Three communications shifts for organizations to make as we go into 2026

If you work in a museum, gallery, cultural nonprofit or heritage brand, you already know many of your challenges: tight budgets, donor fatigue, audience fragmentation, and especially dwindling, if almost nonexistent government funding. Going forward and as we plunge ahead into 2026 with the current funding landscape, there are three changes in communications and development that are becoming non-negotiable.

1. Move from “we exist” to “you belong” narratives

Rather than simply telling people what you do, you must emphasise what it means for them. Audit your content: are most messages “our collection is amazing”, “we launched an exhibit”, “we need support”? Or do they ask “how does this matter to you, the audience or donor”? The latter builds engagement and gives supporters a reason to stay and act. A nonprofit, especially, such as a library is about a service you are providing to your community. How has that service delivered in the past year? Telling stories and real engagement is often a great and easy way. People love to talk about themselves and their experiences and you'd be surprised how many people would be willing to be on camera for you! Maybe they can write a few words or a blog post or a fundrasing email and would be willing to have their picture included. You don't know unless you ask.

2. Blend data with storytelling

Donors and audiences are increasingly sceptical. According to sector research, 58% of arts & culture organizations expect an increase in appeal income in 2025 — but also note donor acquisition is a top challenge. That means your story must build trust and show impact. Combine emotional storytelling (a collector, visitor, or community connected moment) and a clear metric or result (membership growth, visitor increase, scholarship awarded, etc.). This gives your supporters both heart and mind.

3. Diversify communication channels while being mindful of bandwidth

2026 will certainly bring even more digital noise. Still, certain older channels are proving their worth. For example, direct mail is being re-valued by younger donors. SMS/messaging is rising in urgency, but can be intensely annoying, which might negate the effectiveness. The message: don’t assume only Instagram reels matter. Choose 2-3 channels really well and make sure your message is consistent across them. For heritage organizations, the tactile (print, mail) + digital combo is often undervalued.

Taking deliberate action before the end of 2025…

Pick one small, high-ROI move:

• Revisit your next fundraising email: swap one “we did” line for a “you enabled” line.

• Create a short case story with one metric (e.g., “In six months, our family-membership rose 18% thanks to targeted content”).

• Choose one under-used channel (mail, SMS or a micro-video on TikTok/Instagram for your younger audience) and plot one piece of content this month.

Basically, you can't just send an annual appeal letter every year to the same people and expect great results. If you're doing the same things year after year and you're not making enough money for your organization, then you need to add some things into the mix. Even if it seems risky like starting a TikTok channel or having a little fun with your existing social media, it's almost riskier to not take a little bit of a chance.