This is lesson fifteen. This is towards one of our missions. Education. You’ll learn everything about marketing — from the basics to the most advanced strategies — for free, thanks to VellumWorks.
Every purchase, click, or donation comes down to one simple truth:
People act when a human need is touched.
Psychologist Abraham Maslow proposed that human motivation is built like a pyramid. From basic survival needs at the bottom to self-fulfilment at the top.
Marketers and charities who understand these layers don’t just sell products — they connect to people’s why.
What is Maslow’s Hierarchy of Needs?
Maslow’s Hierarchy of Needs is a psychological theory developed by Abraham Maslow in 1943 that explains what motivates human behaviour.
It suggests that people have five levels of needs, arranged in a pyramid, and that we’re driven to satisfy them in order, from the most basic survival needs to higher levels of fulfilment and purpose.
Here’s how it breaks down:
Physiological Needs: the essentials for survival: food, water, shelter, rest.
Safety Needs: feeling safe and secure physically, financially, and emotionally.
Love & Belonging Needs: relationships, friendships, and social connection.
Esteem Needs: self-worth, recognition, and respect from others.
Self-Actualisation Needs: becoming the best version of yourself and fulfilling your potential.
The Five Levels of Maslow’s Hierarchy
1. Physiological Needs - “I need to survive.”
These are the basics: food, water, warmth, rest.
Marketing that appeals here focuses on necessity, security, and relief.
Business example: A water filter company promising clean, safe hydration.
Charity example: A food bank showing how a £10 donation feeds a family for two days.
Tip: Be clear, direct, and urgent. Focus on outcomes, not features.
2. Safety Needs - “I need to feel secure.”
Once survival is met, people look for protection — financial, physical, or emotional.
Business example: Insurance, cybersecurity, or home safety systems.
Charity example: Organisations helping refugees, protecting wildlife, or providing shelter.
Messaging focus: Trust, stability, reassurance.
Show that your brand or cause protects what matters most.
3. Love & Belonging - “I need to connect.”
Humans are wired for relationships. We want to belong, to be part of something bigger.
Business example: Brands like Apple and Nike build communities, not just customers.
Charity example: Campaigns that invite supporters to join a movement or be part of a family of changemakers.
Tip: Use language that includes — “Together we can,” “Join us,” “Be part of…”
People support what they feel connected to.
4. Esteem - “I need to feel valued.”
At this stage, motivation comes from recognition, achievement, and respect.
People act when doing so makes them feel good, capable, or proud.
Business example: Luxury brands appeal to confidence and accomplishment.
Charity example: Showing donors their impact - “You helped 200 children access clean water.”
Tip: Turn support into status - celebrate your community and their contributions.
5. Self-Actualisation - “I need to make a difference.”
At the top of the pyramid is purpose: becoming the best version of oneself and contributing to something meaningful.
This is where the most powerful marketing lives: stories of change, creativity, and legacy.
Business example: Patagonia’s sustainability mission (“We’re in business to save our home planet”).
Charity example: Campaigns that empower people to change lives, protect the planet, or leave a legacy of hope.
Tip: Don’t just ask people to give. Invite them to become part of a greater story.
How to Use Maslow’s Hierarchy in Marketing
Identify which level your audience is at when engaging with your cause or product.
Match your message to that need — survival, safety, belonging, esteem, or purpose.
Elevate people through your communication. Great marketing helps people climb the pyramid.
The more deeply you understand what your audience truly needs, the more authentic and effective your marketing becomes.
10-Minute Exercise: Map Your Offer to Maslow
Take your product, service, or cause and ask:
What need does this really fulfil?
How does our message make people feel — safe, included, respected, or inspired?
How could we elevate our message one level higher?
Example:
“We provide food” → Physiological
“We build stability for families” → Safety
“We unite communities to fight hunger” → Belonging
“We empower donors to change lives” → Esteem & Purpose
Why is this important to know?
Maslow’s Hierarchy reminds us that people don’t donate because of your organisation - they donate because of their values and needs.
When you align your message with those human drivers, you create deeper, longer-lasting relationships.
Marketing then stops being about persuasion — and becomes about connection.
At VellumWorks, we believe knowledge should be free. That’s why this series will guide you, step by step, through everything from the basics to the most advanced strategies in marketing: no jargon, no gatekeeping, just education that empowers.
