A Practical Messaging Guide for Nonprofits This Giving Season
Federal grant programs are being slashed. Economic uncertainty is widening gap between large, well-resourced nonprofits and smaller, community-rooted ones. And in the midst of all of it, nonprofits across the U.S. are preparing for year-end giving season — while grappling with the reality that many supporters are being more cautious about how, where, and why they give.
The challenge isn’t just how to ask for money.
It’s how to stay top of mind when the funding pool is shrinking and the noise is deafening.
At Junapr, we work with nonprofits and mission-driven companies to build visibility, trust, and traction, especially when resources are tight. And what we’re seeing across the sector right now is clear: the organizations that are using communications strategically are the ones making it onto donor shortlists and keeping momentum heading into 2026.
This isn’t about flashy campaigns.
It’s about clarity, consistency, and community.
Here’s where to focus.
Tell stories that stick.
In this environment, impact isn’t just a metric — it’s a narrative. And the most effective nonprofits are turning their community work into powerful, shareable content.
🛠 Action item: Identify one story of real, human impact and create a short content series: one email, one social post, one web update. Keep it grounded, visual, and specific.
Update your messaging for today’s climate.
If your homepage, elevator pitch, or EOY emails still sound like 2019… you may be missing the moment. Donors and partners are responding to organizations that can clearly articulate why their work matters now — and what’s at risk if it slows down.
🛠 Action item: Revisit your messaging hierarchy. What’s most urgent? Most unique? Most relatable? Rewrite one key line (like your homepage headline or lead email copy) to reflect that shift.
Equip your biggest advocates.
Your board members, volunteers, beneficiaries, and staff are often your best messengers. But they need the right language — especially when time is short and attention spans are shorter.
🛠 Action item: Create a “What to Say Now” mini-comms kit. Include 2–3 key messages, a couple of suggested talking points, and a clear call to action. Send it to 10 core champions and encourage them to amplify.
Pitch before the giving season floods in.
If you’re planning a media push for November or December, you may already be late. Many journalists covering philanthropy, end-of-year campaigns, or local impact stories are building their lists now.
🛠 Action item: Identify one reporter or outlet that covers your space (local news, regional philanthropy, sector-specific publications). Send a brief pitch with a relevant story hook and a community tie-in. Keep it human, not heavy.
Build for January, not just December.
Too many organizations focus their entire narrative on EOY appeals — and then go dark after the ball drops. A strong communications plan includes a bounce-back strategy that shows momentum and gratitude.
🛠 Action item: Pre-draft three messages for January: one thank-you to donors, one “what’s next” update, and one early win. Use them to stay visible, relevant, and re-engage your audience early in 2026.
The Bigger Picture
A friend of mine in philanthropy recently said:
“Many nonprofits won’t survive the Trump-era cuts. The only ones left standing may be the biggest — not necessarily the most impactful.”
That’s a hard truth — and it doesn’t have to be the end of the story.
Small and mid-sized nonprofits often have deeper community ties, more nimble programming, and powerful impact. But they need visibility. They need shareable proof. And they need the right tools to make the case before the budget is gone.
That’s where communications isn’t just a support function, it’s a survival tool.
Let’s raise visibility. Let’s raise resonance.
And in doing that — let’s raise the right organizations up the giving lists.