How and Why to (Responsibly) Use AI in Nonprofit Marketing and Fundraising.

We’re thrilled to share that we recently earned a Certificate in Artificial Intelligence (AI) for Marketing & Fundraising by attending Nonprofit Tech for Good’s three-part webinar series—led by Heather Mansfield. There’s no question that AI is quickly changing how nonprofits connect with donors, market their missions, and fundraise and the instructional webinars offered a clear roadmap on how to adopt AI responsibly and effectively. Want to know what we learned? Check out our notes from each session and see some of the key insights we took away.

Part 1: An introduction to AI for marketing and fundraising

Artificial intelligence (AI) is more than a buzzword—it can be a game-changer for nonprofit professionals who want to streamline their work, boost efficiency, and strengthen donor engagement.

• Types of AI used in nonprofit marketing and fundraising
  Generative AI (e.g. ChatGPT, Adobe Firefly)  is used for creating text, images, videos, and audio while predictive AI is for analyzing donor behaviours and forecasting future giving trends
  

• Adopting AI in your workflow

  • The rule of 100: Spending just 18 minutes a day for one year exploring AI tools can put you ahead of 95 percent of professionals in the field
  • Research AI trends by setting Google Alerts, listening to AI-focused podcasts, and attending webinars
  • Experiment regularly with at least five AI tools that can enhance your marketing and fundraising efforts

• The pros and cons of AI in nonprofit work

  • Pros: Career advancement, time-saving automation, improved content marketing, and the potential for higher revenue through personalized outreach
  • Cons: Potential inaccuracies, data privacy concerns, environmental impact, and ethical issues around AI-driven decision-making

• Why your nonprofit needs an AI policy
  Nonprofits are encouraged to develop AI policies to guide responsible use. In the webinar, we learned about templates and governance resources, including materials from NTEN, TechSoup, and Fundraising.AI.

Part 2: How to use AI for content marketing

The second session focused on practical ways nonprofits can use AI to improve their content strategy and engage audiences more effectively.

• AI-powered content creation tools

  • ChatGPT, Claude, and Google Gemini for writing blog posts, emails, and social media content
  • Perplexity AI for real-time, research-backed insights
  • Adobe Firefly and Pictory for AI-generated visuals and videos

• AI for search and research

  • Google AI Overviews and Perplexity AI can summarize complex topics and pull real-time data from across the web
  • AI-driven chatbots can parse lengthy reports, track industry trends, and enhance SEO

• Best practices for AI content marketing

  • Prompt engineering is key: refining your inputs leads to better AI-generated outputs
  • AI-assisted writing should always be reviewed and polished by a human editor
  • Personalizing AI-powered content can boost donor engagement and overall campaign effectiveness

• AI for email and social media marketing

  • AI can optimize subject lines, timing, and personalization for email campaigns
  • Predictive AI helps schedule social posts at ideal times for better reach
  • AI-powered sentiment analysis tracks donor reactions in real time

Part 3: How to use AI for fundraising

The final session explored how AI can elevate fundraising by improving donor retention, identifying new prospects, and increasing revenue.

• Smart fundraising software

  • AI-powered donation forms that adjust suggested giving levels based on donor history
  • Predictive AI tools to analyze donor data and optimize engagement strategies

• Fundraising intelligence and AI-driven giving insights

  • Platforms like Dataro, Fundraise Up, and Keela personalize campaigns by identifying which donors are most likely to give more
  • AI helps pinpoint trends for direct mail and digital appeals, maximizing return on investment

• Ethical considerations and donor perception

  • 43 percent of donors feel neutral or positive about nonprofits using AI, while 31 percent would donate less if they knew AI was used
  • The most generous donors tend to be more open to AI-powered fundraising
  • Transparency is crucial—nonprofits should disclose AI’s role in fundraising to build and maintain trust

• Emerging AI trends in fundraising

  • Virtual engagement officers (VEOs) could soon automate donor outreach and event planning
  • Wearable AI and voice-activated donation systems may become standard features in nonprofit fundraising

Where nonprofits can start with AI

While AI continues to evolve in the nonprofit sector, early adopters will likely gain the most. Whether you use AI for content marketing, donor engagement, or fundraising optimization, weaving AI into your daily workflow can yield better results for your organization.

Next steps for nonprofits:

• Experiment with AI tools
  Automate repetitive tasks and free up more time for creative work and strategic planning.
• Start small and stay curious
  Incorporate AI in manageable ways and continue exploring as new tools and updates emerge.

One thing is certain, AI will not replace nonprofit professionals. However, those who harness AI responsibly will gain a valuable edge in today’s ever-changing landscape.