Marketing Minute: What Matters This October

Oct 26, 2026Nonprofits

Google: AI search is making website links more visible. Google announced more prominent links in AI Overviews and AI Mode. Our takeaway: keep your website’s answers clear, specific, and current so visitors can quickly understand your expertise.

WordPress: Check your updates before campaign season. The October 6 maintenance and security release addresses seven security issues. Have your website team (if you’re not a current maintenance client for Redstart) confirm updates are applied and test donation forms, registrations, and other essential functions.

AI: Give it a defined job. TechSoup’s guidance emphasizes evaluating whether AI actually helps your mission. Start with a repeatable task, such as turning approved content into social drafts. Keep a person responsible for accuracy, voice, and final approval. AI search is affecting nonprofit visibility. M+R’s 2026 Benchmarks reports a declining share of organic website traffic among participating nonprofits. Our takeaway: strengthen email relationships and publish clear, useful answers about your mission and services. M+R

Donor relationships need attention. The Fundraising Effectiveness Project’s Q1 2026 estimates show dollars raised increased 4.3%, while donor counts declined 0.8%. The practical takeaway: build a follow-up plan for first-time donors alongside your year-end appeal. Association of Fundraising Professionals

Nonprofits: GivingTuesday is December 1. Now is the time to connect your appeal letters, emails, social posts, and donation page around one clear message and test the entire giving process on a phone. GivingTuesday extends into Generosity Week, December 1–5. GivingTuesday and IAVE are highlighting contributions of time, skills, and money, with free campaign resources available. This creates an opportunity to feature volunteers alongside donors.

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