Recently, as I rummaged through my local bookstore, a cover caught my eye. The dramatic title: Pivot or Die. The subject matter – strategies for leaders of big tech companies – wasn’t up my alley.
But it got my thinking. What are the messaging pivots that our causes and campaigns can take this year that will make a real difference? In today’s memo, five that are at the top of my list.
PIVOT #1: From playing it safe to taking risks.
In a recent post, I wrote about the challenges facing nonprofits in the attention economy we’re all operating in. To thrive in today’s crowded, fragmented media landscape, it’s no longer enough to be a distributor of information. You have to be an architect of attention.
The fastest way to lose attention is to say nothing meaningful. Careful, play it safe messaging may lower your risk of getting in trouble. But it won’t get you noticed.
Have caution and risk avoidance been the watch words in your group’s communication strategies? If so, it’s time to pivot and take some considered risks.
Be bold. Because in today’s landscape, safe messages are invisible.
PIVOT #2: From Trump 24/7 to Trump when it really fits.
On a daily basis, Donald Trump gives progressive advocacy groups plenty of reason to focus their attention on resisting his assault on the Constitution, core democratic values and the rule of law. And that’s going to be a central part of many groups’ work for some time to come.
But it’s important for groups to find some balance and maintain their unique, individual roles and identity. During Trump’s first term, too many groups lost their grip on what makes them unique and essential, devolving into being just another voice in the anti-Trump chorus.
If you see that happening to your organization, pivot from a 24/7 Trump focus to intentional decision-making about when and how it makes sense for you to engage.
PIVOT #3: From shunning AI to intentional engagement.
Here’s how our friends at Avalon Consulting put it recently: “Both nonprofits and consumers became more comfortable with AI in 2025, and I expect that to continue. AI is here to stay, so professionals must learn it or be left behind. However, we must also understand how AI fits within our values, employ it judiciously, and advocate for environmentally sustainable solutions.”
The days of shunning the use of AI in nonprofits are over. So, if you’ve been taking an overly cautious approach, now’s the time to pivot and embrace finding the right, human-centered place for AI in your work.
And, if you’re looking for guidance on how to go about that, there’s no better guide than the recently published Nonprofit AI: A Comprehensive Guide to Implementing Artificial Intelligence for Social Good.
PIVOT #4:
From evergreen messages to only in this moment ones.
In 2026, evergreen messages so broad that they could be sent at any time will get lost in the shuffle. There’s just too much going on of immediate consequence and impact. And that’s where peoples’ attention and engagement are going to be drawn.
Take a close look at the messages you’re sending and if they fit the evergreen category, pivot to featuring “can’t wait” work that demands peoples’ immediate attention. Strive to create messages that only make sense at the specific moment that you are sharing them.
PIVOT #5: From tactics INSTEAD OF a strong message to tactics IN SUPPORT OF a strong message.
Here’s a golden rule I have long advocated for. Smart tactics, techniques and strategies in support of a compelling message are a powerful formula for success.
But those same tactics, techniques and strategies advanced in place of a compelling message is a recipe for disaster. Look at your communications and if you detect an over-reliance on tactics and techniques, pivot to focusing on developing and strengthening the core messages they are intended to support.
Beyond these specific pivot suggestions, I urge you to examine your messaging content and strategies in search of other areas where it’s time for a pivot that can pave the way for more powerful messaging in the critical weeks and months ahead.
