What really happens inside a donor’s mind when they choose to give? In this episode of The Responsive Lab, Virtuous co-hosts Carly Berna and Scott Holthaus sit down with Cherian Koshy, VP at Kindsight and author of NeuroGiving: The Science of Donor Decision Making.
Cherian unpacks why giving is rooted in identity, how friction quietly slows generous brains down, and what fundraisers can do to design clearer, more intuitive donor experiences. You will hear why one vivid human story matters more than statistics, what assumptions often lead teams astray, and how technology and AI help fundraisers respond with greater empathy at scale.
Links from the episode:
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