Each year, CharityComms explores how valued charity communicators are by benchmarking salaries and understanding perceptions around culture and wellbeing. While the survey is known for these areas of review, one other aspect we’ve been monitoring is digital maturity.
Initial findings from the CharityComms 2025 Salary and Organisational Culture survey (live until 31 January) show that while a significant number of charities are either already using AI or planning to adopt it soon, fewer have the strategic and data-driven foundations to make the most of it.
Of the over 180 responses so far from both members and non-members, 31% of charity communicators say that their organisation has a digital strategy, while just over a quarter have a specific data strategy in place. Nearly a third say they have an AI policy or guidelines in place (which is an encouraging increase on just 17% last year).
However, without strategic digital and data thinking in place to support the use of AI, we risk working in silos, impacting the effectiveness of our organisations, and the results we’re trying to achieve.
There are several points charities should consider when thinking about their use of AI and creating more solid digital and data-driven foundations.
Integrate AI into existing strategies
AI should be seen as a core component of any existing strategies, not merely an add-on, to make sure that all of charities’ strategic thinking works together.
As AI tools change, current processes and ways of working may also need to adapt, so including AI from the outset can also help charities to future-proof policies and processes across different departments, projects and areas of work.
AI can enhance and offer additional value to what charities are already doing. Look strategically at which platforms, tools and processes may already have AI functionality built-in (eg tools in Canva for design or in-built analytics in Survey Monkey to evaluate data).
Define a unified vision
AI should serve charities existing digital goals rather than operating in isolation.
Charities should think about the results they want to achieve and how AI can support them, rather than just adopting AI for the sake of trying to keep up.
For example, a charity’s digital strategy could outline how AI can strengthen the digital maturity of their organisation, streamline ways of working, improve customer experience, or adapt business models.
Charities should get input from the people who will be using the tools to help uncover any practical needs or barriers and build ownership from the outset.
Leverage existing data and KPIs
AI can support how charities analyse, present and use existing data more strategically. By integrating AI into existing analytics, charities can move from explaining what happened to demonstrating why it mattered and how it can drive future value.
For example, charities can show people how AI is able to support existing analytics to prove return on investment from past work, forecast future gains, and demonstrate impact more clearly.
AI can also help charities translate complicated metrics into data storytelling by pulling out critical information for specific stakeholders.
Share team learning
A data-literate team is better equipped to leverage AI tools and support data-driven decision-making.
It’s also important to make sure that everyone has a shared understanding of their organisation’s adoption of AI, including the specifics around what AI can and cannot be used for within the parameters of their roles.
There are lots of free or low-cost AI training options that can help charities support their team’s understanding of the value of data and use of AI. Regularly sharing progress, successes and challenges can keep everyone informed, invested and up to date.
Measure and adapt
Charities should track key performance indicators that measure the impact of AI on both their digital objectives and data management effectiveness.
Seeing results and understanding how AI can support and enhance a charity’s work is a great motivator for everyone.
Using AI insights can also help charities to regularly refine their overall strategy and adapt accordingly.
