The strategic nature of digital communications is the key to the development of digital society. Digital transformation is not just the introduction of new technologies into the communication process and investments in new technologies, it is an opportunity to transform the product and change its development strategy. Digital transformation is a comprehensive, strategic approach to any area, including communications. Therefore, in the article, the authors are demonstrating on the example of non-profit organizations (including those with an engineering, technical profile) how strategically you can build communication in the digital space, relying not only on digital social media technologies, but also using various marketing mechanisms to engage audiences in communication at various points of contact.