While the world moves forward digitally, many Canadian nonprofits are being left behind. The quiet struggle isn’t just about outdated websites—it’s about lacking the tools, training, and funding to keep up. For more than half of nonprofits, the gap between what’s needed and what’s possible is growing. Sometimes, standing still feels like falling behind.
Communicating nothing is communicating something.
In the nonprofit sector, silence can be louder than words.
When organizations stop or struggle to communicate—whether with staff, volunteers, funders, or the communities they serve—that silence sends a message of its own. It can suggest uncertainty, disconnection, or worse, indifference. In times of challenge or change, saying nothing isn’t neutral—it risks eroding trust and weakening relationships that are often already stretched thin.
That’s why communication—clear, consistent, and human—isn’t a luxury; it’s a core part of nonprofit resilience. Even when answers are uncertain or resources are tight, reaching out matters. It signals presence, care, and accountability. It also shows that the work is happening—that people are engaged, progress is being made, and the mission is alive. In a sector built on trust and relationships, keeping the conversation going is one of the most powerful tools we have.
Too often, nonprofits under pressure also choose silence to avoid conflict, delay decisions, or wait for the “perfect” message. But perfect rarely ever comes. And in the meantime, people notice the gaps. Staff wonder what’s going on. Partners feel left out. Communities lose trust. This is compounded by the fact that 82% of fundraisers cite limited staff and resources as their biggest challenge to increase donor retention rates.
In 2021 54% of charity leaders reported lacking either the funding or the necessary skills for digital adoption. And research from 2023 showed no significant improvements. In fact, 60% of charities—up from 54%—reported they will soon struggle to do their work without better digital capabilities. 48% said they lack the necessary skills and expertise, and 62% say they don’t have the funding to make those improvements.
Good intentions don’t communicate themselves.
That’s why in our own work — as an arts- and creative leadership-focused climate entrepreneurship program — we’ve made communication and digital adoption a core part of what we do. This year, we’ve dedicated real time and energy to learning and teaching how to better use our content management systems more effectively.
As part of our arts and community internship and mentorship program, we’ve been training our board members, volunteers, and artists to use these tools. Every day, someone posts something — a photo, a reflection, a small update. It might be simple, but it’s consistent, and it keeps us connected and visible. It builds confidence. It builds trust. This consistent effort is crucial, as social media platforms algorithmically reward users that post diverse content regularly, and 94% of consumers/donors form their first impression of a brand based on its website’s design.
Artificial Intelligence and the NonProfit Sector
90% of organizations surveyed in the nonprofit, education, and healthcare sectors are leveraging AI for one or more engagement and marketing use cases, including customer engagement platform, contact center, survey platform, customer analytics, and more.
Because communication is relationship-building. It’s how we stay accountable to the people who believe in this work. And silence — even unintentional silence — can quietly erode that trust over time. Donors and supporters want regular updates about their impact, yet only 36% of nonprofits provide them.
Those outdated or poorly designed websites also convey an impression that an organization lacks a focused, long-term strategy, undermining credibility and trust. So the next time there’s hesitation, remember: communicating nothing is still communicating something.
And if we want to lead, we have to show up — even if it’s just one small post at a time.
Canadian Innovation Week 2025
Taking place from 26-30 May, Canadian Innovation Week brings together innovators, partners, and communities from across Canada to spotlight how bold ideas are making a real impact – from local projects to global breakthroughs.
