Four advancement predictions for 2026
As 2025 wraps up, it’s hard not to think about everything this year asked of advancement teams. After more than 20 years leading fundraising and development efforts in higher education, I recently joined EAB’s Advancement Marketing Services team to help institutions expand their donor pipelines and strengthen giving. Over the past year, I’ve had the privilege of meeting with advancement leaders across the country, gaining a front-row seat to the challenges and bright spots that defined the past twelve months. Those conversations also pointed to the themes that will matter most in the year ahead.
Here are four predictions for 2026 and the resources to help you prepare.
Prediction 1: The policy and financial environment will continue to demand rapid adaptation.
Heading into 2026, the only constant is change. Advancement leaders should expect ongoing shifts to federal funding and regulatory guidance throughout the year. The charitable deduction changes introduced under the “One Big Beautiful Bill” will begin to take effect, and many donors will ask what these updates mean for their giving.
To keep pace, teams will need to stay nimble and close to new developments. Institutions that adjust strategies as information changes and monitor how funding shifts affect core priorities will be better equipped to respond quickly. With financial support for student services already tightening on many campuses, leaders will need to anticipate similar changes in 2026 and be ready to pivot as new challenges emerge.
Prediction 2: Schools will be more direct with donors about the need for unrestricted giving.
Financial pressure will remain a reality in 2026, and many campuses will face difficult choices about programs, staffing, and essential services. In this environment, leaders will need to be honest with donors about the school’s needs and why flexible dollars matter. Unrestricted support helps institutions manage reduced funding, cover unexpected costs, and keep core operations steady when circumstances shift.
Yet many donors still hesitate to give without a designated purpose. The work ahead is helping them see unrestricted giving as a direct investment in stability — the kind of support that keeps students enrolled, programs running, and momentum strong. Leaders who communicate this clearly and consistently will be better positioned to secure the flexible funding their institutions rely on.
Prediction 3: Donor selectivity will increase, making retention more challenging.
Economic strain, competing causes, and continued skepticism toward higher education will shape donor decisions in 2026. Supporters will likely be more selective about where they give, choosing causes that feel more urgent or directly impactful. This could make it harder for institutions to capture attention and sustain giving over the course of the year.
Retention will require more intentional, relationship-centered efforts. Teams that show clear impact and follow up consistently will keep more donors engaged. Actions like sharing how a recent initiative benefited the local community or thanking a donor soon after they give can reinforce trust and encourage continued support.
Prediction 4: More schools will invest in digital marketing.
As donor attention becomes harder to hold, and resources become scarcer, schools will increase their investment in digital marketing. Digital Marketing offers institutions a dependable way to stay visible throughout the year and rely on targeted ads, as they’re easier to update (quickly!) and allow institutions to reach donors where they already spend most of their time.
Institutions that invest more intentionally in digital will maintain steady visibility between campaigns. Using digital ads to re-engage donors who have shown interest or to reach alumni who are otherwise hard to find can help keep supporters involved. The ability to adjust messages in real time makes digital an increasingly valuable part of advancement strategy.
Looking Forward
If 2025 was a year of recalibration, 2026 will be a year to move forward with more clarity. Teams that stay adaptable, invest in digital and unrestricted giving strategies, and keep transparency and impact at the center of their work will navigate what comes next with confidence.
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