The do’s and don’ts of AI

Artificial Intelligence (AI) is changing the way charities operate, offering powerful tools to improve efficiency, personalise donor engagement, and analyse data. However, AI comes with ethical and practical challenges. Trust is paramount in the charity sector, and how you use AI can either enhance or diminish that trust.

This guide will help your charity navigate AI’s opportunities and risks, covering best practices, ethical considerations, data protection, and common pitfalls—so you can use AI responsibly while maintaining trust and transparency.

 Understanding AI: What it means for charities

AI refers to computer systems that can learn, predict, and automate tasks. In the charity sector, AI is already being used for:

• Personalising donor communications
• Automating responses via chatbots
• Analysing fundraising and donor trends
• Generating social media content and reports

When used thoughtfully, AI can save time and enhance services. However, it should always support—not replace—human decision-making and relationships.

 The do’s & don’ts of AIEthical considerations

Trust is crucial in the charity sector, and AI must be used transparently and ethically.

• Be open about how AI is used, such as in donor communications or chatbots
• Ensure fairness by monitoring AI tools for bias that could impact different groups unfairly
• Keep human oversight to make sure AI-driven decisions align with your charity’s values

Data protection &