Whether you’re battling “David vs. Goliath” odds or just trying to get your campaigns seen, the digital landscape for Canadian nonprofits has shifted under our feet. Gone are the days of easy reach on Facebook; we’re now in an era of fragmented platforms and hyper-personal engagement.
I recently sat down with Steve Anderson, co-founder of New Mode, to discuss the Future of Political Engagement research project. We dove deep into what’s actually working (and what’s fading) for mission-driven organizations in North America. Here are the top seven insights to help your nonprofit cut through the noise.
01 THE ALGORITHM TAX
We have to face the reality that traditional “blast” posts from organizational pages are being deprioritized by platforms that want us to pay for reach. Steve points out that Facebook and LinkedIn effectively “tax” organization profiles, showing content to fewer people to encourage ad spend. To beat this, we need to lean into organic sharing, where supporters post directly to their own personal feeds.
02 BLUESKY IS RISING
While it’s not yet a platform for the general population, Bluesky has become a powerhouse for the progressive nonprofit niche. The data shows incredibly high link-click rates here because the platform doesn’t “punish” you for sending users to external websites. If your audience is politically active and tech-savvy, this is where you’ll find your most engaged advocates right now.
03 THE POWER OF THE PRIVATE CHAT
WhatsApp and SMS are seeing response rates up to three times higher than traditional email campaigns. Because these spaces are personal and opted-in, a message shared in a local neighborhood or school group carries much more weight than a public post. We should be encouraging our supporters to share our calls to action directly within their private digital circles.
04 STORIES OVER STATIC POSTS
On visual platforms like Instagram and TikTok, vertical video and “Stories” are outperforming static grid posts by a landslide. These formats generate roughly 2.4 times higher click-through rates because they feel more authentic and “human” to the viewer. For nonprofits, this means a quick, unpolished 60-second video from a campaigner is often more effective than a high-production graphic.
05 TAGGING FOR IMPACT
Symbolic petitions and hashtag campaigns are losing their luster; supporters want to know their actions actually land on a decision-maker’s desk. New/Mode found that tagging elected officials directly on social media—social advocacy—is one of the most valued tactics by both campaigners and supporters. It creates an unmissable flood in the official’s mentions and creates a public trail of accountability that is impossible for their staff to ignore.
06 PERSONALIZATION AT SCALE
Decision-makers are savvy—they can spot a “form letter” from a mile away and often filter them out. Using generative AI tools to vary subject lines and message bodies, or encouraging supporters to add a personal “why,” significantly increases the weight a politician gives to that communication. Even small variations in a message can help it bypass government IT filters and ensure a constituent’s voice is heard.
07 EMAIL IS STILL THE MOTHERSHIP
Despite the excitement of new platforms, we must remember that we don’t own our social media followers—the algorithms do. Steve emphasizes that the goal of social engagement should always be to bring people back to your own mailing list where you control the relationship. Use the “buzz” of social media to find new people, but secure their long-term commitment via email and direct messaging.
About the Presenter
Steve Anderson is the Co-Founder and Chief Strategy Officer of New Mode. A veteran movement builder, Steve previously founded OpenMedia, where he grew a community of over one million digital rights advocates.
New/Mode is a civic action platform for campaigns that matter. Launch your campaign in minutes, target decision makers, and grow a community that is impossible to ignore. You can try the platform for free here: https://www.newmode.net/
And New/Mode will give the Techsoup community (that’s you) a 20% discount for anyone who signs up to a paid account before March 31! To claim your discount book a demo and mention that you heard about the discount from TechSoup.