How Can Nonprofits Thrive in a Cookieless World?
Written by Mate Tagaj
6 min read
Published on Aug 14, 2024
Updated on Aug 14, 2024
We all spend most of our time on our devices using the Internet, but how many of you actually know how the inner mechanisms of browsing the Internet work and what cookieless world can mean in this context?
Every time you search for something on Google, open up your Instagram account or read your favourite online publication, your browsing experience relies on a complex ecosystem. The same goes for the people who are viewing your organisation’s website.
One of the important parts of this ecosystem, that’s constantly working hard behind the scenes, is cookies. Nope, not the sweet treats you’d usually enjoy with a glass of milk. We mean a crucial component of Internet browsing that can have a huge impact on your website. And not only on your site. It can have a massive impact even on your users’ browsing experience.
What Are Third-Party Cookies?
There are different types of cookies, which can make things a little confusing to get your head around.
First-party cookies are created by the website you’re visiting. For example, like when you’re registering a website and your logged-in status is tracked. Or when you are getting your browser to remember your language selection preference.
On the other hand, third-party cookies originate from a different domain. This happens when a website has content that has been embedded from another source. These could be things like the Google Ads you run on your site, social media plugins for users to view your Instagram feed, or analytics trackers so you can keep an eye on your metrics.
When this embedded content loads, the third-party server can place a cookie on your device. These cookies track your browsing activity across different websites, building a profile of your interests and habits.
For example, imagine someone visiting your website to learn about your latest campaign. They then browse the web, looking for other content. Suddenly, they see ads for your organisation pop up – that’s the power of third-party cookies. These cookies track user behaviour across different websites, allowing advertisers (including nonprofits) to target audiences with relevant messages.
Can People Create a Cookieless World?
Some people don’t like the thought of being watched while browsing the internet.
You might have been there too. So, yes, there are ways that users can block cookies online. Most modern browsers allow people to manage cookies in their browser settings. It will give them the option to block third-party cookies or manage cookies altogether. For instance, here is a guide from Google about how to delete, allow and manage cookies in Chrome.
Are Third-Party Cookies Going Away?
The use of third-party cookies is facing increasing scrutiny due to privacy concerns. Because of the current scrutiny they have come under, major browsers like Safari and Firefox have already phased out their support for third-party cookies.
However, the biggest player in the field is Chrome with 64% of online users using it to browse on the web. Google announced the deprecation of third-party cookies from their end in 2019 and promised to finish the works by 2022. Unfortunately, this didn’t happen yet. According to their Privacy Sandbox initiative, 3rd party cookies should have been phased out by the end of 2024. Later they modified this for the beginning of 2025.
However, the biggest player in the field is Chrome with 64% of online users using it to browse on the web. Google announced the deprecation of third-party cookies from their end in 2019 and promised to finish the works by 2022. Unfortunately, this didn’t happen yet. According to their Privacy Sandbox initiative, 3rd party cookies should have been phased out by the end of 2024. Later they modified this for the beginning of 2025.
For marketers who have relied on third-party cookies to keep users interested in what they have to say, this move would have significantly impacted online advertising and website tracking methods, therefore they were strongly advocating against these actions.
Nevertheless, on July 22nd, 2024 Google made a shocking announcement and reversed its plans on killing third-party cookies. Owing to the increasing concerns of advertisers for, they decided to keep third-party cookies in Chrome and introduce a new experience that lets people make an informed choice that applies across their web browsing.
What Would a Partially Cookieless World Mean For Nonprofits?
For marketers and communication specialists, a cookieless world means the decline of third-party cookies and not a fully cookie-free browsing experience. For nonprofits it means that you will have less (not zero) data on how website visitors are interacting with content on the web. This could make it harder to:
- Target the right audience: Previously, you could use third-party data to show ads to people with a history of supporting similar causes. Without most of this information, reaching the most receptive audience would become more challenging.
- Measure campaign performance: Tracking website conversions (like downloads or volunteer sign-ups) often relies on third-party cookies. This data helps nonprofits understand the effectiveness of their online campaigns. In a partially cookieless world, nonprofits would need to rely on less direct and more predictive data.
But, just because there are some negatives, it doesn’t mean that it’s not possible to adapt and create a new strategy that can be just as effective.
How To Create A Strategy With Much Less Third-Party Cookies?
As a website owner, you’ll need to adapt your strategy for a cookieless world with third-party cookies going away. Here are some potential solutions:
- Focus on first-party data: Collecting and leveraging first-party data, gathered directly from website visitors through consent forms and user interactions will become more crucial in your communication strategy.
- Contextual targeting: It may be harder to track individual users now. However, you can still look into contextual targeting based on website content and broader audience demographics. It’ll still allow you to identify trends and reach large audiences.
- Consent-based solutions: GDPR and online consent have been hot topics in the past few years. Transparency and user consent will be essential for building trust and collecting valuable data on your users.
- Create high-quality content: High-quality, engaging content that resonates with your target audience will naturally attract visitors. Now is the time to invest in creating compelling stories, impact reports, and informative articles to draw people to your website.
- Embrace social media: Social media platforms offer powerful targeting options based on user interests and demographics. Nonprofits that build a strong social media presence and use their advertising tools can reach a huge number of potential supporters.
As third-party cookies become less used online, it’s going to shake up how people approach digital marketing. Whether you’re a nonprofit or a huge brand, a lot will change.
It’s important to focus on building trust with users and collecting data responsibly rather than relying on third-party cookies to do a lot of the heavy lifting for you.
But there are some wider benefits. Users, for example, will benefit from having more control over their online privacy and the data they share with organisations. This means that if they choose to provide their information to you, you know they’re truly invested in your cause.
A Future For Nonprofits in a Cookieless World
The decline of third-party cookies may seem like a setback, but it could be a great chance for you to build stronger relationships with people invested in your cause.
By focusing on first-party data, transparency, and content creation, you can cultivate a loyal audience base that actively engages with everything you put out – which ultimately will lead to a more sustainable and successful online presence for your organisation.
Do You Need Support?
While navigating the cookieless world can be daunting, you don’t need to figure this out alone. Our team understands the challenges nonprofits are facing in this evolving landscape and can help you develop strategies to ensure your website and outreach efforts remain effective and GDPR compliant.
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Let's discuss how to future-proof your organisations digital presence for continued success on the web without third-party cookies.