Recorded on: December 11, 2025
Fundraising success is all about alignment. In his soon to be released book Neurogiving: The Science of Donor Decision-Making, Cherian Koshy highlights how buying and giving light up completely different parts of the brain.
So donor motivation isn’t about “Do I want this?” but rather “Does this reflect who I am?” This workshop explores how to connect your cause to your donor’s identity, empathy, and values.
This workshop will teach you to:
- Speak to the “Identity Circuit”: Use data insights (like affinities and past giving) to build stories that resonate with your donor’s “self-concept” —making generosity feel like a natural affirmation of who they are.
- Balance Emotion and Justification: Master the art of balancing emotional triggers (which spark the desire to give) with rational confidence in impact (which gives the brain permission to act).
- Use Immediacy as a Tool: Understand the “fresh start effect” and how to collapse the space between a donor’s emotional spark and their action, ensuring their good intentions don’t become missed opportunities.
Leave with neuroscience-backed talk tracks and strategies to frame conversations that connect with the part of the brain where generosity actually lives.
Who is this for: Frontline Fundraisers, Major Gift Officers, and Annual Giving teams.
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