#153 The Neuroscience of Philanthropy, with Cherian Koshy

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Mar 11, 2026

Cherian Koshy, a fundraising and behavioral science expert who studies the neuroscience of generosity. He explains why generosity is hardwired, how beliefs and identity shape giving, and why small asks and low-friction donation flows grow donors. He also explores AI that strengthens donor memory, the generosity gap, and how science clarifies effective fundraising strategies.

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ANECDOTE

How They Broke A Guinness Texting Record

Cherian describes breaking a Guinness World Record for most simultaneous text messages as a planned promotional stunt with Guinness present.
He recounts partnering with a sponsor (Sprint) and keeping meticulous proof so Guinness certified the record.

INSIGHT

Generosity Is A Hardwired Prior

Generosity is a built-in prior the brain carries, not something to manufacture from scratch.
Cherian Koshy cites studies showing babies naturally give, illustrating generosity is an early, hardwired social prior.

INSIGHT

Fundraising Works Through Belief Updating

Fundraising succeeds by updating existing beliefs, not by persuading people to care more.
Cherian argues each interaction is evidence that either reinforces or contradicts trust and identity priors.

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Takeaways:

Q: Is generosity a natural human trait?
A: Yes, generosity is hardwired in our brains and is essential for social interaction.

Q: Why do people say they care about causes but not act on it?
A: There is often a disconnect between stated care for causes and actual action. Understanding the conditions under which generosity aligns with a person's identity is crucial for bridging this gap.

Q: How should fundraising efforts be approached?
A: Fundraising should primarily focus on belief updating rather than mere persuasion.

Q: What are the benefits of being generous?
A: Generosity has significant mental and physical health benefits, as the brain's reward systems activate when we give, making us feel good.

Q: How do our beliefs relate to our actions?
A: Our beliefs about ourselves strongly influence our actions and decisions, including our decision to be generous.

Q: Can generosity impact a community?
A: Yes, generosity can be a powerful tool for improving community dynamics.

Q: How can technology like AI assist institutions with donors?
A: AI could help institutions remember donors better, improving the donor-institution relationship.

Chapters:

00:00 What's the role of Behavioral Science inPhilanthropy
19:57 What is The Neuroscience of Generosity?
24:40 How can we best understand Donor Decision-Making?
32:14 How can we achieve reframe Beliefs and Actions?
35:39 What is the role of Identity in Habit Formation?
38:06 What is the Generosity Gap in Philanthropy?
45:06 How can we reduce Friction in Donation Processes?
48:27 What is the role of AI and Trust in Nonprofits?
52:11 How can we build Predictive Models for Donor Behavior?
55:41 What is the role of Empathy in Sales and Stakeholder Engagement?
01:00:46 How can we best align ideas with Stakeholder Beliefs?
01:02:06 How can we explore Generosity and Memory?

Thank you to my Patrons for making this episode possible!

Links from the show:

Come meet Alex at the Field of Play Conference in Manchester, UK, March 27, 2026! https://www.fieldofplay.co.uk/
Bayesian workflow agent skill
Neurogiving, The Science of Donor Decision-Making
Cherian's website
Cherian's press kit
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