Because lack of trust is beginning to change customers’ behaviors in the digital space, it’s a leading indicator of an institution’s overall health—especially if your digital product is your business. That means measuring and optimizing this customer experience metric is more important than ever.

Nonprofit digital “engagement” is an overused buzzword that often lacks any meaning. There is a Venn diagram where your organization’s goals are in the left circle, your personas’ are in the right, and engagement is the overlap in the middle.