforce the helper's high to build donor retention and habit formation.
- Send timely feedback and intentional stewardship so donors get the warm-glow reward and repeat their giving.
