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.
Nonprofits have adopted AI for some of the same reasons the rest of us have—it just makes life easier.
Highlights include:
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?
Nonprofit Tech for Good conducted a survey during the summer and fall of last year. With 641 online donors responding, they discovered that:
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.
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:
And why might you not?
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.
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:
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.