Many fundraisers have ethical concerns around the use of artificial intelligence tools in the charity sector, according to a new report.
Research published today by the Chartered Institute of Fundraising (CIOF) and the University of York found a recurring theme of a lack of trust and understanding around AI in fundraising.
The research, which included surveying and interviewing 100 organisations and fundraisers, also found optimism about how the technology could help fundraisers to be more efficient and communicate more effectively.
Entitled Shaping the Future of Fundraising with AI, the report was launched this morning at CIOF’s annual Fundraising Convention in London.
Ethical concerns
Some 47% of respondents said they used AI in fundraising, while most did not.
More than four in five of the respondents who use AI cited ethical concerns, such as cybersecurity risks and privacy and data breaches, as the top risk for them.
The next most significant perceived risk was data bias and discrimination, which nearly three-quarters of AI users said was a risk, as did most non-AI users.
Over two-thirds of AI users expressed concern about keeping pace with legal and regulatory requirements while most non-AI users also perceived this as a risk.
Respondents who didn’t use AI were more likely to see staff redundancies and lack of transparency as risks.
Overall, 60% respondents identified three or more risks around the use of AI in fundraising whilst 5% saw no risk.
Optimism around AI
Respondents also acknowledged several positives to using AI in fundraising.
Three in five of those who use AI reported doing so to improve their organisation’s written communications, including drafting proposals, creating marketing content, simplifying scientific language and helping to write donor reports.
Over three-quarters of respondents felt that AI could help fundraising to be more efficient and could help organisations to cut costs, while a similar number felt that it could help fundraisers to communicate more effectively.
However only 9% of respondents identified the use of Chat GPT to engage with supporters as an opportunity and 4% did not identify any opportunities from AI.
Marta Herrero, lead researcher on the report and director of the University of York’s Research Centre for Digital Innovation in Philanthropy and Fundraising, said: “AI-driven technology is capable of offering novel and compelling possibilities for charitable fundraising.
“However, first we need to build trust among fundraising professionals – and clearly identify what needs to be done to support fundraisers as they explore adopting AI into everyday use.
“We want fundraisers to feel confident about using AI, feeling that they understand what it can do well, the challenges it poses, and – most importantly – that they trust in their own abilities to identify how they can use the tools responsibly for the benefits of the communities and donors they serve.”
Ceri Edwards, executive director of engagement at the CIOF, said: “As AI technologies become increasingly accessible, they offer unparalleled opportunities for our sector – however we must navigate these advancements carefully, ensuring that our practices remain ethical and that we maintain the trust of our donors.
“As a sector, I believe we can work together to shape a future where AI enhances the impact of fundraising efforts, driving positive change in our communities for years to come.”
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