According to the IRS, there are more than 1.9 million registered nonprofits in the U.S., making the sector extremely competitive. As not-for-profits face increased funding challenges and political obstacles, they are entering 2026 at a time when positioning and messaging are essential for differentiation, even for their survival. Stakeholders, including existing and prospective donors, media, government, and community members of influence, are exposed to a multitude of causes and commonly barraged by messages vying for their attention. Because of this, updating your mission-focused organization’s positioning and messaging can help key people and organizations understand why and how your mission is relevant today… your distinct differentiators.
Positioning is not a tagline or a mission statement; it is how an organization is understood in the minds and hearts of its stakeholders. When messaging is relevant, clear, compelling, and consistent, it supports long-term advocacy building and financial stability.
We predict the following four strategies will help nonprofits achieve their goals in 2026.
1. Clearly Define the Nonprofit’s Mission and Impact
Strong positioning and messaging start with identifying how a nonprofit is perceived. This not only means how stakeholders view the organization, its people, programs, and approach, but what similar orgs are saying (and not saying).
After a single communication or interaction, stakeholders should be able to understand what a nonprofit does, its relevance, and the value it offers the communities and populations it serves (its why, what, how, and who). If it’s unclear, messaging is either too general or too complex. Terminology that is regularly used inside an organization can be interpreted as jargon and create distance or confusion with stakeholders who may be encountering the mission for the first time. Overused terms should also be avoided; general phrases such as “creating change” or “making an impact” sound positive but rarely provide enough context. They do not help build connectivity or emotional resonance with potential supporters.
Storytelling is crucial. Without specific examples, success stories, and bringing messages to life, stakeholders will tune out. A clear, strategically designed messaging framework defines an organization’s role in addressing a specific cause or issue and explains how it operates to serve a population, community, region, or nation. It connects purpose with action, giving stakeholders an understanding of why the work is critical and how they can make a difference through their support. When this foundation is established, communications are actionable and far more impactful.
2. Identify and Regularly Communicate How the Not-for-profit Stands Apart
Many nonprofits address similar issues and social ills, while donors and stakeholders evaluate multiple organizations before deciding where to engage and lend their support. According to Nonprofit Tech for Good, “75% of donors look for concrete information about a nonprofit’s achievements before deciding to give.”
Powerful positioning enables an organization to clearly communicate what sets it apart. This may include its unique expertise, programs, subject matter experts (or key opinion leaders), geographic focus areas, clientele, and successes. Without differentiation, organizations risk funding challenges. We say, “Flying under the radar is a great way to crash and burn.” When differences are defined and consistently reinforced, stakeholders understand why a nonprofit deserves support.
Partnership with a nonprofit positioning and messaging agency supports clear differentiation by refining and core messages, and aligning how the organization is described across PR, digital, and fundraising communications.
3. Elevate the Organization’s Executives as Subject Matter Experts
Positioning gains traction when it’s relatable and aligned with stakeholder concerns, interests, passions, and motivators, and when it is reinforced by people of influence (to them). Executives, subject matter experts, and content creators can help shape how a nonprofit is understood by explaining its purpose, priorities, and perspective in a clear and personalized fashion. Thought leadership plays a critical role in this process. When nonprofit experts share informed perspectives and expertise, they provide context that goes beyond promotional messaging. This helps stakeholders understand not just what the organization does, but the strategies it employs and why it matters.
Editorial and social media contributions through media interviews, bylined articles, conference participation, videos, posts, and other commentary reinforce positioning and messaging through a layered effect. They also humanize the organization with informed voices that audiences recognize and trust. According to an article in The New York Times, 65 percent of people say thought leadership significantly changed their perception of an organization for the better. For nonprofits, this shows the value of elevating credible voices as part of a positioning strategy.
4. Partner with Mission-Driven Content Creators
Positioning is strengthened when messages are delivered through voices that stakeholders already trust. Mission-driven content creators help nonprofits translate their purpose into stories that are credible, appealing, and relevant. Unlike traditional promotional content, creator-led storytelling reflects how people really talk and learn about issues, programs, and impact.
When creators share why a nonprofit’s work matters, how it impacts real people and communities, or who it serves and why, they help potential and existing supporters more clearly understand the organization’s role in delivering solutions to everyday problems. This reinforces positioning by showing, not just telling, what the nonprofit stands for. These partnerships are especially effective when creators align closely with the mission, whether through personal experience, professional expertise, or long-term advocacy. Their content often reaches audiences who may not typically engage with a group’s messaging gain exposure and understanding of the organization.
This is especially evident in the Gen Z community. According to Candid, “One in four Gen Z respondents has been motivated to donate because of a social media content creator.” Creator partnerships can become an extension of positioning and messaging rather than a separate marketing initiative.
Strengthening Your Nonprofit’s Positioning and Messaging for 2026
In 2026, effective nonprofit positioning and messaging will require consistency, relatability, and credibility. Strategically designed, authentic messaging that’s clearly and concisely communicated helps nonprofits build stronger connections with donors, stakeholders, and communities. What’s more, organizations that clearly explain their purpose, define what makes them distinct, elevate trusted advocates’ voices, and reinforce messages across communications are sure to outperform other, similar causes.
When people understand what an organization does and why it matters, they are more likely to engage. Strong positioning is not about saying more; it is about saying things that are more closely aligned with stakeholder interests and consistently reinforcing them over time.
National PR Agency Credentials
Rosica Communications is an award-winning nonprofit PR firm specializing in media relations, thought leadership, crisis communications, digital PR, SEO, content marketing, online reputation management, and integrated marketing communications. Our national agency develops strategic public relations programs to tell our clients good news stories, strengthen donor relations, improve fundraising communications, and support reputation management.
To thoroughly measure PR and thought leadership programs, Rosica developed the most comprehensive PR and thought leadership measurement tool available today. The Thought Leadership Matrix™ assesses more than 20 indicators to benchmark influence and category/sector rankings over time.
To learn more or schedule a conversation with CEO and President Chris Rosica, visit https://calendly.com/rosica/30min.