Charity trends in 2026 point to a meaningful year of transformation for the sector. Rising costs, donor fatigue, and rapid tech adoption are reshaping how organisations connect with supporters, stakeholders, and wider audiences. At the same time, expectations have never been higher. People want proof of impact, authentic stories, and ways to feel part of something bigger.
These pressures – and opportunities – are driving a new wave of innovation. From human-first storytelling in an AI-enabled world to the evolution of digital fundraising, the year ahead will redefine how charities build trust and inspire action.
Below are the key charity trends in 2026 that we believe will shape the sector:
Human‑storytelling in an AI-enabled world
AI now touches much of the charity back office – triage, reporting, insight, and fundraising optimisation. Used well, it helps organisations stretch limited budgets, work more efficiently, and respond to growing demand.
How charities are adopting AI practices varies. But as we head further into 2026, one thing remains unchanged: people engage because they are moved by human stories. These pressures sit at the heart of charity trends in 2026, setting a new bar for how these organisations build trust.
In 2026, strong comms will protect the human heartbeat while AI supports delivery quietly in the background. That means comms messaging and moments built around credible advocates, spotlighting stories on social, centering stories in appeals, whilst not forgetting the power of lived experience at in-person events.
Charities also want to consider how to bring humanity to their direct communication with supporters and fundraisers. This is dependent on resourcing, but as an example, I support a wonderful charity called Living Paintings and received a hand-signed Christmas card this year, which was a lovely touch. The challenge is balance: embracing efficiency without losing empathy.
People are motivated by frontline voices, beneficiary progress, volunteer pride, and feeling a personal connection to a cause. AI supports the delivery, but trust is built through empathy.
Authentic impact storytelling (show, don’t tell)
Donors and funders are asking tougher questions. They want to understand how their time, money, and advocacy translate into real-world change. A single statistic may capture attention, but it won’t build lasting trust. That comes from stories that show progress over time.
That means moving beyond transactional updates to stories that connect individual experiences with wider outcomes. It’s about showing transformation in a way that feels honest and human, whether through long-form features, social content that captures small but powerful moments, or media coverage that frames the bigger picture. When charities weave these elements together, they make their supporters part of the journey and able to feel the difference they have made.
Community first‑engagement over passive support
Charities are moving beyond one-way messaging and into spaces where supporters feel part of something bigger and have a genuine sense of belonging. People don’t just want to donate and disappear; they want to connect with others who share their values and contribute in meaningful ways
In 2026, shared experiences will become even more important. Local initiatives, peer-led campaigns, and digital communities are transforming passive audiences into active participants. By creating meaningful points of participation, whether that’s a solid (and moderated) closed Facebook group or forum, co-created content, grassroots events, or challenges that unite people around shared goals, charities unlock loyalty, advocacy, and repeat giving.
In today’s fragmented world, people seek a sense of familiarity and community
The renaissance of authentic ambassadors and influencers
The relationship between charities and celebrities has shifted over the years. At one point, there was a sense of fatigue and a vibe that some support was more surface-level. However, we’ve seen a solidifying of celebrities remaining steadfast to their causes, whether those are partnerships that have ripened over the years or new relationships which emerge. It may sound obvious, but key to this is authenticity. Alongside this, values-led advocates matter more than celebrity alone, with influencers
Audiences can spot transactional partnerships, and they reward authenticity with engagement, advocacy, and action. The power of having a celebrity on a sofa talking about a cause endures, particularly if shared on social to reach additional audiences.
Alongside this, values-led advocates matter more than celebrity alone, with influencers carrying huge weight for communities, particularly in relation to health conditions. When ambassadors such as these share their own connection, they amplify a message while creating spaces where supporters feel part of something meaningful. For charities, that means thinking beyond one-off campaigns and designing partnerships that grow communities, spark dialogue, and inspire long-term involvement.
Clear, urgent calls to action in the moment
Attention is fleeting, and cultural moments don’t last long. When an issue breaks through, supporters want to know exactly what they can do, and they want to do it now. Vague asks or complex steps create friction and lose momentum.
In 2026, clarity and urgency will be critical. Whether it’s signing a petition, sharing a resource, attending an event, or donating to a specific need, well-timed and simple calls to action can turn awareness into impact in minutes.
To make this work, charities need connected teams and agile planning, ensuring PR, social, and fundraising are aligned and ready to respond when moments matter. Urgency paired with simplicity will be one of the strongest drivers of engagement in the year ahead.
Digital fundraising evolves
After years of investment in platforms and tools, digital fundraising has hit a plateau. Technology alone isn’t enough to drive the next wave of growth; what matters now is emotional connection. Supporters are saturated with donation asks, and mechanics like “click to give” no longer guarantee engagement.
What will differentiate successful campaigns in 2026 is emotional connection. As audiences become more selective, charities must move beyond transactional digital tactics and focus on creating moments that genuinely resonate.
As David Taylor, SVP, Digital at The PHA Group, explains: “People don’t give because a button is well placed — they give because something moved them. The future of digital fundraising lies in creating moments that feel human, personal, and worth being part of. Technology hasn’t failed digital fundraising, but our expectations of it have been too narrow. Growth will come from putting empathy back at the centre and using digital to deepen relationships, not just process donations.”
In 2026, success will come from campaigns that feel personal, stories that spark connection, and experiences that make giving part of a shared journey rather than a one-off action.
This means treating digital as more than a transaction channel and as a space for relationship-building. From narrative-led landing pages to creator-hosted live moments, charities will need to design experiences that combine clarity with heart. When performance marketing works hand-in-hand with authentic storytelling, digital fundraising becomes more than a conversion tactic.
Success in 2026 won’t come from isolated tactics or one-off campaigns. It will come from strategies that unite storytelling, technology, and community into one coherent plan – a defining characteristic of charity trends in 2026 as organisations adapt to rising expectations and shifting supporter behaviour.
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If you’re planning how to incorporate the above charity trends in 2026 into your strategy, our top tip is to start with people. Build trust through authentic stories, create spaces for belonging, and act fast when moments matter. When every channel works together, charities don’t just keep pace with change; they lead it.
At PHA, we work with charities navigating these challenges every day, balancing innovation with empathy, cutting through complexity, and building trust in an increasingly noisy world.
As an award-winning earned-first, integrated communications agency, we help organisations bring together strategy, storytelling, digital and performance to create campaigns that don’t just get noticed, but move people to act. We believe the most effective charity communications start with people and scale through integration. When storytelling, technology and creativity are aligned, charities can earn attention, inspire action and build relationships that last.
If you’d like to see how this works in practice, explore some of the campaigns we’ve delivered for leading charities, including Sue Ryder, Kidney Cancer UK, and SSAFA The Armed Forces Charity.
Or, if you’re ready to shape your own strategy, get in touch at hello@thephagroup.com to start the conversation with our team of specialists. We’ll help you turn these trends into outcomes your supporters can see and feel.
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