In this episode of The Beacon Podcast, Cherian Koshy, vice president at Kindsight and author of Neurogiving, joins host Jeff Jowdy to explore what science reveals about generosity.

The insight is clear. Giving is not driven by persuasion but by identity. When leaders align their message with how donors see themselves, trust strengthens and generosity follows. This has direct implications for donor engagement, major campaigns and nonprofit leadership. A timely reminder that effective fundraising starts with understanding, not tactics.