WHY 'SALESY' DOESN’T WORK FOR SOCIAL IMPACT BRANDS (AND WHAT TO DO INSTEAD)

No one likes to be sold to. It’s like that friend who insists, “You need this dress! It’s a steal!” while you’re just trying to enjoy a casual cup of tea. Similarly, when social impact brands come at their audience with ‘salesy’ copy, it’s like offering a dress to someone who has no interest in shopping for one – it comes off as pushy.

But don’t worry, it’s not the end of the world. There’s a better way to engage your audience, build trust, and (yes) get more support for your cause without turning into a used car salesman. Let’s check out some ways to do that.

The problem with ‘salesy’ copy in social impact marketing

You’re scrolling through your emails, minding your own business, when BAM! An email shouts at you with “LIMITED TIME OFFER!!! ACT NOW!!! DON’T MISS OUT!!!”

And you immediately hit delete. Why? Although using 'scarcity and urgency tactics does have its place, it's important to be mindful of your target audience and your goal; not everyone wants to feel like they’re being sold to. When social impact brands go down this “hard sell” route, they risk alienating their audience instead of building relationships.

1. It makes you sound like a dodgy commercial

“Are you tired of feeling disconnected from your community? Do you feel like your support for global causes isn’t making an impact? Well, have we got a deal for you!”

Yeah, no one wants that. When you use ‘salesy’ language, you risk sounding like an over-enthusiastic TV salesperson trying to sell you a vacuum cleaner at 3 a.m. People can tell when they’re being pressured into a decision, and with a social impact brand, that’s not the message you want to send.

2. It feels like a transaction – not a relationship

Think about the last time you were approached with a “Hey, I have something you really need” kind of vibe. It’s off-putting, right? With social impact brands, you need to build relationships. It’s not about getting something from your audience; it’s about working together towards a common goal. People want to feel like they’re a part of something, not just a donor.

How to avoid ‘salesy’ copy in social impact marketing

Now that we’ve agreed that ‘salesy’ is out, let’s talk about how to do it right. Here’s how to connect with your audience in a way that feels human (and actually works).

1. tell a story (and make it good)

People love a good story, especially when it tugs at the heartstrings – just ask Netflix. Share the real stories of individuals whose lives have been changed by your work. Maybe it’s a family that got clean water, or a community that benefited from your education programme. Whatever it is, make it real and personal.

Here’s an example that doesn’t sound like a hard sell:

"A £50 donation helped Sarah, a single mother of two, access life-saving medical treatment. Her children are now thriving, and Sarah says she can finally breathe again. And guess what? You can do the same for another family today."

Now, isn’t that a story you’d want to be a part of?

2. Focus on value – not just the ask

Let’s say you’re walking through a market, and someone keeps shouting at you: “Buy this! You need this!” You’d probably just walk on by. But if they casually mention, “By the way, this soap helps with dry skin,” and you’re thinking, “Hey, my skin is dry,” you’re more likely to take a closer look.

The same goes for social impact brands. Instead of shouting, “Donate now or the world will end!” focus on the value your audience is contributing. What’s in it for them? (Spoiler: They get to feel amazing for helping out!)

For example: “Join us in providing education to kids who need it most. Together, we’ll make sure no child is left behind.”

3. Be transparent (no magic tricks)

The thing about social impact brands is that we’re all about trust. So if you’re asking for donations or support, don’t make people guess where their money is going. It’s like buying a mystery box: "What’s inside? A puppy? A pile of socks?" No one knows, and no one’s interested in taking that gamble.

Instead, show exactly where the money goes and how it makes a difference. It’s like this:

"With every £10 donation, we’re able to provide a month’s worth of food for a family in need. Your generosity could be the reason someone has a meal today."

See the difference? It’s clear, honest, and just feels better.

4. Write like you talk (but, like, professionally)

Writing with a conversational tone doesn’t mean you have to throw in emojis and slang (unless that’s part of your brand, in which case, go for it). What it does mean is writing like you’re talking to a friend. No one wants to read a dry, boring essay, especially when it’s about something as important as social change.

Instead of sounding formal and stiff, aim for a tone that’s welcoming, friendly, and human. Imagine you’re writing to someone who shares your values and your passion — it’ll make your message so much more engaging.

Why this approach works

People trust people. That’s why social impact brands that use authentic, values-driven language build stronger connections with their audiences. When you make people feel like they’re part of the journey (and not just there to make a donation), they’re more likely to engage, spread the word, and continue supporting your cause.

And here’s the bonus: This kind of approach leads to long-term relationships, not just one-time donations. So when you focus on storytelling, transparency, and values, you’ll get more than just a quick win — you’ll build a community of passionate advocates.

Purpose-driven example: moving beyond ‘salesy’ copy

Take the example of a charity focused on providing clean water to communities in Africa. Their old copy was all about “Help now, or these people will suffer!” But the response? Meh. When they shifted their focus to showing the impact of each donation, including real stories and transparent breakdowns of how funds were used, they saw an increase in donations by 50%. People didn’t just want to donate; they wanted to be part of a solution.

Remember, ‘salesy’ copy is so last season. If you want your social impact brand to thrive, focus on building relationships, telling meaningful stories, and offering real value. Be authentic, be transparent, and show the heart of your mission — it’s the best way to attract loyal supporters who truly believe in what you’re doing.

Want to craft copy that connects, engages, and leaves your audience feeling inspired? Schedule a free 30-minute call and let’s tell your brand’s story in the most authentic way possible.

max@maxineknightwrites.com