Earlier this year, a Google survey found that more than half of nonprofits use Artificial Intelligence (AI) for some tasks, and that four in five nonprofits think AI may be applicable to their work. As many charities continue to grapple with effective and ethical ways to use AI to further their missions, our Give.org Special Donor Trust Report on Charity Accountability shows that potential donors can be skeptical about the use of AI in solicitation materials.

When asked to imagine charity appeals including AI-generated images, most participants (55%) say they would be discouraged from giving if they knew the appeal was not verified for accuracy by a staff member. Importantly, participants with a household income of $200,000 or more are most likely (70%) to be discouraged from giving based on a charity solicitation appeal including an AI-generated image.

When asked to imagine a charity using artificial intelligence (AI) in its information and solicitation materials, Millennials were most likely to report a very positive (32%) or positive (25%) reaction, considering AI a sign of innovation or a modern tool. This finding suggests that use of AI in solicitation materials can be appealing to some constituents.

AI has vast implications for supporter engagement, donor privacy, charity programs, and much more, but our findings suggest that charities should be cautious not to throw off potential supporters who might be skeptical about the accuracy of information materials produces with AI. 

Heart of Giving Podcast

This week's Heart of Giving Podcast features Bennie Johnson, CEO, American Marketing Association. Bennie discusses the art, science, and magic of marketing and how charities can strategize marketing their brand.

Recent Reports

We are always working with charities to publish or update reports for donors. Visit Give.org or local BBBs to check out any charity before giving. Our recently evaluated charities include:

• Cystic Fibrosis Foundation
• Health Volunteers Overseas
• International Medical Corps