Are Your Messages Out of Date?

If your organization’s donor communications feel a little “routine,” you’re not alone. For years, many nonprofits relied on familiar messaging, especially around tax benefits, to encourage giving. But in 2026, the landscape has changed, and with it, the way your donors are likely to respond.

Recent analysis highlights a clear shift: changes in tax law are reshaping incentives for giving and challenging traditional fundraising approaches. The implication for nonprofits is straightforward but important: continuing to rely on the same messaging may not be enough to sustain donor engagement.

For decades, year-end appeals often centered on a simple idea: “Make your tax-deductible gift before December 31.” That approach worked when tax incentives were a primary driver for many donors. Today, those incentives have changed and donor behavior is evolving along with them. Specifically, it’s not too early to start rethinking your year-end campaign strategy. Indeed, it’s essential.

So what does that look like in practice? Here are three observations:

Year-long campaigns, not just year-end

Changes in the law mean you ought to consider shifting from solely tax-centered messaging to tax-centered and impact-centered storytelling. Donors still care deeply about making a difference, but they increasingly want to understand how their contributions translate into real outcomes. What changed because of their gift? Who was helped? What progress was made? Clear, compelling answers to these questions build confidence and deepen engagement.

Tax planning is not one-size-fits-all

It’s important to recognize that not all donors are motivated in the same way by charitable tax deductions. The new tax environment affects different groups in different ways. Some donors may give less because incentives have weakened, while others – especially those newly eligible for smaller, “above-the-line” deductions – may be encouraged to give for the first time or increase their participation. Nonprofits that tailor their messaging to different audiences, rather than taking a one-size-fits-all approach, can expand their reach and build a more resilient donor base.

Methods of giving are changing

It’s time to pay closer attention to how donors are actually giving. Donor-advised funds, for example, at Illinois Prairie Community Foundation and through other sponsors, continue to play a significant and growing role in philanthropy. That means nonprofits need to make it easy for donors to recommend grants from donor-advised funds to their organizations, promptly acknowledge those gifts and maintain strong relationships with the community foundation. Our team is here to do just that! Please reach out to learn more about how donor-advised funds work and how your donors are using them to support your organization and other favorite nonprofits.

The good news is that these changes, while challenging, also create opportunity. Organizations that refine their messaging now, by making it clearer, more relevant and more focused on impact, can strengthen relationships, attract new donors and build long-term support. In many cases, this is less about saying more and more about saying the right things.

Please reach out anytime! IPCF offers a range of insights and services to support your stewardship efforts, including supporting your planned and legacy giving strategies. We look forward to hearing from you!

This article is provided for informational purposes only. It is not intended as legal, accounting or financial planning advice.