Why not-for-profits need a smarter digital strategy now more than ever

Jan 09, 2026

Digital Strategy Not for Profit

In a time of economic uncertainty, tightening donor wallets, and shrinking public funding, not-for-profits (NFPs) are facing mounting pressure to do more with less. Despite their important missions, many NFPs struggle to compete for attention in a digital-first world.

Yet the data is clear: digital transformation is no longer optional, it’s essential.

The donor landscape has changed

Today’s donors are navigating an unpredictable economy. Research shows:

Permanent income has a positive correlation with charitable giving.
Income variability and job uncertainty — especially during volatile periods — have a strong negative effect on donations.

In short: if people are unsure about their financial future, they give less. At the same time, those who do give are becoming more selective. Donors are demanding transparency and values alignment. They want to see where their money goes and how it makes an impact.

Adding to this, support is shrinking for Canada’s 136,000 NFPs, pushing organizations to find new, sustainable channels to drive donations, engage supporters and remain visible.

Digital marketing: an untapped opportunity

Non-profit marketing has been around for over 50 years — first championed in a 1971 article by Kotler and Zaltman. They argued that NFPs can and should use marketing strategies to raise awareness, build loyalty and achieve goals just like any business.

But here's the reality today:

Fewer than 50 per cent of small to medium NFPs have a digital marketing strategy.
While most have at least one social media account, many don’t use them effectively.
A staggering 70 per cent lack a coherent email marketing strategy, even though they’re sending emails regularly.

These gaps create missed opportunities for connection, visibility and fundraising.

Meanwhile, for-profit organizations are nailing this:

Hubspot: Content strategy that nurtures leads.
Wendy’s: Relatable, engaging social voice.
Amazon: Precision in email marketing.
Netflix: Mastery of data-driven personalization.
Dove: Brand storytelling that resonates emotionally.

NFPs can adopt these same strategies adapted to their missions to build deeper relationships with supporters and improve fundraising ROI.

Barriers to going digital

So why the lag? According to research by Ebrahim Mazaheri at Wilfrid Laurier University’s Lazaridis School of Business and Economics, the top six barriers NFPs face in going digital include:

Lack of skills and human resources
Limited budgets
Absence of strategic planning
Perceived complexity
Time constraints
Fear of reputational risk

Social media challenges: beyond slacktivism

Social media presents opportunity, but also risk. One major challenge is slacktivism, where people "like" or share a post, but take no further action.

Public slacktivism (for example, sharing posts) can actually decrease real-world engagement.
Private support (for example, anonymous petition signing) tends to drive deeper, more lasting commitment.

Offline social influences, such as wearing a donation badge or lapel pin, are more powerful than online engagement alone. This nuance is vital when designing campaigns for both acquisition and retention.

What about AI?

AI is reshaping how people discover and evaluate charities.

Tools like Donorbox and Dataro help NFPs predict donor behaviour and optimize fundraising.
Charity Navigator and GuideStar feed data into GenAI platforms, which summarize reviews, evaluate transparency and make recommendations.
GenAI uses your online reputation, reviews, third-party ratings and impact reports to rank you, not your offline flyers or print ads.

If your digital footprint is thin or outdated, AI-powered tools will ignore you — and so will donors.

Online reviews matter (more than you think)

Online reviews influence nearly 93 per cent of consumer decisions, and increasingly, this applies to donor behaviour as well.

Many people now use AI to summarize reviews, rather than browse individual sites.
Only 13 per cent of NFPs use online reviews as a key insight source despite 88 per cent saying feedback is a priority.
Positive reviews (even just 4.7 stars) create credibility. Low scores (for example, 3.0) are tolerated more for charities than for, say, restaurants.

NFPs need to solicit, monitor and respond to reviews, plus build them into their strategy, just like for-profits do.

Five key takeaways for NFPs

Invest in your digital and social strategy. Having accounts isn’t enough. Know your goals, track performance and engage your audience with intention.
Turn supporters into advocates. Encourage them to leave reviews, share testimonials and post about their experiences. Give them links, QR codes and reminders to make it easy.
Look professional online. Keep your site updated, mobile-friendly and user-focused. Consistency in messaging and branding helps build trust with donors and algorithms.
AI will judge you. Search engines and GenAI tools evaluate your digital footprint to rank and recommend your organization. Make your impact and mission easy to find and understand.
Partner with post-secondary institutions. Work with faculty and students to solve real problems from data analysis to campaign design. It’s low-cost, high-impact and a great way to build future non-profit talent.

Final thought: digital is a mission multiplier

Digital marketing doesn’t just help non-profits survive; it helps them thrive. The tools and tactics that power billion-dollar brands are accessible and adaptable for mission-driven organizations.
NFPs must start with a plan, build on strategy and use the digital world to its fullest potential -- not just to be seen, but to be supported.

Sources:

Authors:
Kate Tippin, Director of External Relations, Lazaridis School of Business and Economics at Wilfrid Laurier University
Ebrahim Mazaheri, Associate Professor, Lazaridis School of Business and Economics at Wilfrid Laurier University

AUTHORED BY

Kate Tippin

Director of Lazaridis External Relations Wilfrid Laurier University