Is Your Marketing Too Fake to Be Real?

Marketing gets a bad rap. 

Sometimes, it deserves it.  Marketing can be pushy, so much so that you don't even want to know about the product.  Kinda like that cousin at the family reunion who’s always pitching his latest MLM. 🙄 

But here's the thing: marketing works.

Billions are spent annually to determine why, when, and how, but statistically, good marketing drives results. 📈

Yet, many small business owners and NPO execs are left with a nagging feeling:

Are we just playing psychological tricks on people? Are we embellishing stories to the point that they sound so fictional they could be, well, fictional? 🎬

Let's see if we can discover a better way to do things.

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"Classic" marketing

Old-school marketing often feels fake because it leans heavily on crafted personas, exaggerated messaging, and tactics designed to trigger emotional responses. 

For businesses, this may backfire.
For NPOs, it WILL backfire.

Because your audience isn’t buying a product—they’re investing in a mission. And you can't fake that.

"Fake-feeling" marketing uses overly emotional appeals that feel manipulative, slogans that sound amazing but lack substance, and stories that seem too polished to be real. 

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"Authentic" Marketing

Authenticity isn’t just a buzzword; it’s a strategy that works. “Authentic marketing” has become its own sub-section of the marketing world, with advisers, copywriters, and graphic artists only working with brands that want to be “real.” 

(Note to self—and to you: I’m one of those 😉)

Studies show (and common sense would dictate) that people are more likely to trust and support brands they perceive as genuine.

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Some key elements of authentic marketing for nonprofits:

- Transparency: Share real stories—successes and struggles alike. Nobody expects perfection. 

- Mission Alignment: Ensure every piece of content reflects your organization’s core values. 

- Clarity over Cleverness: Avoid jargon and overly “clever” messaging. Communicate simply and directly. 

- A Picture: Nothing to do with writing, but a picture of yourself is a good idea.  Seeing the person speaking to you breeds trustworthiness.

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– > Check out this case study about the “Charity: Water” organization. They transformed donor engagement by sharing every detail of their projects, including failures. This transparency earned them unparalleled reliability. < –How Trust Works:Marketing isn’t inherently manipulative—it’s about understanding people's thoughts and feelings. The trick is to use psychology to connect, not to coerce.

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Some psychological principles to use ethically:

- Reciprocity: People love to give back. Show gratitude authentically.

- Social Proof: Share testimonials and impact metrics, but make them real and relatable.

- Storytelling: Humans are wired for stories. Share narratives that are truthful and inspiring.  Don’t write about you; write about the people you serve.

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“But won’t authenticity hurt our fundraising?”

‍Not at all. When donors feel they’re part of something real, they’re more likely to stick around for the long haul.

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‍“But doesn’t polished marketing perform better?”

‍Not necessarily. There’s a difference between polished and fake. You can look professional while staying true to your values.

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‍Authenticity isn’t just good ethics—it’s good business. For nonprofits, it’s the key to building trust, loyalty, and lasting relationships with your supporters.

‍Here’s your challenge: Go back to your next campaign draft and ask, "Is this real?" If the answer is no, start over. Your mission—and your audience—deserve nothing less.Need help rethinking your marketing? Let’s chat. Hit reply, and let’s brainstorm ways to make your next campaign more authentic—and more effective.

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‍That’s all for now!

Danny 😊