As we speak with organizations, attend conferences, and read sector news, there is a common theme that continues to come up: artificial intelligence (AI). And yet, behind the enthusiasm, there is something else happening in the sector. People are starting to question it. They are not just questioning the technology itself, but what it means for the nonprofit sector. 

In a field built on tailored communication and relationships, a growing number of people are saying the same thing. Everything is starting to sound the same, and that is not what fundraising is about. In this article, we will look at how AI is affecting the sector and how we can get back to what fundraising has always been: a connection between organizations and their communities. 

Not everyone feels the same way about AI   

If you spend a few minutes in any nonprofit forum, you will notice a mix of opinions about AI. First, there are some who think AI is really helpful in a couple of ways. One is for work that is very challenging, such as doing research or summarizing long amounts of text. Another is using it to automate tasks such as crafting an email or writing a social media post, and then using the time they saved for strategic thinking or generating ideas that will move the organization toward its goals. 

For these teams, AI is a way to do their work faster and be more efficient. They use AI as a tool, but not as a substitute for their work. 

Next, there are those who feel that AI is being used too much when they see AI-generated internal reports or staff updates created with AI. There are also situations that may have more consequences, such as a grant application written by AI when the organization may not fully understand the requirements or whether the funder is aligned with their work. In these cases, they may not get the results they want. 

The issue for people in this group is that this type of work can become generic-sounding. In fundraising, when you are communicating with supporters, donors, partners, and the community, you want it to feel personal and not generic. And although using AI can be more efficient, that is not the same as connecting with the people who care about your work. Connecting with people is the core of fundraising. 

AI accelerating trends that were already starting to happen   

With several tools over the years that helped with crafting a message, and before AI was more common, some organizations may have used a data-driven approach that inadvertently caused some organizations to have the same subject lines for their newsletters, the same text in their grant applications, and the same language in their communications with those who supported their cause. There is nothing wrong with using data to help your organization with fundraising efforts, as data can find patterns that you do not see, and it can make it easier to produce your communications. However, unless you take a moment and look at the context and your community, your communications will sound the same as other organizations that do not even have the same cause as you. 

Another issue is that when a lot of attention goes toward generating content with AI, whether for outreach or fundraising, it can pull time and focus away from building relationships with the people who care about your cause. Your team may lose sight of what you are really trying to accomplish. Is it your mission, or getting maximum content out? Furthermore, if people on your team start to feel like the communication is generic, it is only a matter of time before donors feel the same way. The unique organization they loved, now sounds like every other organization, which starts to weaken the connection with those who support your cause. 

What can be done   

Across the sector, more people are starting to look again at simpler approaches like smaller events where you can talk to those in the community, open houses when appropriate for the organization, and more in-person connections. These ways of working feel much more personal and more aligned with the capacity of many organizations and how they actually work day to day. When an organization can work in a way that feels natural to them, it is a lot more authentic. They do not have to try so hard because they are just being themselves, and there is less pressure on the team. Furthermore, it feels more natural for those who support you, and most importantly, it is easier for small teams to sustain. 

For teams who have found themselves relying on AI more than they intended to, you do not have to change everything at once, and you can start with small steps. You can begin by crafting a simple appeal, and it is not about being perfect. It is about inviting people to support your cause and sharing the impact of your donors’ support. If there is a strong supporter, asking them for a casual chat to hear their thoughts and ideas can go a long way. And if you would like to use AI, you can. It is not about completely rejecting the technology, as it can be very helpful, but we have to remember that fundraising is about connection. If there are aspects of your work that can be automated so you have more time for relationship building, then that is what will help in the long run. And remember that the reason you are doing this work is to help the communities you serve. 

As someone who loves numbers, video games and fantasy fiction Rochelle can be found playing video games or watching an action or fantasy fiction movie with her family. As the Co-founder of Story Point Consulting, she helps people working or volunteering at small charities and nonprofits find the right donors, effectively communicate with supporters, and strengthen relationships with them. If you are a small or new Canadian organization seeking a practical solution to support your donor management strategy, explore how Chronicle can help.

The views expressed in this article are the author’s alone and do not necessarily represent those of CharityVillage.com or any other individual or entity with whom the authors or website may be affiliated. CharityVillage.com is not liable for any content that may be considered offensive, inappropriate, defamatory, or inaccurate or in breach of third-party rights of privacy, copyright, or trademark.