As organisations across sectors explore AI’s vast capabilities, charities are no exception. The latest research shows that 61% of charities are now using AI in their daily operations, a dramatic increase from 30% just a year ago. This shift signals a significant change in how organisations operate, with technology increasingly a critical driver of strategy. For many charities their focus is on how AI and data management systems can open up huge possibilities in customer relationship management, like in every other sector, but in this case to tailor fundraising asks, advice and support for beneficiaries at the touch of a button.
How do we make the most of it?
While AI presents huge opportunities, what comes with rapid AI adoption is the need for training and strategic planning to harness its full potential and mitigate the potential pitfalls of a greater reliance on the tech. A recent study found that 57% of charities identified the need for further training to effectively leverage AI. Most charities are realistically in the early stages of integrating AI, but with the constraints on resources and limited appetite for risk, this might be just the sector that really thinks through how to maximise the value add of AI, rather than just getting swept along for the ride.
Your new AI teammate
As AI agents make their way onto desktops, we are going to start working with new AI team members. They might not have their own desk, job title or cup in the kitchen, but they will be there in your team soon enough, helping you and others in your day-to-day work. The question is how, and who will incorporate these new “team members” into operations and how will it change the team?
AI has massive potential to improve efficiency and accuracy and just do things for us faster than we can. However, there are risks in becoming overly reliant on AI systems or what we might come to feel like members of our team. What happens if we place too much trust in technology? What if we start believing AI more than the humans right in front of us? What if we stop bothering to ask the people around us at all when you can get an answer more quickly from your AI teammate?
Although not AI, the post-office scandal remains a stark reminder of the dangers of an over-reliance on technology, where automated systems were trusted more than human judgement with devastating consequences. Or maybe like me, you have ended up on a gravel track, blindly following google maps’ directions, having completed the 5-point turn to get out of there vowing never to trust it again! What is needed here is a moment of OD thinking, go slow to go fast… or maybe just a little slower than the hurtling rocket of AI progression we are seeing around us. ‘AI notoriously fails in capturing or responding to intangible human factors that go into real-life decision-making – the ethical, moral, and other human considerations than guide the course of business, life and society at large’1 In order to maximise the potential of AI maybe we need to slow down and think carefully about how we want to relate. Ask some questions, what problems is our AI function here to solve? Who is responsible for checking on whether the AI is actually right or has the skills we need? Does it reflect our organisation values? And is it a trusted and well integrated part of the team that everyone has access to? Just a few questions we should all be asking as we build AI into the fabric of our organisational life.
AI in Charities: Key Statistics
61% of charities are using AI in their daily operations
65% of charities believe AI is relevant to their work
33% of charities use AI for content creation
32% of charities use AI for administrative tasks
68% of charities cite financial constraints as a barrier to AI adoption
66% of charities say lack of time and capacity is a barrier
Source: The Charity Digital Skills Report
The Urgency of AI Adoption – striking the right balance
The rush to adopt AI is palpable. There’s an undeniable urgency in the air, driven by the flurry of new tools and the immense potential they offer. At its best, AI adoption will be a game-changer. The Charities Aid Foundation (CAF) highlights the massive potential of AI in the charity sector, with the ability to streamline research processes, improve operational efficiencies, and enhance customer experiences. Whether improving outcomes, boosting competitive advantage, or scaling impact, the possibilities are inarguable.
AI is guaranteed to play a pivotal role in the future of charities, optimising operations and driving meaningful change. As we continue to explore the potential of AI in the charity sector, as in every other sector, the key will be to strike the right balance. It’s about harnessing the power of AI while ensuring that human judgement remains at the forefront in the race for impact and outcomes.