Reaching Donors: Neuro-Linguistic Programming Implications for Effective Charity Marketing Communications

Proponents of neuro-linguistic programming claim that individuals process the world through preferred sensory representation systems. In other words, we each internally represent the external world through our senses i.e. visual people ‘see’ the world, kinaesthetics ‘feel’ the world, and auditory people ‘hear the world’. Although there is some limited research into the field of neuro-linguistic programming, particularly that relating to sensory representation systems and marketing communications, this is the first empirical study to investigate the impact of neuro-linguistic programming on charity marketing communications. Our findings reveal that the choices individuals make when exposed to such communications are sensory-based. Although UK charities spend vast sums on main broadcast and press advertising, fragmented communications channels, high volumes of marketing communications clutter, and a growing tendency towards advertising avoidance means that much of this spend may be wasted as these messages may be filtered out by target market segments. Insights gained from this research may help charities to either ensure their messages reach each potential donor within current target segments, or by further segmenting potential donors by their preferred sensory representation systems, thereby being able to target any direct communications more effectively.