Earn & Invest 700. Neurogiving w/ Cherian Koshy
Jan 19, 2026
Cherian Koshy, a globally recognized expert in generosity and decision-making, shares insights into neurogiving and its impact on charitable causes. He explains the 'helper's high' and how generosity benefits both giver and receiver. The conversation explores the psychology behind why people give, the importance of storytelling in fundraising, and the ethical boundaries of persuasion. Cherian also discusses strategies for building trust with donors, emphasizing the power of engaging narratives to transform customers into passionate supporters.
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Neurogiving Defines Why People Give
- Neurogiving names how neuroscience explains why people give time and money to causes they care about.
- Cherian Koshy created the term to move fundraising from intuition to science.
Find People Who Already Care
- Don't assume everyone cares about your cause; identify who already tells the story you serve.
- Target people whose identity aligns with your mission instead of persuading everyone.
Story Matching Creates Neural Coupling
- When a charity's story matches a donor's personal narrative, identities fuse and buy-in follows.
- Cherian calls this neural coupling where people share and live the same story.
