Charity CX capability report 2025: Closing the enablement gap

Thank you for visiting our stand or attending our speaker session at the CIOF Conference this year. We hope you enjoy our latest piece of research.

The pressure for better CX has become a critical business concern. Costs are up, income is down, and supporter expectations are high. Our research with 145 charity professionals found that investment alone is not enough. A fragmented vision between people, processes, and technology on what CX should look like is stalling progress that could lead to better supporter outcomes.

Read the full report for details on where organisations are struggling in their CX Strategy — and what it takes to make real progress.

CX is becoming increasingly important across the charity sector. However, 60% of charities lack a clear, well-communicated CX vision to maximise ROI.

Our research reveals how a lack of a roadmap derails transformation efforts. Organisations are seeing momentum stall because they fail to create plans that provide strategic clarity for senior leaders across the organisation. Even worse, only 43% of charities can measure CX and improvements over time.

Inside the report, you’ll find the process and cultural elements that help organisations co-ordinate across all dimensions of change.

Charities must break free from data constraints

Data shapes every aspect of CX transformation: strategy, measurement, personalisation, and AI readiness. Yet 68% of respondents identified data capacity as the single biggest hurdle to better CX. Data challenges are found at multiple levels, including:

• Data teams overwhelmed by demand
• Structural issues that ignore data teams as strategic partners
• Complexity caused by differing data requirements
• Legacy systems and technical debt

The report explores the impact of data limitations and ways to navigate the modern CX data landscape.

Take the first steps to better CX

CX transformation is a work in progress. It will require large-scale changes for organisations — in culture, mindset, ways of working, and beyond. The charities that recognise this stand to earn remarkable gains.