Charities are adopting new technologies, including artificial intelligence (AI), to increase fundraising and fill recruitment gaps, according to a recently published report.
Endsleigh’s Rewarding Industries 2023 study spoke to 307 staff across civil society and found 29% are using AI tools to fill talent gaps within their charities.
Moreover, 58% of charities had used the metaverse, augmented or virtual reality, online games or partnered with gamification providers to encourage donations.
Around a third of organisations have also increased their use of social media channels, such as TikTok, Instagram and Snapchat, to extend marketing activities in the last 12 months.
The same amount said they were now partnering with influencers to raise awareness and help increase donations online.
A case study from Young Gloucestershire showed the charity has used ChatGPT for research and writing fundraising birds.
The charity said building relationships is really important, however, AI will soon play an important role in helping the charity with decision making, sorting through data to support staff with rigorous assessment processes.
It also reports one in four are falling victim to cyber fraud, with 26% of organisations having been a target of cyber fraud in the last 12 months. Despite this, over 70% of charities surveyed said their cyber security was good.
The report found 43% of respondents fear that their organisation is at risk of closure and 45% of charities are in a worse financial position now, than they were during the pandemic.
Alison Meckiffe, chief executive of Endsleigh Insurance, said: “The cost-of-living crisis has put even more pressure on charities, social enterprises, and not-for-profit organisations.
“While the report highlights the financial threat many organisations face, it also highlights the resilience of the industry, with many identifying ways to evolve their business model to continue to support those most in need.”
Endsleigh commissioned Censuswide to survey 307 financial decision makers across charities, social enterprises and not-for-profit organisations. The survey and interviews took place between 20th April and 3rd May 2023.
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