At Sonder & Tell, we know that emotive language is key to communicating persuasively. It makes stories stick and inspires readers to take action. And it’s the kind of language that reigns supreme in the non-profit sector. Because tugging on the heartstrings is the best way to spur support and spread the word, right?

Not so. It’s a question we’ve been exploring within our team at Sonder & Tell, as we’re building out actionable tone of voice documents for NGOs. The reality is that overly emotive marketing, and more specifically ‘sadvertising’ – a term relating to advertising that conjures feelings of sadness to rouse public support – isn’t as effective as it used to be.

To compel people to take action through this marketing tactic is a dangerous game to play, especially when it comes to nonprofits. Not just because overexposure to negative emotion comes with the risk of desensitising or overwhelming the reader, but also because there’s a danger of sensationalising suffering, where those who the charity exists to serve are patronised, victimised or dehumanised. And in turn, those who support the charity are positioned as saviours – which opens up another host of problems. 

We’re not saying getting emotional is bad. All good stories leverage emotive language. But it’s important to take caution and assess if the feelings you’re evoking make sense for your organisation and your audience. An alternative to getting hung up on stirring emotions is to instead focus on a verb that represents the action you want your audience to take or feel long term. Like rallying. Or empowering. Or advocating. Because sad might sell temporarily, but real support comes from a less reactionary place.