In this guide, we’ll be going through the most effective communication channels for discussing sensitive issues. Looking a some of the data from our own research to understand how people prefer to communicate. The channels of communication to be considered include chatbots, face-to-face, email, phone, and social media.
With a focus on charitable organisations, we also consider the principles of this guide to be helpful in other contexts. Including healthcare, customer services, and HR.
Our survey included men and women across a 21 – 50+ age group and results demonstrated varied preferences across ages. Your audience’s preferences should influence your choice of communication channel to meet clients’ expectations. The rising influence of Artificial Intelligence (AI) was also present in our research. If organisations are to build a future-proof strategy, including AI now is a good idea. Especially with younger audiences embracing AI now, as they get older, they will expect it as a primary channel.
Research Findings
Our research was conducted in two phases. Phase I included 122 respondents and Phase II included 701 respondents of differing age and gender to reflect the UK population.
Talking to a person (41.9%)
Human connection paramount. Phone lines and in-person consultations where possible, and AI-assisted tools can also personalise virtual interactions, combining efficiency and empathy.
Being anonymous (27%)
Channels allowing anonymity is crucial. Online platforms, encrypted messages, and anonymous helplines ensure client confidentiality. Fostering trust and honest discussion.
Relevant information (22.1%)
Precision in communication keeps clients trust and engagement. So, a mix of automated and human operated channels with up-to-date, accurate information is essential. AI can play a role in filtering information and personalising information for individual needs.
24-hour access (9%)
Technology is instrumental in providing 24/7 support. AI powered chatbot and online portals, backed by human support, ensure clients with diverse schedules urgent needs get timely assistance. Combining AI efficiency and human empathy, hybrid models can optimise this element.
- The male respondents age distribution was 30.3% 21 – 34 years, 47.6% were 35 – 49 years and 22.1% were 50+ years.
- The female respondents age distribution was 32% 21 – 34 years, 36.3% were 35 – 49 years and 31.7% were 50+ years.
Considering Communication Channels
Choosing how you communicate with your audience doesn’t have to be a hard decision. Understanding your audience’s preferences and following the tips in this guide can help you better approach your customers and help them with their decisions.
Chatbot support
The Benefits
Let’s start with efficiency.
What do you think the top results were when I searched ‘call centre wait times in the UK’ hmm?
- ‘HMRC slammed as phone line waits get even longer’
- ‘The call centre wait times that leave customers hanging on for up to 85 minutes’
Today’s AI assistants have improved greatly over the years and are renowned for their fast response times. They’re particularly useful to organisations with a high volume of inquiries. Allowing resources to be delegated with more relevance to the requirements of each customer query.
Next, let’s consider consistency
AI assistants reduce the variability of responses that come with human customer service agents. Providing uniform responses. This is particularly relevant to organisations that follow strict guidelines and regulations. Service quality doesn’t change so the standard of care and professionalism is upheld.
Not everyone wants to be known
Anonymity is particularly important for discussing sensitive issues. If someone has to log in or tell a stranger their full name and email address to access an organisations service, it defeats the purpose. AI assistants are emotionless and don’t hold judgment, creating a safe place for individuals looking to discuss their sensitive issues and looking for support.
24/7 Availability
One of the major advantages of AI assistants is their constant availability. The nature of your organisation will determine how important this is to you. The unwavering availability can be instrumental in providing first-response support.
Accessible
Neurodivergence (autism, ADHD & sensory processing disorder SPD) makes it difficult to engage via phone or face-to-face. So chatbots give neurodivergent individuals the time to consider their questions and absorb answers in their own way. In our experience with Pat, the sexual health chatbot we built with Positive East, this communication channel has been very useful to those with social and sensory issues.
The Negatives
There are significant benefits to including a chatbot communication channel, however, there are some things that it just can’t do very well.
Empathy
The benefit of anonymity is shadowed by the emotionless nature of chatbots. The inability to exhibit emotions can hinder genuine emotional connection. However, this isn’t surprising to many so it’s unlikely that people will go to a chatbot seeking genuine emotional connection.
Limited understanding
AI chatbots are limited in their understanding, and despite the advancement of technology, they can’t understand all the nuances of human language and emotions. Humans are messy.
Security
The potential for data breaches and misuse is a concern when it comes to chatbots. So organisations will need to invest in suitable security measures.
Regulatory compliance
Chatbots need to comply with legal and ethical standards. Keeping up with legal frameworks requires ongoing adjustments to systems to remain compliant.
Face to Face Support
The Benefits
Empathetic understanding
There are many benefits to face-to-face support and the first is empathetic understanding. Physical presence allows both parties to read non-verbal cues, body language, and facial expressions. The underlying emotions associated with sensitive issues are much clearer in this channel than in all other forms of communication.
Adaptability
Being in the same room with someone means you have the adaptability that comes with real-time interactions. A particularly important channel of communication for charity and healthcare representatives. Representatives can adapt their approach in response to an individual’s emotions so they feel supported and understood.
Reliably understood
This channel minimises the risk of miscommunication and allows immediate clarification of ambiguous statements.
The Negatives
Availability
Despite the benefits, the big downside of face-to-face support is hampered by availability constraints. The client and representative must be available at the same time and place. A problem particularly affecting those that live in remote areas or need immediate support.
Human error & bias
The nature of human interactions can sometimes lead to misunderstandings or misinterpretations that then require rigorous training to mitigate errors. Unconscious bias isn’t limited to gender, sex, or race, it includes weight, height, and names.
Higher cost
There are additional expenses that come with in-person meetings, such as travel, the venue, and the time expenditure. His is an important one for charities with a very limited budget. Smaller charities are feeling the cost-of-living crisis as the public is less inclined to donate.
The lack of privacy
For individuals wanting to discuss a sensitive issue, they will have to weigh up the prospect of going into a building and being seen by a member of staff with the privacy of another channel of communication.
Email Support
The Benefits
Thoughtful detailed communication
Email allows more time to formulate their thoughts so sensitive issues are addressed carefully and with more detail.
Written record
Both parties will have an automatic record of the conversation, which can be beneficial to both parties. Clients can revisit any information, and organisations can make sure of the consistency and quality of their communication.
Anonymity
Non-personalised email addresses can offer a layer of anonymity so sensitive issues can be discussed openly without fear of judgment or breach of privacy.
The Negatives
Slower response time
Can lack the immediacy of other communication channels like calling on the phone and AI assistants.
Potential misunderstandings
Lack of non-verbal cues, real-time clarification, and poor grammar can lead to misunderstandings.
Control over visibility
Organisations that have shared inboxes mean that the client has very little control over who sees their information.
Lacks tone
This channel lacks emotional nuance, and empathy expressed through tone of voice.
Phone Support
The Benefits
Human interaction
Provides immediate assistance and responses (depending on call volume and if you’re put on hold). The tone of voice also more effectively conveys emotion.
Preferred for complex matters
Real-time interactions mean questions can be answered and more can be discussed by phone.
The Negatives
Limited availability
Support can be constrained by the availability of staff and operational hours. Plans may face waiting times or the unavailability of assistance during emergencies or outside business hours.
Potential privacy concerns
Sensitive conversations require the utmost privacy. Phone calls can sometimes be overheard, and there’s a risk of information breach. Charities must ensure stringent measures to mitigate these concerns and assure clients of confidentiality.
Cost implications
Establishing and maintaining a comprehensive support system can be costly. Expenses include staff, training, technology, and structure. Charities must weigh these costs against the quality and extent of support provided to ensure sustainability.
Social Media Support
The Benefits
Quick response time
Social media allows charities to respond to queries and concerns quickly. The interactive nature of platforms like Facebook X (formerly Twitter), and Instagram allows for a dynamic exchange of information.
Public visibility.
The public nature of social media can work in favor of people working with urgent issues. Because conversations unfold in the public domain, they gain visibility, and the collective gaze of the online community can catalyse support and action.
Access to a community of peers for support
Social media fosters communities. Where individuals can share their experiences and insights. The communal support can be instrumental in navigating sensitive issues, offering solace and solutions grounded in lived experiences.
The Negatives
Privacy concerns
The public nature of social media poses significant privacy concerns. Conversations around sensitive issues require discussion. People might hesitate to share their challenges in a space where their issues become visible to a global audience.
Potential for public exposure
Individual stories and struggles conversant Lee become public, leading to stigmatisation and judgment.
Inconsistent quality of advice
Whilst community can be good, the quality of advice and social media can be inconsistent. Well-intentioned advice can be misguided and misinformed. Expert support will be needed to help clients discern and validate the information they receive online.
Overall
If serving clients better is a priority, then audience preferences should influence your choice of communication channel(s). You definitely don’t need to limit communication to one channel, multi-channel communication is also a good solution. Blending your audience’s desire for anonymity with a later preference for more in-person support.
Japeto’s research into what people valued most when reaching out to discuss sensitive issues and segmented the audience by gender and age.
There was very little difference between men and women, but a definite variation based on age. Both men and women in the age group 21 to 34 valued being anonymous more than the other ages. It seems the desire for anonymity decreases for more mature clients.
The need for 21 to 34 year-olds to talk to someone is also low compared to the other age groups. Both anonymity and the reluctance to talk on the phone may be related to Millennials and Gen Z being dubbed the mute generation.
Research published by the EU Business School shows that 81% of millennials get anxious before making the call. In addition, young people believe calls are rarely private. They can send text messages in a room without anyone knowing what they’re saying. This reluctance to make calls is known as telephonophobia.
There’s also a slight preference by the younger age group for 24-hour access. This may be because they are more digitally connected and have an always-on lifestyle. It’s clear from this data that age will influence communication preferences, and it would be wise for organisations to consider the age of their audience when they’re making investment choices.
Charities View of Digital Communications and AI
The communications channels that charitable organisations have used include print mail, email & social media. The drive to move towards digital communication in the third sector has increased since the COVID-19 pandemic.
There are 170,722 registered UK charities and countless more unregistered charities (only not-for-profits with a gross annual income of £5000 or more must register). Small charities make up 80% of the UK’s charity sector and the largest charities (incomes of over £10m) account for less than 1% of the charity sector. They also account for over 66% of all charity spending.
Unsurprisingly larger charities are finding digital communications easier than smaller ones. Of the 219 small charities that took part in a Charity Comms survey in 2020, only 2% said they were not worried about communication.
Charities are interested in digitising, as this new report suggests. The 2024 Charity Digital Skills Report showed that 39% of them wanted CEOs to stay up to date with emerging trends in AI. In total, 62% of charities say their trustees’ digital skills are low or could improve. Larger charities are ahead of small charities with digital. As a result of the cost-of-living crisis, this doesn’t seem to be changing as funding for charities to digitise is still very difficult to secure.
The majority of charities don’t feel prepared for the opportunities and challenges that AI brings. And there is a fear of making the wrong decision. Yet digital can be a way to reduce administrative burden and ensure more resources are spent on client needs. Another influence on the decisions regarding digital technology is investment cost and lack of funding.
Here we’ve outlined a case study where a charity with limited in-house technical skills and funds successfully deployed a chatbot to deal with sense to health questions. It shows the stages of the process and the real benefits of digital communication.
We’ve also listed several organisations specifically focused on helping charities invest in technology.
Digital Funding Resources
- https://www.ncvo.org.uk/help-and-guidance/digital-technology/funding-digital-and-technology-costs/
- https://www.fatbeehivefoundation.org.uk/
- https://promo.cymru/resource-category/funding/
- https://www.clothworkersfoundation.org.uk/what-we-fund/
Case Study - Pat the Sexual Health Chatbot
Pat is the UK’s only sexual health chatbot that uses AI technology to provide sexual health information. Thomas created the Positive East, an HIV charity in East London.
It was initially developed through the 2017 Comic Relief HIV Digital Tech Fund and was a pilot project to understand how the sexual health sector could utilise chatbot technology. Phase two of the project was supported by the 2020 PHE HIV Innovation Fund which was expanded from the pilot phase into full-scale implementation.
PAT has been significantly enhanced from its original pilot with extensive development in late 2020. Forward by a full relaunch in March 2021. Using AWS Lex, the natural language processing engine powering Amazon Alexa. Pat can interpret over 660,000 unique user inputs and has over 330 conversation topics.
Since its development, PAT now receives 2200 monthly messages. 57% of the conversations that happen on Pat occur outside of work hours.
Positive East reported a 77% reduction in emails asking for basic sexual health advice. This allows staff to focus on higher-demand cases through face-to-face outreach rather than simple e-mail correspondence. Focus groups had positive feedback with 8.6 out of 10 recommending Pat to others.
Pat helped identify key subject trends through user data, community insight, research, feedback forms, and interviews. It was proved to be a valuable tool for the sexual health sector.
In addition, feedback from a user with autism underlined the chatbot was a preferred channel because their neurodivergence means they struggle with verbal communication. Especially in social or stressful environments.
NHS England has approved the chatbot after meeting their stringent clinical data standards. Chat messages are completely anonymous. The chatbot script is written so it is intentionally never asking for personal information.
Users are assigned a random identifier to maintain anonymity when they load the chat window. The chat messages are fully encrypted and stored on servers that meet security certifications, such as ISO 27001.
Our recommendations
Balance
Don’t put all your eggs in one basket. For charities and any other organisations whose function is to serve people, we recommend a balance of communication channels. Combining human touch and technology ensures effective communication. Digital communication can help filter contacts so only the most urgent and complex calls are forwarded to a Contact Centre.
Training & Development
Equipping staff with the requisite skills for digital communications in 2025 and beyond is a must for the UK’s charitable organisations. Empathetic communication is augmented by AI for precision and efficiency. Charity employees need to be digitally confident and recognise when charity volunteers may lack these skills.
Integrating Technology
Using AI and machine learning to improve communication experiences, making it both more personal and more accessible. The 30% of Gen Z rank the speed and convenience of donating to be the most important factor when choosing to donate to a charity a Deliveroo survey suggests. 66% said they’d be more inclined to donate if they could through an app they already use. So, the donation preferences of a charity’s target audience need to be heavily considered.
Privacy Protocols
Implementing strong protocols to protect anonymity and confidentiality is a must for all organisations. Making security and privacy protection visible to your clients in non-technical language is also a must. This helps build trust and confidence when clients are divulging sensitive information.
Data Security & Compliance
Data security in the UK charity sector is governed by a mix of legal regulations and industry standards. This subject isn’t going to be adequately covered within the limits of this guide, but here’s the basics.
General Data Protection Regulation (GDPR)
Although originally an EU regulation, it still applies to UK charities, particularly those handling that handle data of individuals within the EU. GDPR emphasises consent, data rights, and secure processing of personal data. Organisations must protect personal data against unauthorised access and accidental loss or damage.
Privacy and Electronic Communications Regulations (PECR)
Besides GDPR it gives people specific privacy rights concerning electronic communications. It includes rules about sending marketing emails, texts, and marketing calls.
Fundraising Regulator’s Code of Fundraising Practice
The code applies to charities in England, Wales and Northern Ireland. It includes data protection and direct marketing sections, emphasising the need for transparency and lawful data processing in fundraising activities.
Cyber Essentials Scheme
While it’s not a legal requirement, the UK government’s Cyber Essentials scheme is a good standard for charities to adopt. It helps organisations protect themselves against common cyber-attacks and demonstrates their commitment to cybersecurity.
ISO 27001
An international standard for managing information security. While not legally mandatory it’s a good certification for charities to have, especially for those handling sensitive data.
Information Commissioner's Office (ICO)
The ICO enforces data protection laws in the UK. Charities must register with the ICO, pay a data protection fee (unless exempt), and follow the ICO guidelines on data protection, subject access requests, and data breach reporting.
Safeguarding Requirements
Charities working with children, vulnerable adults, or sensitive issues must have additional safeguarding measures in place to protect the data and privacy of these groups.
Reporting & documentation
Charities must maintain records of their data processing activities and have policies and procedures in place. In case of a data breach, they must report it to the ICO within 72 hours if it risks individuals’ rights and freedoms.
Web Content Accessibility Guidelines (WCAG) 2.1
This is not a legal requirement, but following these guidelines is considered best practice in making web content more accessible and inclusive. Level A conformance is an excellent starting point, but level AA means the web content is accessible to people with a wider range of disabilities, including visual, auditory, physical, speech, cognitive, language, learning, and neurological disabilities.
Conclusion
A well-thought-out communication strategy is essential for organisations handling sensitive issues. Whether through AI-powered chatbots, face-to-face support, email, phone, or social media, each channel has strengths and limitations. Understanding audience preferences—particularly generational differences—can help organisations create a more inclusive and effective approach.
For charities and other service providers, balancing human empathy with technological efficiency is key. Investing in staff training, maintaining data security, and ensuring privacy protection will build trust and improve support systems. As digital communication continues to evolve, organisations that adapt thoughtfully will be best positioned to serve their communities with care and confidence.
