Why Study Donor Decision‑Making?

Donors make decisions regarding generosity faster than you may think. It’s crucial that fundraisers understand how much those split-second decisions matter. This episode delves into the hidden psychology behind giving, the impact of choosing the right words, the signs that shut conversations down, and subtle mistakes even the skilled professionals make. 

Grab a copy of Cherian's book: http://amazon.com/Neurogiving-Science-Decision-Making-Cherian-Koshy/dp/1394370458

Grab your special listener bonus: https://drive.google.com/file/d/1yKTTzY5da6SJ-4YfhcnnFRatDAz9MVrT/view?usp=sharing 

Meet Cherian Koshy, a globally recognized expert in the science of generosity, decision-making, and leadership. He brings nearly three decades of fundraising experience molded by curiosity, frustration, and unrelenting drive to understand why donors do what they do. His new book, ‘Neurogiving,’ is the outcome of years of research and real-world testing, offering a comprehensive resource for fundraisers to understand the generosity that already lives inside every donor. 

In this episode, you will be able to:

• Understand how donors make split-second decisions shaped by neuroscience and language.

• Discover the hidden barriers fundraisers create without realizing it.

• Learn the importance of choosing the right words in donor conversations.

• Figure out why urgency often backfires and what actually motivates giving.

• Learn how to make donor conversations into moments of clarity and trust.

Get all the resources from today’s episode here. 

Support for this show is brought to you by Practivated. Practivated delivers AI-powered donor conversation simulations that let fundraisers practice in a private, judgment‑free space—building confidence, refining messaging, and improving outcomes before the real conversation even begins. Developed by fundraising experts with real‑time coaching at its core, it’s the smart way to walk into every donor interaction calm, prepared, and ready to connect. Learn more at practivated.com

Connect with me: 

Instagram: https://www.instagram.com/_malloryerickson/

Facebook: https://www.facebook.com/whatthefundraising

YouTube: https://www.youtube.com/@malloryerickson7946

LinkedIn: https://www.linkedin.com/mallory-erickson-bressler/

Website: malloryerickson.com/podcast

Loved this episode? Leave us a review and rating here: https://podcasts.apple.com/us/podcast/what-the-fundraising/id1575421652

If you haven’t already, please visit our new What the Fundraising community forum. Check it out and join the conversation at this link.

If you’re looking to raise more from the right funders, then you’ll want to check out my Power Partners Formula, a step-by-step approach to identifying the optimal partners for your organization. This free masterclass offers a great starting point.