AI. It’s everywhere. It’s in your phone, your inbox, and even your fridge (yes, fridges are “smart” now, apparently). For charities, the buzz around artificial intelligence feels like the next big thing—or the next big headache.
So, here’s the big question for 2025: Can AI ever replicate the magic of human connection that drives fundraising?
Let me give it to you straight: Yes, but… it’s complicated.
AI isn’t here to replace people—it’s here to help. But if charities aren’t careful, they risk leaning so heavily on tech that they lose the heart and soul of what makes people give. This isn’t an either-or conversation; it’s about finding the right balance.
Let’s break it down: what AI can do, where it struggles, and how to make sure the human connection stays front and centre.
Where AI is Changing the Game
1. Hyper-Personalisation at Scale
Scenario:
A mid-sized charity launches a Christmas appeal. In the past, they sent out one email to everyone on their donor list, hoping it would resonate. But this year, they use AI to segment their donors into groups:
- First-time donors get an email welcoming them to the community and sharing stories about how their gifts have already made a difference.
- Long-time donors receive a heartfelt update about the specific project they’ve been supporting for years.
- Major donors get a personal phone call and a beautifully designed impact report in the mail.
The result? Donations skyrocket, and feedback from donors is overwhelmingly positive.
What AI Does Well:
AI can analyse donor behaviour and create personalised messaging at a scale that humans just can’t manage. It knows what kind of email subject line Sarah is likely to open, when John is most likely to donate, and how to tailor messaging so it lands just right.
- Impact Score: 9.5/10
Hyper-personalisation is where fundraising wins big. It makes donors feel seen, valued, and connected to the cause in a way that generic mass communication never could. - Adaptation Score: 3.5/10
Here’s the catch: most charities aren’t using AI to its full potential because their data is a mess. Without clean, complete donor profiles, AI can’t do much more than guess—and that’s a missed opportunity.
2. Scalability Without the Overwhelm
Scenario:
A small team of three is tasked with running a year-end appeal across email, social media, and direct mail. Normally, this would require late nights, constant juggling, and a lot of “let’s just get it done.” But this year, they use AI to automate most of the grunt work.
- AI schedules and posts social media content based on the best times for engagement.
- It segments email lists and automates follow-ups to people who opened but didn’t donate.
- It even suggests tweaks to campaign messaging based on what’s performing best.
The result? The team raises 30% more than last year and doesn’t burn out in the process.
What AI Does Well:
AI makes it possible for small teams to operate like large ones. It handles repetitive tasks, so humans can focus on the big-picture strategy.
- Impact Score: 8.5/10
This is a game-changer for resource-strapped charities that need to maximise impact with minimal manpower. - Adaptation Score: 4/10
The tools are there, but many charities either can’t afford them or don’t have the training to implement them effectively.
3. Real-Time Decision-Making
Scenario:
A disaster relief organisation launches an emergency appeal after a cyclone hits. Donations pour in during the first 48 hours, but then they start to slow down. Instead of panicking, they use AI to monitor campaign performance in real time. It identifies that their social media ads are underperforming but their email campaigns are doing well.
Armed with this insight, they adjust their strategy—pausing ads, doubling down on emails, and adding a video testimonial from someone impacted by their work. Donations spike again.
What AI Does Well:
AI gives you instant insights, so you’re not left guessing what’s working and what’s not. It helps you pivot in real time to get the best results.
- Impact Score: 10/10
Real-time decision-making is a fundraising superpower. It’s the difference between meeting your goal and falling short. - Adaptation Score: 2.5/10
Most charities aren’t ready for this because their systems aren’t set up to collect or analyse real-time data.
Where AI Falls Short
1. The Human Touch
Fundraising isn’t just about algorithms—it’s about passion. It’s about a volunteer sharing their story, a heartfelt thank-you note, or a donor walking through the doors of a project they helped fund. AI can mimic empathy, but it can’t feel it.
- Challenge Score: 8/10
Donors give because they care deeply about something. That connection can’t come from a machine—it has to come from people.
2. Data Dependency
AI lives and dies by the data you feed it. If your donor database is incomplete, outdated, or disorganised, AI is about as useful as a map with no roads.
- Challenge Score: 9.8/10
This is the biggest barrier to effective AI adoption. Without clean, reliable data, AI can’t deliver on its promises.
3. Over-Automation
Too much automation can backfire. No one wants to feel like they’re talking to a robot, especially when they’re supporting a cause close to their heart.
- Challenge Score: 7/10
The key is using AI to support human connection, not replace it.
How to Balance AI and Human Connection
- Let AI Do the Heavy Lifting
Use AI for tasks like data analysis, segmentation, and automation. Free up your team’s time for the human stuff—like having meaningful conversations with donors. - Invest in Data
Good data is the foundation of effective AI. Make sure your donor database is clean, complete, and up-to-date. - Keep the Human Touch
Use AI to enhance your donor relationships, not replace them. Make every interaction feel personal and authentic.
Final Thoughts
AI is a powerful tool, but it’s just that—a tool. It can’t replace the magic of human connection. Instead, it’s there to amplify your efforts, giving you the time, insights, and scale to build deeper relationships with your donors.
As Carlos says: “AI is the brain, but human connection is the heart. And fundraising needs both to thrive in 2025.”