AI and the Charity Sector
Artificial Intelligence is reshaping how we think about our most simple and complex tasks. From enhancing donor communication to optimising internal processes, AI offers opportunities to drive meaningful change. But as with any significant change, there are threats that charities should aim to navigate mindfully.
AI can become useful to charities when it performs tasks resembling humans, such as compiling and analysing data. I have used AI to analyse large amounts of feedback, format documents, check if external links in my reports are working and convert written notes into spreadsheets for mail merges.
These systems are fuelled by vast datasets, refined by machine learning algorithms. However, they are prone to hallucinations sometimes providing false information. The human role becomes crucial to the outcome as only they can question the validity of an AI’s suggestion. Critical thinking is key here.
AI in Fundraising
The future of fundraising will rely on the ingenuity of human fundraisers. But there is no reason why AI cannot support that ingenuity. With its capacity to analyse masses of information, generate creative comms and provide personalised recommendations even the smallest charities can begin to use AI to better serve their supporters.
Some of my favourite adoptions of AI in fundraising are:
- Donor Insights
Imagine only receiving the requests for giving that are personal to you. AI can analyse donor data to predict who is most likely to give and suggest optimal timing and amounts, allowing you to email less and receive more, reducing donor fatigue.
- Personalised Communication
AI can tailor emails, social media messages, and appeals, providing alternative subjects and hooks. They can’t replace human creativity, but they can enhance creativity with alternate suggestions and guidance.
- Grant Applications
This can be controversial, and I personally do not start drafting a fundraising application with AI. For me, the best starting point is human creativity. When I am happy with an initial draft AI tools can be great for things like helping to meet word count. On the other hand, if you are feeling creatively empty AI can give you the kick to start, allowing you to personalise with your human voice afterwards.
- Chatbots for Donor Engagement
When done well, AI-driven chatbots can answer donor questions and encourage contributions in real time. They can give people the information they seek directly or qualify people to speak to the right real person. However, when done poorly they can create a barrier between you and your supporters. Any chatbot initiative needs to be implemented with your supporter at the heart of the journey.
Challenges in AI Adoption
While the potential is there, integrating AI in charities presents some unique challenges:
- Data Risks: Charities must look into the origins, security, and ethical implications of the data AI tools rely on. Information we share with public AI tools like ChatGPT will become part of the public domain. Also, donors can be concerned how their data is used so we must be transparent about how we are analysing their data.
- Bias and Inaccuracy: Certain datasets or misinterpretations of that data can lead to unintended bias. AI has been developed without diversity at its heart, resulting in bias coming through in your analysis. This could lead to bias in the treatment of certain groups and is why a human is always the final point in analysis.
- Resource Allocation: Limited budgets and competing priorities can delay the decision to invest in AI. Have a look below for a good process for deciding if an AI tool is worth the investment.
Where to start?
Here are five actionable strategies for implementing AI tools in a safe, thoughtful way:
- Get Feedback
Ask your colleagues to research and consider what AI tools they may find useful or could save them time. - Create a Working Group
Create an internal team from different departments to discuss the suggested AI tools. - Implement
Equip the teams with the requested AI technology and test it. Ask for feedback that can be taken to the working group. - Train & Upskill Staff
Provide books, workshops or training, so staff can use AI tools confidently. Don’t just make it about the tool, make it about the guidance for the use of AI tech as well. - Measure Impact
Regularly assess AI’s effectiveness and adjust strategies and policies accordingly. Don’t try to restrict the creativity of your teams, but we have a duty of care to protect our supporters.
AI has the power to save time for charities. By addressing challenges head-on, we can ensure it becomes a force for good. Start small, remain ethical and review regularly.
Want to learn more about AI in Fundraising, join Rhodri Davis on 3 April for his webinar: FundrAIsing: Improve your fundraising opportunities with AI.
George Knight, Training Consultant Directory of Social Change (DSC)
George is one of DSC’s established Consultant Trainers delivering courses, workshops and webinars on fundraising, management and leadership and personal development topics. He delivers the DSC course “Why Core Costs are not ‘Costs’ as well as a range of Fundraising topics for DSC In House clients: Writing Funding Applications, Introduction to Trust Fundraising and Using Social Media to Fundraise. In order to provide the best support for individuals and organisations, George adapts his style between trainer, coach, mentor and facilitator.
As the originator and host of DSC’s popular Charity Questions podcasts, where he interviews a range of influential individuals from across the sector, George has a good understanding of the challenges individuals and organisations face in their charity work.
George is a published author having written Managing your Inbox for DSC and also Beyond Domestication for Hatherleigh Press in the US.