As digital expectations continue to evolve, so must the way government communicates.
Today’s residents expect the same responsiveness and ease of access from their public institutions as they do from their favorite online retailers — and they’re not shy about saying so. That’s why it’s never been more important for public sector organizations to modernize their outreach, optimize their engagement strategies, and use data as a guide.
That’s why Granicus recently published two benchmark reports — one focused on civic engagement, the other on public communications — to help agencies understand where they stand, what’s working, and what opportunities lie ahead in 2025.
These reports reflect a wide range of data points: survey responses from more than 1,000 practitioners, insights from thousands of governments using the Granicus’ Engagement Cloud, and case studies from across the U.S. and UK. During a recent webinar, I had the opportunity to walk through some of these findings with Jeff Zucker from the Granicus Experience Group (GXG), our in-house consultancy. Together, we explored what’s driving engagement today, and how organizations can take action.
To begin, it’s worth grounding ourselves in the current state of engagement. Based on responses from more than 450 engagement practitioners, our civic engagement benchmark survey found that efforts across government remain uneven. About half of respondents run 10 to 20 engagement initiatives per year, while nearly 25% run fewer than five.
That gap demonstrates a key insight:
What triggers an engagement imitative, where governments reach out to the public and collect their input? The data shows that most initiatives are still reactive. High-visibility projects, strategic plans, and regulatory requirements remain the top drivers. Far fewer agencies cite relationship-building as a primary motivator — just 56%. That statistic presents an opportunity for agencies to broaden how they think about engagement: not just as a compliance exercise or a requirement for a specific project, but as a continuous, proactive way to strengthen community ties.
Another key takeaway is the need for more structured review processes. A majority of agencies currently analyze their engagement data on an ad hoc basis. Yet, making time for regular audits can pay dividends, providing insights that help allocate resources effectively, close equity gaps, and ultimately deliver services that are more aligned with community needs.
We know from the private sector that data is only valuable when it’s acted upon. The same applies here. Scheduled consultation of engagement insights isn’t just about reporting performance; it’s about uncovering opportunities for improvement, innovation, and more tailored service delivery.
Digital messaging remains one of the most powerful tools governments have to connect with their communities. In 2024 alone, agencies using Granicus’ Engagement Cloud added more than 105 million new subscribers and 583 million new subscriptions.
That’s why one of the most consistent challenges communicators face is segmentation. Reaching the right people with the right message at the right time continues to be a work in progress. Poor information sharing and generalized messaging often lead to disengagement. To move forward, agencies must prioritize personalization and relevance in every communication they send.
Surprisingly, our benchmarks revealed a slight decline in mobile-based engagement. That might be due to a lag in mobile-friendly experiences. As government websites and platforms continue to evolve, optimizing for mobile must remain a top priority.
Mobile isn’t a “nice-to-have.” It’s a necessity. The vast majority of people, especially those under the age of 40, engage with information through their smartphones first. Making digital experiences responsive, accessible, and easy to navigate on mobile is essential for equitable and effective outreach.
While there’s growing interest in AI, the data suggests adoption remains in early stages. Only 35% of respondents said they are currently experimenting with AI in engagement, while 61% are not using it at all. That gap points to both hesitation and opportunity.
For now, agencies are rightly cautious. But looking ahead, AI has the potential to enhance everything from communications workflows to segmentation and personalization to constituent services. Granicus is actively exploring ways to integrate AI tools into its platforms — tools that can help automate responses, personalize outreach, and optimize content strategies based on performance data.
Perhaps the most encouraging finding from our benchmark reports is that engagement is beginning to yield real impact.
That matters.
Trust isn’t built overnight. It comes from clear communication, responsive services, and meaningful opportunities for input. It comes from showing up consistently, listening, and closing the loop. And when governments demonstrate that they are listening and acting, they lay the groundwork for more cooperative, more resilient communities.
If you’re just starting your digital engagement strategy or looking to improve it, here are five recommendations drawn directly from our benchmark research:
At Granicus, we believe that meaningful engagement isn’t about checking a box — it’s about making public service more human, accessible, and effective. Whether it’s through timely messages, mobile-friendly experiences, or AI-supported workflows, our goal is to help government work better for everyone.
Engagement is evolving. Communication is changing. And public expectations are rising. The path to digital transformation doesn’t need to start with big leaps. It can start with one insight, one improvement, one new way to connect. Let’s keep building from there.
Watch the on-demand webinar for an expanded breakdown of these benchmarks, plus actionable strategies for your agency.
![The State of Digital Government [Report] Post Image](https://granicus.com/wp-content/uploads/resource-featured-large-state-of-digital-government-report-768x307.jpg)
