Responsive Lab Podcast EP 67: Using Neuroscience to Strengthen Donor Relationships with Cherian Koshy
Dec 2, 2025
Cherian Koshy, VP at Kindsight and author of NeuroGiving, dives deep into the psychology behind donor behaviors. He explains how giving reflects one’s identity and warns against common misconceptions in fundraising. Cherian illustrates the importance of simplifying the donation process, highlighting how friction can deter generosity. He emphasizes storytelling and personal connections over statistics, and discusses how AI can enhance donor engagement while maintaining ethical standards. For anyone involved in fundraising, his insights are a game changer!
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From Door-to-Door To AI Product
- Cherian started fundraising door-to-door and later built an AI product during COVID.
- His nonprofit OS product led to his role at Kindsight and inspired NeuroGiving research.
Giving Confirms Identity
- Donors give to confirm identity, not to assess affordability.
- Giving lights up reward, empathy, and identity brain networks that buying does not.
Alignment Beats Wealth Assumptions
- Nonprofits overvalue gimmicks and underestimate donors' identity motivations.
- Wealth on paper doesn't predict generosity; alignment with identity does.
