There’s an interesting shift taking place in nonprofit marketing land…
While AI and all things digital continue to dominate discussions on not-for-profit marketing, we’re also noticing a return to some refreshingly human fundamentals.
Think in-person interactions, ‘real and raw’ over ‘polished perfection’, and nonprofit brands leading with authenticity and integrity. We love to see it.
As we head into the second half of 2026 (yep, this year really is flying), the MIH team has been deep in research mode, exploring the latest marketing trends set to help purpose-driven organisations raise awareness, funding, and brand love.
If you’re a not-for-profit brand looking to stay ahead of the ever-changing marketing curve, we’ve got all the insights you need to strengthen your activity in the coming year.
1. The rise of AI continues…but responsible use is key
Over the past six months, we’ve seen a rapid increase in nonprofits embracing AI tools for everything from content production to trend forecasting. But many organisations are starting to realise that this technology, like any other, comes with consequences.
Brands that blindly use AI without any human filtering risk losing their authenticity, credibility, and donor trust. By taking a responsible approach to AI use, not-for-profits can enjoy its efficiency-boosting benefits without damaging their brand.
“Digital technology can unlock new capability, efficiency and insight across our human-centred sector…but innovation must be implemented with care.”
David Spriggs, CEO, Infoxchange
So, how can nonprofits use AI responsibly in their marketing? Here are some ideas:
- Personalisation: Using AI tools for donor segmentation and targeting can help you tailor your communications and engage with donors in a more personalised way.
- Deep research: AI can assist with tasks that involve extensive research, saving your team hours of admin time. However, human fact-checking remains essential.
- Chatbots: AI chatbots offer a more efficient and cost-effective way to provide solutions, training, and resources, both internally and externally.
2. In-person events are back (because IRL is cool again)
Despite – or maybe because of – the rise of AI and digital tech, the vast majority of us still welcome the opportunity to connect with other humans in real life.
With 80% of people preferring in-person events to virtual ones, tapping into the need for physical interaction will become an increasingly important element in the not-for-profit marketing mix.
And while the focus of your nonprofit event may be on raising funds, event marketing can also be a great opportunity to build brand awareness, gather valuable attendee data, and engage existing donors.
Planning to make in-person events part of your nonprofit marketing strategy? Here are a few tips:
- Take a multi-channel approach: Your audience is using multiple channels, so your event outreach should too. Ensuring the right marketing mix relies on researching the behaviour of your target participant group and establishing the channels they’re most receptive to. From social media to SMS, choosing the right channels will help raise awareness and attendance for your event.
- Get your outreach timing right: Your event marketing communication should be clearly broken down into stages and carefully planned around the event date. For example, initial comms might start a few months prior and ramp up in the lead-up phase as the event gets closer. After the big day, your post-event communication is crucial for keeping attendees engaged and loyal.
- Collect event marketing data: From conversion rates across channels to social media engagement and email open rates, keeping a close eye on your event marketing data can help you strengthen your strategy and identify which tactics deliver the best ROI.
3. Switching up your socials could spell success
If you’ve always relied on the same social media platforms for your nonprofit marketing, it might be a good time to assess your social activity.
For example, Gen Z favourite TikTok is seeing faster nonprofit audience growth than any other channel – so if you’re hoping to win over a younger audience, this platform is a must. For millennials, on the other hand, Instagram remains the channel of choice, while YouTube continues to enjoy cross-generation popularity.
“With limited time and resources, it's essential to focus on the platforms and channels where you already have experience and where your supporters are most active.”
Eugenia Yuan, General Manager, GiveNow
- TikTok: Short, authentic videos tend to perform best. Share behind-the-scenes moments, campaign updates, and day-in-the-life content that helps supporters connect with the people and purpose behind your brand.
- Instagram: Ideal for visual storytelling. Use a mix of photos, Reels, Stories, and carousels to showcase impact, celebrate milestones, and share compelling stories that encourage engagement and community building.
- YouTube: Longer-form educational and storytelling content works well. Consider impact documentaries, video testimonials, event highlights, and explainer videos that provide deeper insight into your mission.
4. Nurture campaigns are a necessity
Building donor trust has always been one of the most important elements of nonprofit marketing. But in an era of questionable AI content and general uncertainty about the future, this trust is harder to secure.
Nurture campaigns support the trust-building long game. By delivering relevant, timely content throughout the supporter journey, you can steadily strengthen your relationships, increase engagement, and improve donor retention.
And at a time when acquisition costs continue to rise, nurturing your existing audience will become more valuable than ever.
Looking to improve your donor nurture strategy? Try these tactics:
- Map the supporter journey: Different donors come with different needs. That’s why it’s important to tailor your comms depending on where the recipient is in their relationship with your brand. A first-time donor will require a different approach from a long-term brand advocate.
- Don’t just ask for funding: Not every communication should be a request for donations. Sharing valuable, interesting content like success stories, industry updates, and informational resources can help draw people closer to your cause.
- Automate for efficiency: Automated email sequences make it easy to send the right message at the right time, without extra admin for your team. Automations might include welcome emails, donation acknowledgements, and regular communications.
5. Video storytelling wins hearts and donations
Humans really like hearing (and seeing) the experiences of other humans. That’s why video continues to be one of the best ways for nonprofits to build emotional resonance and inspire action.
Whether it's a recipient sharing their story, a volunteer explaining why they give their time, or a behind-the-scenes look at the work your organisation does, video can bring your mission to life in a way that static content often can't.
“Video testimonials boost trust by 63%, while emotional visuals increase donation intent by 61%.”
If you want to incorporate video into your nonprofit marketing, consider these tips:
- Focus on real stories: Authentic stories from beneficiaries, staff, volunteers, and donors are often far more powerful than super-polished promotional content.
- Optimise for different channels: Short-form videos are ideal for social media, while longer content may be better suited to YouTube, your website, or fundraising campaigns.
- Include a clear next call to action: Whether you're trying to drive donations, event attendance, or newsletter sign-ups, make it easy for viewers to take action after watching.
6. Personalisation will increase engagement
With so much customer data readily available, segmenting your audience and personalising your communications is a whole lot easier than it was a few years ago. And it can yield great results for nonprofits willing to put in the effort.
Understanding the different behaviours, motivations, and concerns of your target demographics can allow you to send tailored messages that actually resonate and are more likely to drive action as a result.
To give you an idea of how different groups engage with not-for-profits, here are some quick statistics from Hubspot’s Nonprofit Marketing Trends Report:
Gen Z:
- 70% would feel motivated by impact reporting to increase giving
- Has an average attention span of eight seconds
- 1 in 4 prefer social media communication from nonprofits over other channels
Millennials:
- Most likely to research nonprofits before making a donation
- Prefer texting or app-based donations, or using a website
- 4 in 10 are enrolled in a monthly recurring giving program
Gen X:
- Top vertical donated to is Environment Conservation & Wildlife
- #1 reason for not donating to an organisation is an outdated website
- Tax-deductibility is a major factor in the decision to donate
Boomers:
- Most likely to donate to religious organisations
- Prefer to donate by mail over other channels
- More than 40% stopped donating to a nonprofit because they didn’t feel their money was being used strategically
What do these trends tell us about the state of nonprofit marketing in 2026? Essentially, being human is a marketing tactic that never goes out of fashion.
By balancing responsible tech use with an authentic, human-first approach, you’ll be in a strong position to attract new donors, retain existing ones, and build awareness and trust for your nonprofit brand.
Need a little help with your not-for-profit marketing? Get in touch with our friendly team of nonprofit marketing experts to find out how we can help your brand get the support and funding it deserves.
