2024 State of Nonprofit Digital Engagement Report

Background

Using audience and data analytics to meet an individual’s needs isn’t just a good example of personalization – it’s what modern customers and end users (particularly those from the Gen Z and Millennial generations) expect to receive. Whether someone is accessing healthcare services, enrolling in education, or engaging with B2C brands, personalization is anticipated in every facet of life.

When we talk about personalization, we’re referring to the use of audience and data analytics to meet the individual needs of end users. Personalization empowers organizations to accurately tailor their content, recommendations, products, services, and communications based on an individual’s preferences, expectations, and interests.

In the B2C world, our research shows that 64% of Gen Z and 56% of millennial consumers say they’ll stop using a brand that doesn’t meet their personalization expectations. So if you’re not tailoring communications based on an individual’s preferences, expectations, and interests, you’re essentially nudging them toward the door.

Just as many B2C companies are falling short when it comes to personalization, nonprofits also have lots of work to do. While conflicting perceptions often occur in our research, this is an area where nonprofits and their end users agree: end users only feel understood about half the time.

This finding is notable because 68% of nonprofits are using AI to analyze end user data to understand their needs and pain points, compared to 64% of B2C brands that are doing it. And the majority of organizations “moderately” or “strongly” agree they have a deep understanding of their end users.

Percent of nonprofits say personalized communications is a top priority in 2024

Even digital leaders aren't personalizing as much as end users want

Given the importance of personalization, it’s notable that digital leaders are only personalizing their end user engagement 58% of the time. Beginner organizations fall well below that mark, only personalizing 35% of the time.

Personalization of end user communication by maturity level

Obstacles to understanding

Organizations must overcome numerous hurdles in order to improve their personalization. Budget constraints and the changing needs of end users are most frequently cited, followed by connecting end user data and compliance concerns.

Top challenges to understanding end users according to nonprofits

Actionable insights

It’s clear that most nonprofits are aware of the need for better personalization, as 70% of organizations say personalized communications is a top priority in 2024. Fortunately, leader organizations are providing them with a blueprint for success, as these organizations consistently report doing a better job of delivering a personalized experience to their end users.

It all starts with drawing from end user data such as demographics, interests, and behaviors to build stronger connections. For example, a basic form of personalization in an email would be using the recipient’s name. You could then take it up a notch by adjusting the send time based on their location and including a call to action based on their previous donations with your organization.

More than 70% of leaders personalize their engagement “often to always.” To gather the data necessary for accurate and relevant touchpoints, 85% of these organizations are focused on using machine learning/AI. Only 47% for low maturity organizations are doing the same.

One of the most popular use cases in our survey was personalizing content and marketing (email, website, ads, etc.) using AI. Let’s look at some other successful applications within the various nonprofit segments.

Education organizations are leading the way, personalizing their engagement 50% of the time. For example, schools are using Twilio Flex to provide personalized support to prospective students. Reviewing data from systems like their recruiting CRM and Student Information System (SIS), admissions counselors can personalize the support provided to students through crucial steps like securing financial aid.

Healthcare reports the lowest level of personalization, at 44%. This is unsurprising, as healthcare organizations often struggle to create accurate personas due to their reliance on disparate systems. Twilio’s Segment Customer Data Platform (CDP) helps address this issue by creating patient profiles that can predict future health events. For example, you could estimate disease risk or identify preventative care management actions guided by these insights.

As organizations continue to find new ways to use personalization to provide value and relevance to their end users, it’s likely that more end users will feel understood in the future. And that understanding on the individual level naturally translates to better experiences and stronger loyalty.

Explore the data

Sector-specific insights for nonprofits, public sector, and 501(c)(3) healthcare and education

Percent of this sector that personalizes end user communications

Sector vs. End Users on whether orgs 'always' personalize user communications

Percent of end users who report that personalization is highly important

Percent of time this sector personalizes engagement by maturity level

Nonprofit spotlight

“Now advocates can really see who they are communicating with, what referrals have been provided, what worked, what didn't, what we want to know, and teh safety considerations... This has really changed how advocates work and helps them feel more confident when interacting with people in need of support.”

Megan Cutter

Managing Director, Polaris

Increasing personalization with a unified communications platform

To make its U.S. National Human Trafficking Hotline more effective, Polaris sought a way to better understand and support victims and survivors of sex and labor trafficking. Twilio's Flex platform provided the solution.

Polaris has traditionally offered five different channels for end users to reach out and find support: phone, text, webchat, online reporting, and email. While this multi-channel approach was convenient for end users, the platforms weren’t unified and advocates struggled to manage all the different interfaces. This meant that crucial context was lost and advocates weren’t able to personalize their support as much as they hoped.

With Flex, all communication channels are unified into one platform, streamlining interactions and enabling advocates to deliver faster, more personalized assistance.