Expert View: Direct marketing - Engaging donors is all in the mind

By Chris Arnold, Third Sector, 20 August 2008

The popularity of neuro-linguistic programming, or NLP, has grown rapidly over the past decade. Born out of psychological studies in the early 70s, it provides a set of techniques for enhancing communication and personal influence as well as behavioural and emotional change. Entertainers Derren Brown and Paul McKenna use it, and in business it's used to develop sales techniques.

It's a controversial area, full of debate and adaptations, but it has a massive, loyal following. I first came across it five years ago through a friend. With the help of a management consultancy, I adapted the method to create a marketing technique called 'AardVarK'. Since then, we've used it...