4 Simple Tests for Ethical Urgency in Your Communications
I was recently working on a very real, very urgent campaign. As part of the Big Give Christmas Challenge, donors to an NGO had just one week in which their donations would be doubled.
Now I don’t know about you, but if I made a donation on Wednesday that could have been doubled less than 24 hours before, I’d be mad about it.
So, we edited some email subject lines so that they started with “last chance” and “just one day left”. It was genuine and helpful, and didn’t feel manipulative in the slightest.
The problem is, that’s not always the case. In fact, urgency as a selling tactic is everywhere, especially with Christmas around the corner.
But there are plenty of ways to use urgency for good. In a way that feels real, true, and doesn’t leave audiences with a bad taste in their mouths.
Let April and I tell you all about it.
When to Use Urgency
For values-driven companies, urgency needs to be honest and clear. And—in my humble opinion—centered around something that actually matters.
Trying to clear out summer stock and make way for the new season? Maybe reevaluate your business model 🙃
But trying to, I don’t know, save a rainforest? That seems pretty urgent to me.
Raising funds for disaster relief, securing clean water during a severe drought, or fighting for women’s rights where looming policy changes threaten to undermine their autonomy and safety?
These are the kinds of situations where urgency isn’t malevolently manipulative, but a moral imperative.
4 Simple Tests for Ethical Urgency Use
In sustainability and social justice, we do want people to take action, and fast. But when time is against you, you can still use urgency in a way that spurs action without compromising your integrity, or manipulating your audience.
Check your messaging against these four simple tests for ethical urgency:
- Anchor it in truth. Is the deadline real? If the time limit isn’t genuine, your audience will eventually catch and feel misled.
- Highlight the stakes. Show why acting now matters. Explain what’s at risk if they don’t.
- Inspire, don’t guilt. Make people feel empowered to act, not pressured. Genuine urgency helps people feel part of a solution.
- Be transparent. Let your audience know why the timeline exists. When they understand the context, urgency feels helpful, not pushy.
If your comms meet these four criteria, your use of urgency is probably ethical, focusing attention and helping people act on what matters.
What Makes Urgency Feel Manipulative?
Manipulative urgency is about creating pressure where none exists. It’s the “act now or miss out!” tactics we all know—except in this case, the stakes aren’t real.
Think countdown timers that reset when you refresh the page. Or “only 3 left!” warnings on products that aren’t actually running out. And then there are the vague “before it’s too late” messages. Too late for what? If you can’t explain why it’s too late, don’t say it.
These manipulation tactics might get quick results, but they destroy trust.
Compare that to urgency grounded in reality.
If the deadline is real and the stakes are clear, people act because it matters—not because they were tricked into it.
How can scarcity be true when we live in a world of overabundance?
– Yours Truly
Why Ethical Urgency Works
Ethical use of urgency focuses attention. It grabs attention and helps people prioritize something meaningful—whether that’s donating to a campaign or seizing a fleeting opportunity to make an impact.
The match funding campaign is a great example. Knowing their contribution will be doubled for a limited time gives donors a reason to act now. Or a specific tree-planting window: miss the season, and reforestation efforts are delayed for an entire year.
Urgency is best employed when it connects people to a larger purpose. It’s not about rushing them for your business’s goals. It’s about helping them see the value of acting while they still can, for the greater good.
En Fin
Urgency in marketing works best when it’s grounded in truth. When the stakes are real, people respond because it matters, not because they’re feeling pressured.
When I work with organizations doing great work, I never feel bad about using urgency. Because in most cases, we are indeed in an urgent situation. And the more people that know about it and who want to help as a result, the better.
How do you make sure the urgency you use reflects your values?
