Purpose: Cyber incivility is a form of unsociable speech and a common daily workplace stressor. The purpose of this paper is to explore the impact of cyber incivility on non-profit leaders in Canada and share an intimate portrait of their personal experiences and perceptions. Design/methodology/approach: The study advances our understanding of how qualitative methods can be introduced into the study of a phenomenon which has been broadly examined in a positivist tradition. The paper draws epistemologically and methodologically on a fusion of critical discourse analysis and auto-ethnography to present emic and experiential insights. Findings: The findings offer three conceptual contributions: to introduce a novel qualitative method to a dynamic field of study; to advance a critical dimension to our understanding of cyber incivility; and to explore the challenges which emerge when qualitative research must draw largely on positivist, quantitative literature. Additionally, this paper makes three contributions to our understanding of cyber incivility: by introducing organizational context conditions which encourage incivility; by identifying commonalities between incivility and bullying, by challenging the existing taxonomy; and by examining the personal experiences of non-profit leaders in Canada (in operationalized settings). Originality/value: Quantitative analysis has been limited to the relationship between supervisor and employee and consisted mostly of cross-sectional self-report designs, online surveys and experimental manipulation in simulated workplace environments. This study serves up a deeper analysis from within organizational environments.