The series of seven molecular compounds composed of D-pi-A chromophores and triphenylmethyl auxiliary groups were characterized by UV-Vis spectroscopy, differential scanning calorimetry and quantum chemical calculations. Nonlinear optical (NLO) properties of compounds were determined by second harmonic generation measurements in corona poled thin glassy films. The results show that triphenylmethyl auxiliary groups are effective at shielding undesirable dipole interactions in solid phase thus increasing NLO efficiency of materials. Thermal stability up to 108 degrees C was achieved for a polar order in poled samples. (C) 2015 Elsevier B.V. All rights reserved.