How to Make a Lasting Impact - lessons for charities

Have you seen the comedy-drama Sweetpea?

I started to watch it on Sky last night.

In the first episode, we meet the main character, Rhiannon Lewis, a quiet, unassuming person who tends to get bullied and overlooked everywhere she goes. She is increasingly frustrated by how invisible she is to everyone. One thing leads to another, and she is pushed to the point where—spoiler alert—she kills someone!

Suddenly, she feels better.

Now, I am not advocating violence, but the elements that led up to that point I could relate to, and perhaps you can too.

That feeling of being invisible - that there is always someone in the room who is bolder, louder, and more colourful, who is getting all the attention.

But over time, I’ve come to understand something crucial: standing out doesn’t require being the loudest or most visually striking person in the room. What leaves a lasting impact is how you communicate, the words you choose, and the expertise you bring to the table.

The Power of Authenticity

With so much noise to compete with on social media, being genuine helps you stand out—when someone speaks with conviction, using their own experiences and expertise to guide them.

I would rather leave a lasting impression, not because of how I look, but because of something I said—a turn of phrase or piece of advice that sticks with someone long after the conversation has ended. That’s the mark I aim to leave, and it’s what I help others achieve.

Why This Matters for Business

Every business faces the challenge of deciding how to engage its audience effectively. Do you appeal to their emotions or stick to facts and figures? Emotion often works wonders for businesses selling products or services. Stories of how your product improves lives, testimonials, and relatable messaging can be powerful. However, backing those emotions up with solid data—such as customer satisfaction stats or measurable benefits—adds credibility and trust.

The Added Challenge for Charities

The same principles apply to charities, though the stakes can be higher. Charities need to strike a fine balance between raising awareness about urgent issues and inspiring hope. Fear-based messaging, such as highlighting environmental disasters or human suffering, can spur immediate action but may also cause paralysis if overdone. By contrast, charities that focus on clear solutions and how individuals can make a difference often see more sustainable engagement.

Adapting Your Voice to Inspire Action

Charities face unique challenges when it comes to brand voice. They must convey urgency without overwhelming people. Take an environmental charity, for instance. It’s essential to raise awareness of the impending threats of climate change, but if the tone becomes too negative, supporters may feel powerless. Instead, focusing on small but impactful actions—like reducing plastic use or supporting reforestation efforts—gives people hope and a tangible way to contribute.

Another challenge charities face is adapting their tone to various audiences. For example, while a more corporate or data-driven tone might resonate with large donors or partners, an emotional, storytelling approach may be more effective for individual donors. Maintaining this balance while keeping the core voice consistent is crucial for building trust and loyalty.

Consistency Is Key Across All Communications

No matter what business you’re in, consistency in tone across all platforms—be it your website, social media, or email newsletters—is key. Customers and supporters need to feel that your brand is reliable and coherent. Having clear guidelines for your brand voice ensures that everyone in your organisation communicates with the same tone, whether speaking to potential customers or loyal advocates.

For charities, this consistency is even more vital. A sudden change in tone or messaging can lead to confusion or distrust, especially when supporters are emotionally invested in your cause. Charities need to ensure that their voice—whether hopeful, urgent, or educational—remains steady across all communications while being flexible enough to address different segments of their audience.

What Works Best?

Studies have shown that positive messaging tends to perform better than scare tactics across all sectors. People are more likely to take action when they feel empowered rather than overwhelmed. For businesses, showing how their product or service solves a problem or improves life can build connections with their audience. For charities, providing real-world examples of success, highlighting positive changes made possible by donations, or celebrating the contributions of supporters can drive more engagement than focusing solely on the severity of the issues at hand.

Finding the Right Voice for Your Business

Developing a brand voice isn’t just about sounding good; it’s about creating a tone that your audience trusts and connects with. Whether you're a for-profit business or a charity, the same principles apply: balance emotion with facts, stay consistent, and adapt to different audiences.

By doing this, you’ll not only build a stronger relationship with your customers or supporters but also inspire them to take action, whether that’s making a purchase, donating to a cause, or changing a behaviour.

Helping Others Find Their Voice

Much of my work involves helping organisations and people to find their voice. It might be their physical voice, using it to tell their story on a podcast or on a stage or their brand voice.

I help them find their voice and come out of the shadows, not by teaching them to shout louder, but by helping them refine their message so it resonates deeply with others.

Finding your brand voice is about focusing on what makes you unique—not in a visual or superficial way but in terms of your values, passion, and expertise.

For those who’ve ever felt invisible, like Sweetpea, I’m here to help you change that. It’s time to step out, step up, and be seen for the value you bring. Your words, your expertise, your story—these are your tools for making a lasting impression – not a knife!

To find out more about developing your brand voice, please book a call https://calendly.com/jpcomms/getting-to-know-you

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