Impact of NLP in donor communications to be revealed at Convention
Howard Lake | 30 June 2007 | News
The results of research on the impact of neuro-linguistic programming (NLP) on charity marketing communications will be revealed on the second day fo the National Fundraising Convention next week.
Suzanne Mainwaring, winner of the Institute of Fundraising/Professional Fundraising magazine Professional Fundraiser of the Year award 2003, and Heather Skinner, senior lecturer in marketing at the University of Glamorgan, will be revealing the results of “the first research study to be conducted into the impact of NLP on charity marketing communications”.
The research looked at how charities can overcome the difficulties of communicating their messages in a crowded market-place, competing alongside all other marketing communications that bombard the potential donor on a daily basis.
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Proponents of neuro-linguistic programming (NLP) suggest individuals process information in various ways and filter out some of this information in order to make sense of the world. One of the filters is our preference to represent the external world through one main internal sense, or “a preferred sensory representational system”. For example, what they define as visual people ‘see’ the world, kinaesthetics ‘feel’ the world and auditory people ‘hear the world’.
The research looks at whether it is possible for fundraisers to utilise this approach and target their communications using language, verbal or non-verbal, that mirrors individuals’ own representational system.
The session will take place on 10 July at 11.15 at the National Fundraising Convention in London.
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.