A “for and against” debate (with myself)
As a Fundraising Copywriter and Strategist who works with nonprofits of all sizes and causes around the world, I’ve been watching how AI tools like ChatGPT are changing our sector. Whether you’re writing appeals yourself or overseeing your organization’s communications, here’s my take on the pros and cons of using artificial intelligence in fundraising messaging.
Look, I totally understand how the rise of AI feels a bit scary. Do I remember that 2004 Will Smith movie, I, Robot? I sure do. The stuff of nightmares.
We absolutely need to be careful with how we use new technology. But I do believe there are ways AI can help us without stealing our creativity and taking over the world.
And that leads me to start with the case FOR using AI in fundraising communications – which, of course, will be immediately followed by the case AGAINST it… and I’ll leave it to you to make your own decisions about it.
The Case FOR Using AI in Fundraising Communications
Get more done in less time
AI can dramatically speed up certain parts of the fundraising communications process, especially the prep work that happens before you start writing.
Benefits of using AI:
- Makes background research quicker
- Handles repetitive tasks like transcription and data processing
- Organizes your rambling thoughts into a neat summary
How I use AI for efficiency:
I often have a boatload of background content to digest before I can start writing (I’m talking hundreds of pages). I read what I can but it helps to use AI as a second reader by using a prompt like this: “Scan this research paper and find me any participant quotes mentioning <specific thing>.”
Or here’s another example of speeding up a tedious task – I was recently sent a lot of content in the form of screenshots. Before AI came about, I would’ve had to manually type out the parts I needed to use, but this time I could upload the screenshots and say, “Transcribe the text in these images.” Many, many precious minutes saved!
Tip: Use AI to handle repetitive, time-consuming prep work so you can focus your energy on the strategic and creative aspects of your communications.
Break through creative blocks
AI can serve as a brainstorming partner to make you even more creative when you’re stuck or need fresh perspectives on familiar messaging.
Benefits of using AI:
- Provides alternative ways to express the same sentiment
- Helps when you’re too close to something and need an outside perspective
- Gets your creative mind moving in new directions
How I Use AI for Creativity:
I like to get all my messy thoughts down without being held back by perfection. Then I come back to finesse, proofread, and format. AI can help with refinement.
For example, if I’ve used the same word or phrase over and over, I can use a prompt like, “Give me 10 other ways to say this to an audience who cares about <your cause>.”
Sometimes I might choose NONE of the suggestions, but the actual process gets me thinking of my own ideas.
Tip: Use AI to break through moments when you’re stuck, but don’t feel obligated to use its suggestions. Sometimes the value is simply in getting your own creative wheels turning.
Okay, so those are a few ways I’ve personally found AI helpful when I’m writing for nonprofit organizations. But I will say this – the more I learn about AI, the more I’m convinced of the importance of human-ness (yes, I made up a word). Here’s why…
The Case AGAINST Using AI in Fundraising Communications
Everything sounds the same
A massive problem I see is that AI is creating a “sameness” crisis in nonprofit communications.
Concerns about using AI:
- Generic language is everywhere
- Loss of unique organizational voice
- Organizations become unrecognizable and will be easily forgotten
What I’m Seeing:
I look around and notice everything starting to sound the same because many nonprofit professionals are using ChatGPT or an equivalent to create their content. The result is often a whole lot of generic-sounding language… “transform lives” or “make a difference” – these terms could apply to any organization.
It’s all starting to feel a bit empty. Where is the heart?
Not only will people stop noticing you, but they also won’t remember you — because you’re blending in to sound like too many others. And let’s be real, our attention spans are already dwindling.
As my friend Tasha Van Vlack says in her Community Hives article:
“In a world of automation, being fully human is the boldest thing you can do.”
Tip: Now is the time to stand out! Your authentic voice is your competitive advantage. When I train nonprofit teams, I recommend what I call the “name cover test.” It’s where you take your content (e.g. website homepage or appeal letter) and answer this question – if you covered your organization’s name and logo, would people know it’s you?
Accuracy Issues
Be very careful because AI doesn’t understand context and can create serious problems if you don’t verify everything it produces.
Concerns about using AI:
- Fabricated or altered quotes
- Factual inaccuracies about your programs
- Inappropriate tone for sensitive situations
- Content that doesn’t reflect your organization’s values
A warning from my experience:
I’ve seen AI change or completely make up statistics, quotes, or even entire case studies. Can you imagine how this could shatter the trust your donors place in you?
Tip: Always check back with the source for accuracy. Never publish AI-generated content without verifying every claim, quote, and statistic.
How can you know what to keep human vs. where AI can help?
It’s so important to understand what must remain authentically human and when AI can support those human elements without replacing them. Here’s a snapshot of how I think about this…
Keep these things human:
- The heart and passion behind your mission
- Emotional connection with donors
- Creative storytelling and unique angles
- Empathy and understanding of your community’s needs
- Strategic thinking about donor relationships
Use AI to support the human work:
- Background research and data processing
- Transcription and organization tasks
- Generating alternatives when you’re stuck
- Handling repetitive formatting tasks
The winning approach
Ah yes, it’s a tricky balancing act indeed. Organizations that lean too heavily on AI risk becoming forgettable in a sea of generic messaging. Those who reject it entirely may fall behind in efficiency (when resources are already tight, am I right?).
The winning approach is to use AI to handle the tasks that free up your time and mental energy for the work that only humans can do… building genuine relationships, telling authentic stories, strategizing new ideas, and connecting with the hearts of your donors.
Final Tip: Know what you need to keep human–emotional connection, empathy, creativity, strategy – and know when to use AI to help you do the human things better. Because, yes, your time is precious! In a nutshell: Use AI for efficiency, but never let it replace your heart.
Madeleine Nance –
Maddie’s area of expertise is ‘moving hearts’ through emotive writing—such as direct response communications, cause-related marketing, and fundraising campaigns. She currently works as a Fundraising Copywriter and Strategist for nonprofits. And is the Creator of the mini course ‘Emotive Writing to Move Your Donor’s Heart’ and co-founder of Kind Word.
