This paper discusses how activists in Serbia use available digital tools to gain public attention and achieve the goals they advocate. Based on a review of the interdisciplinary literature on activism in the digital environment, the first part of the text offers an overview of the key opportunities and challenges that digital technologies have presented for activists in informing the public, building community and mobilizing support. After that, the text analyzes the current state of affairs in Serbia and identifies some of the key problems, such as insufficient information and negative public perception of the civil sector, as well as a lack of a strategic approach to communicating with the public in the digital space. Based on a review of available data and the findings of original research, the text also offers recommendations to civil society, donors and researchers in order to help activists plan and implement digital communication strategies more effectively.