As we head into the final quarter of the year, many nonprofits are deep in review and planning for the year ahead. With this in mind, we've run a series of webinars across the US, Canada, UK and Ireland to share some of the key trends we're seeing in our research that should be on your radar.
This week we hosted a webinar to share insights from the first wave of our U.S. public research program: Planning for 2026: Key trends, challenges and opportunities for U.S. nonprofits. During the session, nfpResearch's Co Managing Directors Cian Murphy and Tim Harrison-Byrne highlighted the things you should be considering when planning for the coming year.
All of the findings are from our nfpPublic programme of research. If you're interested in understanding more about this research you can download a briefing pack below. Get in touch with us to discuss how this research can help you in building a strong brand and understanding the landscape you're operating in.
Some of the highlights include:
Changing models of giving: Almost half of Americans say they regularly give to registered nonprofits, but a similar proportion also engage in direct giving i.e. through platforms like GoFundMe or face-to-face where they are donating directly to individuals. Younger generations, especially Gen Z and millennials, are much more comfortable with these new approaches. Does this pose a threat to traditional giving?
Trust remains an advantage: Despite the rise of alternative giving models, registered nonprofits continue to enjoy significantly higher levels of trust, with nearly 70% of the public comfortable donating to them.
Generational and political divides on social issues: From climate change to crime and mental health, we explored how concerns vary between generations and political groups, and what this means for nonprofit messaging and engagement.
The importance of demonstrating your impact: Americans are relatively optimistic about the progress that has been made in areas like animal rights and gender equality, but much lower for challenges such as homelessness, climate change, and poverty - nonprofits working in these sectors will need to work harder to highlight impact.
The power of stories and emotions: Data shows that storytelling and emotionally resonant communications are vital to building trust and motivating support. Activating emotions such as hope or frustration can inspire action, while feelings of indifference or helplessness risk disengagement.
Brand matters in a divided landscape: Trust and visibility vary across sectors, with causes like cancer, children, and animal welfare enjoying stronger public support than areas such as foreign aid or anti-racism. Nonprofits need to consider their market position and the attributes they want their brand to embody that connect their values with the public when building a strong brand.