Who follows our work and what do they expect from it? This was one of the questions the Prague-City for Life team asked in a project supported by the Stronger Roots program. The goal was to map its community of supporters, to better understand them, and adjust not only its communication methods but also the organisation’s strategy of engaging people accordingly. The surprising discovery that there were few young people among the newsletter subscribers resulted in Arnika establishing a successful Instagram channel. Arnika also established a new communication platform for civic associations.