Imagine the perfect nonprofit appeal: a heartfelt story that pulls the reader in, offers clear connections between donations and real impact, and asks for support in a warm, respectful way. It strikes the right balance—emotional but not manipulative, urgent but not pushy, and personal and human.
Think about how the donor feels. Emotional. Proud to be making a difference.
Now imagine them finding out it was written by ChatGPT.
Do they feel impressed...or deceived?
Data shows that as of 2024, 58% of nonprofits had incorporated AI into their communications and 68% used it for data analysis. This includes AI that is built into a nonprofit CRM, but it has outpaced even for-profit companies.
Given this prevalent use and the fact that philanthropy is often an emotional response to an appeal, nonprofits are left with an ethical question: Should they let donors know when they aren’t really writing newsletters, articles, or appeals?
We’ll get to some advice about that. First, let’s look at why and how nonprofits have eagerly embraced AI.
The Rise of AI in Donor Communications
Nonprofits have adopted AI for some of the same reasons the rest of us have—it just makes life easier.
Highlights include:
- It increases efficiency
- It helps with sophisticated personalization
- It offers scalability
- It helps you analyze data like donor behavior, forecast giving trends, and make decisions based on data
- It lets you create content, like emails, newsletters, social posts, and fundraising appeals, quickly without needing a writer
- Tools are easily accessible and are affordable, with many being free
While there are certainly advantages to using it, there are, however, two concerns that might keep nonprofit execs up at night:
Does it depersonalize our donor communications?
And is it ethical to use it and not disclose it?
Donors Value Authenticity
Nonprofit Tech for Good conducted a survey during the summer and fall of last year. With 641 online donors responding, they discovered that:
- 38% of online donors do not believe that nonprofits effectively communicate the impact of their donations, and 47% think there’s room for improvement
- 33% say email is the communication method most likely to inspire them to donate
- 29% say social media is the most effective communication channel
- 17% listed a nonprofit’s website, and 9% mentioned direct mail
This tells us that authenticity and transparency are critical when engaging donors, and this is particularly true in email communications. Donor trust is central to giving and retention.
So Should You Spill the Beans?
Perhaps none of this background is news to you, and you’re already relying heavily on AI to help with donor communications. And you’re just looking for guidance on whether or not it’s ethical to keep that fact under wraps.
Let’s consider the reasons you should disclose the truth:
- It will build trust with your donors, who value honesty and transparency
- It signals that you’re a modern and innovative organization
- It can start a conversation about how important it is for your team to spend time where it will most impact your mission
And why might you not?
- Donors might assume you’re cold or impersonal
- Emotional connection can be damaged or lost
- Trust might be breached - “Are those impact stories even real?”
There are some examples of how transparency can positively impact your organization, even when the news isn’t great.
Feeding America felt a big pinch from increased need during the early days of COVID. They sent emails acknowledging the overwhelming demand and the logistical challenges in meeting it. They shared behind-the-scenes photos of food shortages and discussed staff stress and supply chain hurdles.
People responded with understanding and support, and even shared social posts. This led to increased donations, showing that donors valued being brought in as partners during a tough time.
It works in other places, too. Christopher Penn runs a company called Trust Insights and reports often on AI. If anyone can use it in the most nuanced way, it's him.
The top of his newsletter carries this statement:
Both Feeding America and Christopher Penn choose authenticity and transparency.
Best Practices for Using AI
Are we going to tell you what to do?
Nope.
It’s up to you, based on your audience and their expectations. If they are happy with a news feed, they might not care who authored it. The answer might be different if you’re writing an appeal that tugs at their heartstrings.
There are some best practices to consider:
- If you want to disclose assistance from AI, be clear, and don’t be afraid to show humor or that it is a smart use of resources. (For example, “I wrote most of this, but AI helped when I got stuck” or “Our team is busy feeding hungry children, so AI pitched in on the newsletter.”)
- Keep a human touch. While AI is great for outlines or drafts, you must review and personalize the final text.
- Comply with data protection regulations like GDPR. And never, ever share or store donor data on unsecured systems.
- Use AI (unapologetically!) for personalization at scale. For example, AI can analyze data to segment donors by interest, giving history, or engagement level. Then, human-you can personalize the message to each group.
- Use AI to enhance what you write, not replace it. If you have an impact statement from someone your nonprofit has helped, you can ask AI to help organize it—as long as the beneficiary's real voice leads. And never let AI make something up. Use real people and data; let AI help you present it well.
- Monitor AI output carefully. It’s amazing technology, but it’s not you. Watch for inconsistencies or inaccuracies, insensitive statements, or tone-deaf writing. Don’t hit “send” without human eyeballs on it first!
Honor the Human Behind the Mission, But Let AI Help
There’s no one-size-fits-all answer. Whether or not you tell donors that your appeal or newsletter was written (or co-written) by AI depends on your audience and your comfort level.
But here’s what we do know: donors give because they care. They want to feel seen, appreciated, and connected to your mission. So if AI helps you communicate more often, more clearly, or more personally, great.
Just don’t let it replace the human warmth that brought your donors in the door in the beginning.
Use AI thoughtfully, ethically, and transparently when it's necessary. But remember that while the tech may be powerful, your relationship with your donors is irreplaceable.
