What Fundraisers Know About Human Behavior That Most Leaders Don't | The Science of Generosity

Behavioral scientist, fundraising strategist, and author of Neurogiving, Cherian Koshy, joins Howie Chan in this episode where they dive deep into how to influence people to give—and what behavioral science teaches us about generosity, identity, and contribution.
Drawing from behavioral science, neuroscience, and decades of fundraising experience, Cherian reveals that generosity is hardwired into human behavior and may be the fastest path to trust, loyalty, and lasting behavior change.
Together, they explore why people give, how identity shapes decision-making, and why organizations often fail when they try to convince people to give. You'll learn how nonprofits, businesses, leaders, and entrepreneurs can stop pushing and start creating environments where people naturally want to contribute.
Whether you're building a brand, leading a team, raising funds, or simply trying to influence more effectively, this conversation offers a powerful reframe: influence begins when people feel seen in their highest and best form.

Episode Breakdown:
00:00:00 From State Debate Champion to Influence Expert
00:08:24 Humans Are Hardwired for Generosity
00:14:50 The Biggest Fundraising Mistake Organizations Make
00:23:11 How Generosity Builds Better Businesses and Teams
00:29:38 Decision Architecture and the Emotions Surrounding Decision Making
00:34:18 Consumer Giving vs. Corporate Giving
00:42:18 The Neuroscience Behind the Joy of Giving
00:44:45 Donor Retention and Why Most Organizations Get It Wrong
00:55:00 Neuro-Linguistic Programming, Language and Ethical Influence
01:00:46 Be Generous First

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Episode Resources:
Check out the conversations mentioned in this episode at howiechan.com/podcast:
• TEDx Former Executive Producer Reveals: Most Ideas Fall Flat, Make Yours Irresistible with The Red Thread Framework with Tamsen Webster (episode 67) (howiechan.com/podcast/tamsenwebster)
• 400+ Behavioral Science Theories Decoded: an ABC Guide to Supercharge Your Marketing with Tom Bowden-Green and Luan Wise (episode 66) (howiechan.com/podcast/tomandluan)
• Godfather of Influence: The Persuasion Principle that Resulted in a $700,000 Gift & The "Bible of Online Marketing" with Robert Cialdini (episode 50) (howiechan.com/podcast/robertcialdini)

From Our Guest:
Website (cheriankoshy.com)
LinkedIn (linkedin.com/in/cheriankoshy)
Instagram (instagram.com/cheriangkoshy)
Facebook (facebook.com/cheriankoshy)
Neurogiving by Cherian Koshy (neurogivingbook.com)
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Produced by Ideablossoms (ideablossoms.com)