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A sophisticated and deeply reflective conversation on the science behind donor decision-making. Drawing from neuroscience and behavioral research, Cherian Koshy reframes fundraising not as persuasion, but as understanding—an evolution that has profound implications for the business of nonprofits.

Cherian shares his own journey into fundraising, describing how early trial-and-error efforts led him to question a fundamental issue: why do donors give? That curiosity sparked a deeper exploration into human behavior, ultimately revealing that giving is not driven primarily by logic, but by emotion. As he explains, “We make the emotional decision… and then our brain says, how do I justify or rationalize that decision based upon proof.”

This insight challenges long-held assumptions in nonprofit strategy. Rather than focusing solely on rational appeals or comparative value, organizations must recognize that donors are already motivated by internal emotional drivers. The fundraiser’s role, Cherian emphasizes, is not to convince, but to facilitate: “Our job as fundraisers is actually to get out of their way… not to convince them to do something that they don’t want to do.”

The discussion also confronts ethical considerations, particularly as technology and AI reshape the sector. Cherian introduces a practical ethical framework: if a donor would feel uncomfortable knowing how their behavior is being influenced, the approach is likely inappropriate. Transparency, consent, and donor intent become essential guardrails.

Importantly, the conversation bridges theory with application. From simplifying donation processes to rethinking stewardship messaging, Cherian illustrates how neuroscience can strengthen donor relationships when used responsibly. His example of moving from transactional acknowledgments to emotionally resonant gratitude reveals a powerful truth: donors are not giving to organizations—they are expressing personal meaning.

As nonprofits face increasing pressure to perform, this episode offers a refined perspective on sustainable fundraising, inviting leaders to move beyond tactics and toward a more human-centered, ethically grounded approach that builds long-term trust and impact.

00:00:00 Opening and 1500th Episode Celebration
00:01:04 Introducing Cherian Koshy and Topic
00:02:50 Journey into Fundraising and Discovery
00:04:37 Why People Make Decisions
00:06:48 Ethics and Donor Intent
00:10:11 Emotional vs Logical Decision Making
00:17:30 Building Donor Connection Over Persuasion
00:20:03 AI Opportunities and Risks in Fundraising
00:23:43 Rethinking Donor Stewardship
00:26:13 Sector Adoption and Real-World Impact
00:28:42 Final Reflections and Key Takeaways

#TheNonprofitShow #FundraisingStrategy #DonorBehavior

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Our national co-hosts and amazing guests discuss management, money and missions of nonprofits!
12:30pm ET 11:30am CT 10:30am MT 9:30am PT

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Nonprofits can turn fundraising events into more efficient, donor-friendly, revenue-generating experiences that support long-term growth. Most events are full of potential, but this learning session makes it clear that the strongest galas are no longer built around chaos, long lines, and overworked staff.

In this energizing conversation, Justin Goodhew, Co-Founder and CEO of Trellis, makes the case that event success is not just about what happens in the ballroom. It starts before the event with better use of donor data, stronger integration with internal systems, and smarter choices about where staff time should go. He explains that many organizations stop doing galas not because events no longer matter, but because the process drains team capacity. By simplifying check-in, reducing friction, and using technology that connects with existing CRM and finance systems, nonprofits can free staff and volunteers to focus on donor relationships rather than administrative bottlenecks.

He also brings a strong business lens to revenue strategy. Instead of piling on low-yield activities that consume time, Justin encourages nonprofits to focus on the highest net return, such as paddle raises, major auction items, and thoughtfully designed upsell options. As he puts it, “We’re actually really a fundraising and a donor retention platform disguised as an event platform.” That perspective shifts the conversation from event logistics to donor value and lifetime engagement.

One of the key takeaways is Justin’s emphasis on what happens after the event. Fast follow-up, integrated donor data, and immediate action are what turn a one-night attendee into a future supporter. He also shares that strategic auction upsells can produce “about 6 to 7% increase in revenue” simply by giving donors another easy, mission-aligned way to give.

This session is a smart reminder that nonprofit events do not need to disappear. They need to evolve. With the right systems, intentional design, and a stronger focus on donor experience, galas can become more productive, more profitable, and far more sustainable for nonprofit teams!

00:00:00 Welcome
00:02:24 What Trellis.org Does for Nonprofit Events
00:04:29 Growing Event Revenue With Limited Staff
00:06:32 Faster Check-In and Better Donor Experience
00:12:40 Turning One-Night Guests Into Long-Term Donors
00:16:04 Modern Event Upselling That Increases Revenue
00:17:41 Why Paddle Raises Matter So Much
00:24:01 Why Tech-First Events Are Outperforming Traditional Models
00:26:23 Less Staff Strain More Mission Engagement
00:28:10 A New Mindset for Nonprofit Events

#TheNonprofitShow #NonprofitFundraising #EventStrategy

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Our national co-hosts and amazing guests discuss management, money and missions of nonprofits!
12:30pm ET 11:30am CT 10:30am MT 9:30am PT

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Second-home ownership may sound like a lifestyle topic, but this episode makes it clear that it is also a major nonprofit business opportunity. Jeffrey Glebocki, Founder and Lead Advisor of Strategy Plus Action Philanthropy, shares first-of-its-kind research on how second homeowners think, give, volunteer, and connect with causes in the communities where they spend part of the year. The scale alone is eye-opening. Jeff explains that there are about 6.5 million second homes in the United States, representing roughly 5% of the nation’s housing stock. Even more striking, half of those second homes are concentrated in just eight states: Florida, California, New York, Texas, Michigan, North Carolina, Arizona, and Pennsylvania. For nonprofits operating in these areas, this is not a niche audience. It is a significant and often underused segment of philanthropic opportunity!

Jeff explains that second-home owners bring substantial giving capacity. Their liquid available assets ranged from $250,000 to more than $100 million. More importantly, they are not simply passive residents. Many are interested in building relationships, finding meaning, and supporting local organizations once they feel connected to the place. That connection usually takes time. According to the research, donors often wait two to three years before making gifts in their second-home communities, but once engaged, they can become generous supporters, volunteers, and even board members.

One of the most exciting takeaways is that these donors are not looking for a hard sell. They respond to invitations from trusted people, easy entry points, and meaningful social experiences. Jeff puts it plainly: “If we don't know about you, if we don't hear about your group or your cause, we can't give to you.” That insight alone is a wake-up call for nonprofits that want to expand their visibility and strengthen local communications.

The lively conversation also reveals that donor values tend to remain steady across both primary and second-home communities. Yet donors often adapt their giving to local realities, whether that means environmental concerns, housing pressures, disaster response, or border issues. As one donor quoted in the research said, “Our money here has more impact, period.” That sense of direct, visible results can deepen trust and grow long-term support.

This is a smart, practical conversation about donor behavior, local engagement, and how nonprofits can better position themselves to welcome a high-capacity audience already living among them part of the year.

#TheNonprofitShow #Philanthropy #FundraisingStrategy

Find us Live daily on YouTube!

Find us Live daily on LinkedIn!

Find us Live daily on X: @Nonprofit_Show

Our national co-hosts and amazing guests discuss management, money and missions of nonprofits!
12:30pm ET 11:30am CT 10:30am MT 9:30am PT

Send us your ideas for Show Guests or Topics: HelpDesk@AmericanNonprofitAcademy.com
Visit us on the web:The Nonprofit Show