There’s testing. And then there’s brain impulse measuring.
This article from The Guardian reports that 10% of prime time TV ads have been developed using neuromarketing techniques … reading the brain’s reactions to creative stimulus in real time.
So, I’m wondering … who will be first in the nonprofit sector to don the EEG headset?
My predictions …
1. It will happen.
2. The first will be a major health-related charity (because they have the money to experiment) or maybe even more likely, a child sponsor agency (because they have the money and they already use direct response TV to prospect for high lifetime value donors).
3. If this tool is akin presently to the mainframe of the ’60s and ’70s, soon there will be the iPad version … with one in every development office!
Other predictions?
Tom
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I currently attend Clemson University and I am a Communication Studies major. I am currently doing some research on non profit fundraising and what makes people give. I have asked my department to purchase one of these for my research, which is about the messages people see and how persuasive they are. I think this device will not only revolutionize my research but also revolutionize non profit fundraising.