AI emerges as the key tool for 70% of nonprofit
organizations looking to increase personalization and improve
customer experience
Twilio (NYSE: TWLO), the customer engagement platform that
drives real-time, personalized experiences for today’s leading
brands, today released its State of Nonprofit Digital Engagement
Report from Twilio.org, which highlights the impact of new
technology on engagement in the nonprofit sector, including public
sector, healthcare and education institutions classified as 501c(3)
organizations. In its second edition, the report reveals how
nonprofit organizations are embracing and implementing new
technology, such as AI, to engage their end users.
Twilio’s research shows that 90% of organizations surveyed in
the nonprofit, education, and healthcare sectors are leveraging AI
for one or more engagement and marketing use cases, including
customer engagement platform, contact center, survey platform,
customer analytics, and more. Nonprofits are integrating AI faster
than the private sector, with 58% of nonprofits using AI with their
CPaaS solution, compared to 47% of B2C businesses in the private
sector. Further, 68% of nonprofits are using AI to analyze end user
data to understand their needs and pain points, compared to 64% of
B2C brands. Strong digital engagement is critical to success,
according to 87% of nonprofits, to better reach, enroll, and serve
new users, and they are turning to AI to accelerate and improve
these efforts.
“Building strong relationships with stakeholders is core to
nonprofits’ ability to achieve their missions, and AI is helping
them scale these engagements,” said Erin Reilly, Chief Social
Impact Officer & GM of the Social Impact Business at Twilio.
“As nonprofit organizations continue to innovate with AI, listening
to what their end users want and sharing how they are using
technology transparently will be important to building trust. Those
that can balance personalization and transparency with AI-driven
digital engagement will have the ability to further their impact
and scale their missions.”
AI helps nonprofit organizations across sectors achieve
stronger returns from digital engagement
The report found that most nonprofits are aware of the need for
better personalization, as 71% of organizations say personalized
communications is a top priority in 2024, with AI boosting efforts.
Across sectors, organizations are seeing success implementing AI.
Examples include:
- In the healthcare sector, where patient satisfaction has a
large impact on revenue, nonprofits are primarily leaning on AI to
accelerate patient response times and improve patient satisfaction
scores. As a result of implementing AI, 50% of healthcare
organizations report better experiences for their patients.
- The education sector uses AI to connect with students across
messaging platforms, as so many of them are from younger
generations that are more apt to using messaging platforms.
Education organizations report their top AI benefits include faster
response times (47%), better data-driven decision making (41%), and
improved student retention (40%).
- Nonprofits from traditional focus areas such as community
improvement, housing or humanitarian aid report that their top
benefits of AI in user engagement are better data-driven decision
making (42%), faster response times (40%), improved participant
retention (38%) and improved participant satisfaction (38%).
- Just over half of public sector organizations that use AI for
constituent engagement experience higher constituent satisfaction
(51%), better decision making (51%), and faster response times
(50%).
For example, Polaris, the operator of the U.S. National Human
Trafficking Hotline, built a contact center system within Twilio
Flex that combined all their channels – IVR, telephony, SMS, chat,
online webform, and email – into a unified, simple support
platform. Now, hotline advocates have a simple and
easy-to-navigate, single-pane interface for all outreach channels
that displays relevant information about each potential trafficking
situation to help them better serve the person needing support.
This has ultimately led to a significant reduction in wait times,
saving critical time in high-stakes cases where every moment
counts. Plus, hotline advocates have experienced a 45% reduction in
workflow steps, and half as many loading screens to wait through
compared to their previous system, making their jobs easier, more
impactful, and enabling them to help more victims in less time.
End users want more transparency around how nonprofits are
using AI
While 83% of nonprofits believe they are transparent about how
they use AI, only 38% of end users feel that nonprofits are
transparent. This reflects a similar gap between for-profit
companies and their customers, where 94% say they’re transparent
with customers around how AI uses their data, while only 37% of
customers agree. This presents an opportunity for nonprofits to
improve as they increasingly adopt AI into their customer
engagement. Nonprofits that clearly communicate with end users
about how and why they’re using data will build trust and can drive
better outcomes for their stakeholders, whether it be patients,
students, constituents or beyond.
To keep pace with AI innovation and end user demands,
nonprofits are becoming a new destination for developer
jobs
88% of nonprofit organizations are planning to hire one or more
developers in 2024. On average, organizations are planning to hire
six developers this year. Additionally, roughly 3 out of 4
organizations plan to seek a moderate to large amount of outside
technology support. With nonprofit organizations continuing to hire
the right talent and supplement their workforce with pro bono work,
they’ll be better positioned to accomplish their goals and deliver
positive experiences for end users.
As nonprofit organizations continue to find new ways to provide
value and relevance to their end users, AI is becoming a
cornerstone technology that has the ability to create better
experiences, stronger loyalty and help nonprofits achieve their
missions.
Learn more about AI’s impact on nonprofit digital engagement and
read the full report here.
Methodology:
Twilio.org conducted this research between March 21 and April
11, 2024, gathering survey responses from 1,440 nonprofit employees
and 1,500 end users in the United States and the United Kingdom.
The survey targeted full-time employees of nonprofit organizations
with 50+ employees who served as a manager or above in education,
healthcare, public industry sectors, or classic nonprofits and have
used one or more digital channels to communicate with their end
users. It also collected responses from end users who are at least
18 years of age, have accessed services from a relevant nonprofit
in the past 12 months, and have used one or more digital
communications channels to communicate with that organization
Additional methodology details are available in the full report
here.
About Twilio
Today's leading companies trust Twilio's Customer Engagement
Platform (CEP) to build direct, personalized relationships with
their customers everywhere in the world. Twilio enables companies
to use communications and data to add intelligence and security to
every step of the customer journey, from sales to marketing to
growth, customer service and many more engagement use cases in a
flexible, programmatic way. Across 180 countries, millions of
developers and hundreds of thousands of businesses use Twilio to
create magical experiences for their customers. For more
information about Twilio (NYSE: TWLO), visit: www.twilio.com.
About Twilio.org
Effective communication and engagement play a critical role in
helping social impact organizations meet the increased demand for
their services. Twilio started Twilio.org to be the engine behind
social impact organizations, helping them use Twilio technology,
people, and funding to supercharge their reach. Twilio.org partners
with thousands of organizations advancing social good - from
nonprofits and NGOs, to universities, hospitals, and local
governments - to deliver critical services and support to over half
a billion people around the world.
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version on businesswire.com: https://www.businesswire.com/news/home/20240912609855/en/
Media Contact: Press@twilio.com
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