Some 57% of charity professionals now use artificial intelligence (AI) in some way but it is still in the early stages, according to a newly published report.
The Status of UK Fundraising 2024 Benchmark Report by software firm Blackbaud asked 850 voluntary sector professionals, most of whom were fundraisers, about their use of AI.
Of those who currently use AI, 70% said they did so it mainly for developing draft copy, 44% for creating social media content while 10% said they used predictive AI.
Professionals who used AI were more likely to say that their charity’s income had increased (42%) in comparison to those who did not use the technology (31%).
They were also more likely to rate their digital maturity above the average, in comparison to those who do not use AI.
In general, 46% of participants said they were positive about AI, with 27% feeling neither positive nor negative.
Some 69% of participants said that they did not have the resources to explore how AI could be used, with 8% seeing it as a priority.
On AI-related concerns, misinformation worried charity respondents the most (78%), with data security (62%), reputational risk (59%) and bias (51%) other sources of concern.
Some 27% of participants said they were concerned about AI-related job security, and 4% said they do not have any concerns about using the technology.
Researchers found 6% of organisations have an AI policy in place, adding: “AI policies set clear standards for the technology. Non-profits track vast amounts of sensitive data.”
“We see hope in more intentional strategies, innovative approaches, and increasingly smart technology,” the report reads.
“These findings highlight that non-profits are – resources and other priorities allowing – at the early stages of adopting the full potential of AI.
“Most are focusing their efforts on generative AI, likely due to the easier access, lower costs, and lesser complexity.”
Fundraising strategy
Meanwhile, 60% of participants agreeing that improved data management would bring the biggest value to fundraising strategies.
While most respondents use a CRM, 21% said that they get the most out of it with 7% saying that their technology is well integrated, “highlighting a currently missed opportunity to maximise opportunities with technology”.
More respondents said they were seeing income growth than decline, with 17% saying that their income had remained the same.
Respondents ranked the wider macroeconomic environment is ranked as the biggest factor behind income decline, followed by inadequate resourcing (45%).
Like last year, grants were highlighted as the most important income stream, followed by money from trusts and foundations, legacies, major donors, and individual giving.
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