Do Less in 2026… Wait, What?!

I know—that sounds completely counterintuitive. But hear me out.

Marketing is about grabbing the right person’s attention in the right moment, sparking an engagement that leads to a meaningful connection. We agree on that, right?

So what if—just what if—you said to your donors:
“We will have to do less in 2026 because budgets are tight and giving is down.”
That kind of honesty might just get their attention.

Here’s the truth:
Every business owner, parent, and individual is facing the same reality right now—rising costs everywhere. From the grocery store to the gas pump, from insurance to rent, housing, and interest rates—everything is going up. This also means the costs for operating your center and reaching clients is going up.  All donors will understand this message.  With your fight now being big pharma, your costs have never been higher and will only continue to skyrocket. 

As a founding board member of a two-location medical clinic, a 10-year consultant to that board, a strategic partner with Focus on the Family, and a board member for two additional nonprofits, I see you and I get it. I understand the concerns you’re navigating and the challenges you’re up against. That’s exactly why I approach donor marketing through a strategic lens—not just with isolated tactics.

Yes, banquets and baby bottle campaigns work—but they are tactics, not a comprehensive strategy. 

So, if you have a goal other than to do less in 2026, it tells me you need to raise more funds. To raise those funds, you will need a strategy.

Let me ask you this: What is your donor strategy?

To help you in this I will be spending the next few months talking about how the core principles I typically share for client marketing apply just as strongly to donor marketing. At the heart of any successful marketing strategy—whether for clients or donors—is the foundational principle: persona development.

Remember, your persona(s) will shape your entire approach. When viewed through the lens of a comprehensive, persona-driven strategy, tactics like banquets, social media posts, and newsletters become far more intentional and effective.

 Step 1:  Have you developed donor persona(s)? 

With established donor persona(s) I can use that to make digital advertising work for donor development. 

Did you know …..

Did you know you can align your email list, mailing list, and social media followers to create a highly targeted and curated digital advertising campaign? Imagine your donor ad appearing on the TV screen of current and prospective donors while they’re watching YouTube, and on their phone at the same time. Now imagine that message perfectly aligns with the postcard and newsletter they just received.

It’s not only possible—it’s powerful.

Homework for this month; define your 3 target personas.  If you do that – email me!  I would love to hear what you came up with. I am also available for questions.  Just reach out.

I am here with you as you are there for them.

Liliana Grace
Owner Founder L Grace Brands