Digital Transformation in Civil Society: Mapping the Evolving Strategies of Advocacy NGOs in the Western Balkans

Abstract

This paper examines how advocacy-oriented NGOs in the Western Balkans navigate digital transformation. Using qualitative methods, including interviews and digital ethnography, it explores how digital tools are reshaping organisational coordination, civic mobilisation, and public advocacy in Albania, North Macedonia, and Serbia. The study reveals a wide range of digital practices—from sporadic social media use to sophisticated digital campaigns—and highlights both the enabling and constraining effects of digitalisation in politically restricted and infrastructure-limited environments. Rather than merely adopting technology, digital transformation for civil society involves rethinking communication, organisation, and mission strategies. While digital tools offer increased outreach and engagement, they also pose challenges such as algorithmic marginalisation, cybersecurity threats, and reliance on opaque platform governance. In contexts where traditional media is state-influenced, digital platforms offer alternative avenues for civic expression—but not without risks. In Serbia, NGOs face digital surveillance and online harassment. In Albania, weak infrastructure and access disparities hinder engagement. North Macedonia, by contrast, benefits from stronger infrastructure and civic literacy, enabling more advanced digital advocacy. The research highlights the divide between under-resourced NGOs using ad hoc strategies and better-funded ones experimenting with data-driven, hybrid activism. Digital literacy, organisational capacity, and strategic vision emerge as key differentiators of impact. Platform governance plays a critical role. NGOs dependent on platforms like Facebook or YouTube are affected by algorithms and moderation practices that can restrict visibility and impact. This raises concerns around digital sovereignty and accountability. Ultimately, the paper argues that digitalisation alone does not guarantee civic empowerment or democratic progress. Outcomes depend on a mix of organisational choices, policy contexts, and digital infrastructures. Understanding how NGOs in the Western Balkans adapt to these dynamics offers important insights into the evolving role of civil society in semi-democratic settings.

Received: 25 May 2025 / Accepted: 20 July 2025 / Published: 01 August 2025