What 15 Years in Purpose-Led Marketing Taught Us: The Good and The Bad
After 15+ years working with some of Australia’s biggest not-for-profits, we’ve seen it all – the good, the bad, and the facepalms moments.
Here’s what we’ve learned (and what too many agencies still get wrong).
Impact ≠ Pity
You’ve seen the formula: gentle instrumental music, black and white footage, and a voiceover about “helping to end their suffering.”
If your campaign leans on sad eyes and – dare we say it – inspiration or poverty porn, we need to chat.
Emotional storytelling has power. But here’s the thing: you can show need and drive support without resorting to pity or patronising narratives.
Real impact means telling stories with dignity, consent, and nuance. Strength and need should sit side by side. Because people aren’t props for your brand. They’re the heart of it.
Lived Experience Beats Polished Scripts
Some of the most powerful campaigns we’ve worked on were raw, imperfect, and real.
When people with lived experience are at the centre of your content and even shaping the story, the impact is undeniable.
Forget the polish. Give people the mic, not a script. That’s where the real connection lives.
Internal Buy-in Can Make or Break
If your team doesn’t get it, believe it, or live it – no one else will.
The best brand we’ve worked with, it all starts inside – with co-creation, clear onboarding, leadership backing, and slick and clear internal comms.
Great branding should show up everywhere. Every email, every interaction, every staff conversation. If the internal culture’s off, your external message won’t land either.
Trust is Everything, and It’s Earned Slowly
In sectors like disability, aged care, childcare and more, decisions aren’t made lightly. They’re personal, emotional, and often complex.
So, you need to remember, you’re not just selling a service, you’re asking someone to trust you with something that deeply matters.
That kind of trust isn’t built instantly. It’s earned through empathy, consistency, and genuine human connection.
Purpose-led Doesn’t Mean Playing it safe
When you think of purpose-led brands, what comes to mind? Earnest and heartfelt?
That can be great, but not all purpose-led brands have to be all seriousness all the time.
They can be quirky, bold, playful, and unexpected – and often, that’s exactly what makes their message land.
Purpose-Led Doesn’t Mean You Shouldn’t Invest in Brand.
With over 60,000 registered NFPs, 15,000+ NDIS providers, and 5,000+ aged care organisations in Australia – not to mention many thousands of other purpose-driven players – the sector is crowded.
In a space this competitive, “nice enough” just isn’t enough. So don’t settle for generic branding or a half-baked strategy.
You don’t need a corporate budget to make it work either.
What you do need is smart thinking, bold creative, and maybe an agency that knows how to stretch every dollar. (Ahem. That’s us!)
Don’t Just Say You’re Impactful – Prove It
It’s time to show the receipts!
Don’t just tell people how impactful you are, show them.
Real feedback, testimonials, behind-the-scenes moments, case studies, meaningful numbers.
Give your content some guts. That’s what builds trust.
At Smooth Cactus, we didn’t just stumble into the purpose-led sector – we have lived it for over 15 years.
We’ve led teams, built brands, and learned what actually works (and what really doesn’t). Now, we help purpose-led organisations cut through the noise, stay true to their values, and connect in ways that actually land.
Need a Marketing partner who gets purpose? Let’s talk.
