Non-profit

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A Comprehensive CRM Review Every Three Years Is Best Practice for Charities

CRM review

For many charities, a CRM (Constituent Relationship Management) system like The Raiser’s Edge, Salesforce Nonprofit Cloud, or Microsoft Dynamics is the beating heart of fundraising, donor engagement, and operational success. Yet, all too often, these systems are “set and forget”—rarely reviewed, inadequately governed, and underutilised. A comprehensive CRM review every three years is not just recommended—it’s best practice.

What Is a CRM Review?

A CRM review is a structured evaluation of how well your CRM system supports your organisation’s strategic goals, day-to-day processes, data health, and user experience. It examines both the technical and functional aspects of your system, assesses current pain points, and identifies opportunities for improvement. Ultimately, a review helps ensure your CRM remains fit-for-purpose in a rapidly evolving fundraising and technology environment.

What Steps Are Involved?

A typical CRM review includes the following key activities:

  • Stakeholder Consultation: Interviewing staff across departments to understand what’s working and what’s not.
  • Data Quality Assessment: Identifying duplicate records, missing data, outdated fields, and inconsistent coding structures.
  • Process Mapping: Reviewing how workflows (e.g., gift entry, stewardship tracking, event registration) are managed in the CRM and where efficiency gains can be made.
  • System Usage Analysis: Evaluating login frequency, feature adoption, and reporting habits across user roles.
  • Gap Analysis: Comparing current functionality against organisational needs and best-in-class practice.
  • Integration Review: Checking how well your CRM interfaces with tools like finance systems, email platforms, and payment gateways.
  • Governance and Training Review: Evaluating policies, access controls, and user training protocols.

What Are the Outcomes?

A comprehensive CRM review generates a roadmap for improvement. Typical outcomes include:

  • Improved data integrity and consistency.
  • Streamlined and automated workflows.
  • Better adoption and satisfaction among users.
  • Clear recommendations for training and resourcing.
  • Identified opportunities for better integration and automation.
  • A list of features or modules that are underused or could be configured differently.
  • Greater alignment of the CRM with the charity’s strategy and goals.

Technology and fundraising practices evolve—so too should your use of your CRM. A regular CRM review is not a luxury or an IT exercise; it’s a strategic imperative. Every three years, a charity should stop, reflect, and ask: Is our CRM helping us raise more, engage better, and work smarter? If the answer is unclear, it’s time for a review. Contact us today!

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EOFY: How Charities Can Use SMS Effectively

SMS

As the end of the financial year (EOFY) approaches in Australia, the final two weeks of tax appeal season represent a critical opportunity for charities to close strong. Donors are making last-minute giving decisions, inboxes are flooded, and letterboxes are overflowing. Amidst this noise, one channel continues to offer unmatched visibility and immediacy: SMS.

With open rates consistently above 90%, SMS is one of the most underused tools in a fundraiser’s toolkit. Yet, in the final stretch of a tax appeal, it can be the nudge that turns consideration into commitment.

Why SMS Works (Especially Now)

  • It’s immediate. Most recipients read an SMS within 3 minutes.
  • It cuts through the noise. Unlike emails, SMS doesn’t sit in a cluttered inbox.
  • It’s personal. When done right, it feels direct and human—more like a reminder from a friend than a mass communication.

SMS Use Cases at EOFY

  1. Final Reminder with a Direct Link
    • “There’s still time to make a tax-deductible gift. Every dollar counts. Give now: [shortlink]”
  2. Impact-Oriented Messaging
    • “Your support today can help feed 3 families this winter. Make your EOFY gift here: [shortlink]”
  3. Thank You & Upgrade
    • “Thanks for your support last year! Your gift today can go even further before June 30: [shortlink]”
  4. Deadline Countdown
    • “Only 48 hours left to claim your donation as a tax deduction. Give now: [shortlink]”
  5. Multichannel Reinforcement
    • Send a short SMS referencing a recent appeal email or direct mail piece to remind donors and boost conversion.

Best Practice Methodology

  • Segment Your List: Don’t blast everyone. Prioritise warm leads—recent donors, lapsed donors, or highly engaged subscribers.
  • Personalise the Message: Use the supporter’s name if possible and keep it relevant to past giving.
  • Include a Clear CTA: Make it easy. A single, trackable shortlink to your donation form is best.
  • Use Time Sensitivity: Make the message timely and urgent—but respectful.
  • Follow Up with Gratitude: A short thank-you SMS after the gift goes a long way.

SMS Platforms for Charities

Several SMS platforms are charity-friendly and integrate easily with CRM systems:

  • Whispir: Widely used by nonprofits in Australia, with automation and segmentation tools.
  • Burst SMS: Offers local support and robust delivery reporting.
  • MessageMedia: Strong integrations with platforms like Salesforce and Blackbaud.
  • ClickSend: Cost-effective and easy to use for small to mid-sized campaigns.
  • Twilio: Highly flexible API for organisations with custom SMS workflows.

Compliance Note

Ensure that all SMS communications comply with Australian spam and privacy regulations. Always include an opt-out option if you’re sending bulk messages.


The EOFY is a sprint. With so many messages vying for donor attention, SMS can cut through the noise and convert intention into impact. Used wisely, it’s the modern fundraiser’s most powerful last-minute tool.

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How Charities Can Stand Out Amongst the Tax Appeals

A collection of some of the Tax Appeals received

Last week, I shared a personal experience that left me reflective—and a little frustrated. Within five minutes, I received two phone calls from the same telemarketing agency, each on behalf of different charities and their tax appeals. By the end of the series of calls, I learned that the same agency was representing at least three charities I support. It raised a crucial question: amid a highly saturated fundraising season, how are charities ensuring they’re heard and remembered amongst all the tax appeals?

As the end of the Australian financial year nears, the volume of tax appeals has reached an overwhelming pitch. I’ve counted over 200 separate tax-related solicitations in just a few weeks. These came through Australia Post, email, and telemarketing. Yet, only six of these appeals reached me via SMS—a surprisingly underutilised channel, especially considering its immediacy and high open rate.

This flood of communication—often with overlapping messages, similar visuals, and generic tones—has made it harder than ever for charities to stand out. The risk isn’t just being ignored. It’s donor fatigue, brand dilution, and ultimately, missed revenue. Worse, when multiple charities share the same telemarketing provider without coordination, it creates a disjointed experience for the donor and reflects poorly on both the agency and the organisations involved.

So, how do charities rise above the tax appeals noise?

Here are some strategies to help your appeal break through the clutter:

  • Personalise Every Touchpoint: From using the donor’s name to referencing past support, relevance is key. Your appeal should feel like it was written for one person—not a database.
  • Be Visually Distinct: In the letterbox or inbox, bold design choices, vibrant imagery, and memorable branding make a difference. Don’t settle for templated layouts.
  • Use SMS—Strategically: SMS messages are short, timely, and often read within minutes. Whether to prompt a donation or say thank you, this channel offers direct impact when used thoughtfully.
  • Coordinate with Agencies: If you’re using external vendors, ensure you’re not overlapping or colliding with other clients in awkward or duplicative ways. A donor-first approach includes smart scheduling.
  • Highlight Urgency and Impact: Why give now? What difference will my gift make? The best appeals answer those questions in one clear sentence.
  • Segment Thoughtfully: Not every supporter should receive every message. Tailor your approach by giving history, engagement level, and communication preferences.

Tax time presents a vital window for giving, but it also demands that we communicate with clarity, creativity, and care. With hundreds of voices vying for attention, only those who truly connect with their donors will be heard.

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Telemarketing List Matters in Charity Fundraising

Telemarketing

Last Friday evening, I received two telemarketing calls—just five minutes apart—from the same agency. The callers were polite, professional, and represented two different charities. As someone who deeply supports the charity sector, I was struck not by the frequency of the calls but by the complete lack of coordination. If this is happening to someone who wants to engage with fundraising, what’s happening to the average donor?

I received a third call this long holiday weekend. This one came in on Monday on the King’s Birthday. This call was to buy more lottery tickets for an upcoming draw. I commented, “You are calling donors on a public holiday?” The caller laughed at me.

It is tax appeal season. I get it.

Telemarketing is an effective channel when done right—personal, direct, and, at times, emotive. But when it goes wrong, it leaves more than a missed opportunity. It risks eroding donor trust and staining the reputations of both the agency and the nonprofits involved.

The Case for Scanning and Suppression

Charity telemarketing firms must adopt the practice of scanning and suppressing duplicate entries across campaigns—particularly when representing multiple clients. A robust data hygiene process should include:

  • Cross-client suppression lists to prevent over-contacting the same individuals.
  • Deduplication against recent call logs to avoid calling a supporter more than once in a short time frame.
  • Opt-out synchronization across campaigns to respect the preferences of disengaged prospects.

Without this, what may seem like efficient outreach quickly becomes harassment.

Impact on Reputation

When multiple charities use the same firm and that firm fails to coordinate outreach efforts, the result is simple: donors feel like a target, not a supporter. The damage is twofold:

  1. To the charity’s brand – Donors may associate the annoyance of repeated calls with the charity itself, leading to complaints, social media backlash, and—worst of all—long-term disengagement.
  2. To the telemarketing industry – For an industry already walking a tightrope of public opinion, incidents like this validate every criticism about aggressive or insensitive fundraising tactics.

I am not mentioning the names of the two telemarketing firms or the charities. I have contacted the firms and the charities to let them know my distaste for the calls, one after another.

A Turnoff for Donors

At a time when donor trust is paramount, poor telemarketing practices act as a loud alarm bell for supporters. It tells them their privacy isn’t respected and their generosity is being taken for granted. This isn’t just a missed donation—it’s a missed relationship.

It’s time for telemarketing firms and charities to hold each other accountable. Responsible data management, coordination between campaigns, and a donor-first mindset are non-negotiable. One call too many doesn’t just cost a gift—it can cost a reputation.

Let’s make smarter calls. For everyone’s sake.

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Offer an Opt Out for Mother’s Day and Father’s Day Communications

Opt out

Mother’s Day and Father’s Day are among the most sentimental and widely celebrated holidays of the year. For many, they’re joyful moments to honour parents, share memories, and express gratitude. But for others, these days can be emotionally complex—or even painful. Whether it’s due to the loss of a parent, estrangement, infertility, miscarriage, or the experience of being an unacknowledged parent or child, these holidays can be triggering. They can serve as reminders of grief, absence, disappointment, or exclusion.

In an increasingly emotionally aware and diverse society, charities, businesses, and brands have an opportunity—and arguably a responsibility—to acknowledge that not every customer, supporter, or employee experiences these holidays the same way. Further, you have an opportunity to offer people the chance to opt out of communications related to such holidays.

A Sensitive Approach in Action

The email in the image above from True Classic, titled “Opt-Out of Father’s Day Emails,” is a thoughtful example of what respectful, inclusive messaging can look like. In just a few lines, they:

  • Acknowledge that Father’s Day may be a sensitive time for some people.
  • Offer a simple opt-out link for those who’d rather not receive holiday-related messages.
  • Reassure recipients that opting out won’t affect their relationship with the brand.

True Classic did the same for Mother’s Day emails. This is a small but powerful act of empathy. It recognises the emotional spectrum people may feel without demanding an explanation or forcing a universal experience onto every inbox.

Why Allowing People to Opt Out Matters for Charities and Corporations

1. Builds Trust and Respect
Acknowledging the full emotional range of your audience—rather than just the idealised version—builds authenticity and respect. It sends a clear message: “We see you.”

2. Supports Emotional Wellbeing
For many who are grieving or struggling, being bombarded by messages about parents can feel isolating or overwhelming. Giving people the choice to opt out is a form of care.

3. Aligns with Values of Inclusivity
For organisations that claim to value diversity, equity, and inclusion, this is an actionable, human-centred step in that direction.

4. Enhances Brand Loyalty
Compassionate communication resonates. People are more likely to remember and stay loyal to brands and organisations that make space for real life and real emotions.

Tips for Thoughtful Holiday Communications

  • Send a holiday opt-out email in advance of Mother’s Day or Father’s Day.
  • Use inclusive language that acknowledges a range of experiences.
  • Train staff—especially those in customer service or donor relations—to be sensitive to these nuances.
  • Avoid assumptions about gender, family structures, or relationships in your campaigns.

As we move toward more thoughtful communications in all sectors, companies and charities alike have the chance to lead with empathy. A simple opt-out message may seem small—but for someone struggling, it can be the thing that makes them feel seen, respected, and supported. And that’s good for humanity, not just for business.

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Executive Search Firms – A Step-by-Step Guide

Executive Search Firms

When a charitable organisation is preparing to hire a new Chief Executive Officer or other senior leader, the stakes are high. These individuals shape mission delivery, culture, and long-term sustainability. To ensure a successful outcome, many organisations turn to executive search firms for support. But engaging the right firm—and managing the process well—requires preparation, clarity, and oversight.

Here’s a step-by-step guide to help your organisation navigate the process of engaging an executive search firm for a senior leadership role.

Step 1: Define the Need and Objectives for Executive Search Firms

Before reaching out to executive search firms, your board or executive committee should agree on:

  • Why external support is needed
  • The goals of the search (e.g., replacing a retiring CEO, scaling the organisation, diversifying leadership)
  • The desired timeline
  • Budget allocation for the search

Clarity at this stage ensures a better fit between your organisation and the search partner.

Step 2: Draft and Distribute a Request for Proposal (RFP)

An RFP outlines what your organisation is looking for and invites search firms to submit proposals. Key sections include:

  • Organisational overview and mission
  • Position description or search scope
  • Services required (e.g., candidate sourcing, stakeholder interviews, psychometric testing)
  • Timeline and deadlines
  • Proposal submission requirements

Be specific—but flexible—so firms can suggest value-added approaches.

Step 3: Identify and Invite Qualified Search Firms

Create a shortlist of 3–6 reputable firms with:

  • Experience in the nonprofit or social purpose sector
  • Knowledge of the role type (e.g., CEO, fundraising, advocacy)
  • Demonstrated commitment to diversity, equity, and inclusion
  • Proven ability to recruit nationally or globally if needed

Reach out directly or post your RFP publicly to encourage a diverse pool.

Step 4: Evaluate Proposals with a Clear Scoring Framework

Use a scoring matrix to compare proposals fairly. Key criteria to assess include:

  • Understanding of your mission and sector
  • Track record and references
  • Search methodology and timeline
  • Team experience and assigned personnel
  • Cost and value

Interview top candidates if needed to ensure cultural and strategic fit.

Step 5: Finalise the Contract and Expectations

Once a firm is selected:

  • Agree on the fee structure, milestones, and deliverables
  • Clarify roles (e.g., who’s managing communication with candidates?)
  • Confirm confidentiality protocols and conflict of interest provisions
  • Define expectations for stakeholder involvement and updates

Good contracts help prevent misunderstandings and ensure accountability.

Step 6: Support the Search Process

Even with a firm engaged, your organisation plays a key role:

  • Provide clear and consistent messaging to staff and stakeholders
  • Designate a point of contact from the board or HR
  • Ensure timely feedback on candidate profiles and interviews
  • Uphold a respectful and inclusive experience for all applicants

Step 7: Prepare for Onboarding and Transition

Once the successful candidate is appointed, the firm may assist with:

  • Negotiating terms
  • Communicating the appointment
  • Supporting onboarding and transition planning

Thoughtful onboarding improves retention and ensures your investment in the search pays off.

Final Thought

Partnering with executive search firms can be a strategic and transformative step for a charitable organisation, especially when approached with clarity and care. By following a structured process, you not only increase your chances of hiring the right leader but also strengthen your organisation’s governance and long-term success.

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Executive Search Firm engagement is a must for a CEO-Level Searches

Hiring a new CEO is one of the most consequential decisions a charitable organisation will make. The Chief Executive Officer plays a pivotal role in shaping vision, setting culture, and guiding the organisation toward mission-driven impact. Given the complexity, importance, and long-term implications of this leadership transition, engaging an executive search firm can be a strategic move—one that delivers both immediate and lasting benefits.

1. Broader, Deeper Reach into the Talent Market

Executive search firms bring expansive networks and sourcing tools that go far beyond posting job ads. They are equipped to identify, approach, and engage passive candidates—those not actively seeking new roles but who may be perfect fits. This expanded reach is especially valuable for charities seeking candidates with specialised experience in fundraising, certification, advocacy, or global nonprofit leadership.

2. Expertise in Nonprofit and Mission-Driven Leadership

The best search firms understand the unique demands of the nonprofit sector. They know that effective leadership in a charity requires more than corporate experience—it demands emotional intelligence, a commitment to ethical governance, stakeholder diplomacy, and a strong connection to the mission. Search partners bring insights from similar organisations and can ensure alignment in values, style, and strategy.

3. Objectivity and Confidentiality

Executive transitions can be sensitive—particularly if they involve an outgoing founder or a long-tenured CEO. An external firm brings a neutral, confidential approach to the process, ensuring fairness, discretion, and professionalism throughout. This helps avoid internal bias and protects relationships with staff, donors, and partners during the transition period.

4. Support for the Board and Search Committee

Most charity boards are composed of volunteers with full-time responsibilities outside the organisation. A search firm helps structure and manage the recruitment process—defining timelines, drafting candidate profiles, assessing applicants, and facilitating interviews. This allows board members to focus on decision-making, not administration.

5. Ensuring Diversity, Equity, and Inclusion

Quality search firms have embedded DEI practices and actively work to broaden the candidate pool to include diverse voices and perspectives. For charities that want to lead with equity, this support is essential in avoiding blind spots and ensuring inclusive recruitment.

6. Improved Fit and Reduced Risk of Turnover

Search firms use competency-based interviewing, reference checking, and often psychometric testing to ensure the final candidate is not only qualified, but culturally aligned. This improves long-term fit, which is critical in the nonprofit sector where CEO turnover can destabilise operations and erode donor confidence.

Final Thoughts

While hiring an executive search firm is an investment, the cost of a poor leadership hire is far greater. For charitable organisations navigating leadership transition, especially at the CEO level, partnering with an experienced search firm isn’t a luxury—it’s a strategy that protects your mission, people, and future impact.

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A Positive Reference for a Poor Performer Harms the Fundraising Sector

In the nonprofit world, references carry significant weight. They’re often seen not just as a testament to a candidate’s skills and experience, but as an endorsement of their integrity, commitment, and suitability to steward donor relationships and drive mission-critical revenue. That’s why giving a positive reference for a poor performer or problematic staff member—even with good intentions—is not just misleading. It’s a disservice to the entire fundraising sector.

Fundraising Is Built on Trust

Fundraisers are stewards of donor relationships, financial resources, and public trust. When someone has demonstrated poor performance, a pattern of unreliability, or even unethical behavior, providing them with a glowing reference enables them to carry those issues into another organisation—often unchecked.

This not only puts future donors at risk but undermines the confidence of leadership and boards in their fundraising staff, which can have long-term consequences for the profession’s credibility.

It Erodes Professional Standards

The fundraising sector is increasingly professionalised, with credentialing, codes of ethics, and best practice benchmarks. When we overlook performance issues and recommend someone “just to help them move on,” we dilute the very standards we’re trying to uphold.

References should reflect a candidate’s ability to do the job well and act with integrity—not simply serve as a pass to their next paycheck.

The Cycle of Dysfunction Continues

Problematic behavior that goes unaddressed—poor communication, missed targets, toxic conduct—often becomes a pattern that is repeated across organisations. Leaders who fail to be honest in references contribute to a cycle where future managers must deal with inherited issues, often at the expense of team morale and donor relationships.

Honesty Isn’t Cruelty—It’s Responsibility

Giving an honest reference doesn’t mean being vindictive. It means providing balanced, factual feedback:

  • Acknowledge areas of strength
  • Share development needs or limitations
  • State whether you’d rehire the person (a telling question)

It is possible to be both kind and truthful—especially if it helps another organisation make an informed decision.

The Bottom Line

The sector is too important—and the stakes too high—to paper over problems for the sake of convenience or collegiality. As leaders, we must protect the integrity of the fundraising profession by being courageous enough to give honest references. It’s not just about one hire—it’s about setting a standard for every hire that follows.

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Team Culture: Building Talent in an Inexperienced Team

When a Head of Fundraising steps into a new role and inherits a team of enthusiastic but inexperienced fundraisers, it can feel like both a challenge and an opportunity. While the pressure to hit targets and deliver quick wins is real, so too is the chance to shape a team culture grounded in learning, collaboration, and results.

Here’s how experienced fundraising leaders can identify potential and develop capability in a junior or under-skilled team.

1. Start with Strengths, Not Gaps

Don’t begin by focusing only on what’s missing. Instead, take the time to understand each team member’s natural strengths, interests, and motivations. One person might be a relationship builder in the making, another a great writer, and someone else may have a data mindset begging for development. Conduct one-on-one conversations and use basic strengths assessments to get started.

2. Build a Culture of Continuous Learning

Inexperienced teams thrive when learning is embedded into the culture. That doesn’t mean sending everyone to expensive conferences. Instead:

  • Host regular internal training on donor care, appeals, or CRM basics
  • Invite guest speakers (including donors!) to team meetings
  • Set up peer-to-peer mentoring between those growing in different areas

A learning culture reduces fear of failure, increases engagement, and builds confidence.

3. Create Clear Roles with Stretch Opportunities

Sometimes a team feels underperforming simply because roles are unclear or misaligned. Redefine roles around both current needs and development goals. Assign “stretch tasks” to team members—like drafting appeal copy, attending major donor meetings, or leading a project—paired with support and feedback.

4. Model What Good Looks Like

Inexperienced fundraisers need to see what success looks like. As the leader, bring your team into your world:

  • Let them shadow your meetings or stewardship calls
  • Share past examples of winning proposals or reports
  • Demonstrate how to talk to donors and ask for support

When the bar is visible, it’s easier for people to aim for it.

5. Set Micro Goals and Celebrate Often

A junior team might not close major gifts in year one—but they can hit milestones that build toward them. Focus on:

  • Retaining first-time donors
  • Writing stronger thank-you letters
  • Increasing open rates on emails
  • Securing small upgrades from regular givers

Celebrate these wins visibly. Success breeds motivation.

6. Build a Long-Term Talent Plan

As the team gains experience, plan ahead:

  • Who might step into a mid-level role in 12 months?
  • Who needs a development plan to stay and grow?
  • What specialist roles (e.g., data, grants) may need future recruitment?

By mapping growth now, you’ll retain the talent you’re investing in.

Inheriting an inexperienced team isn’t a limitation—it’s an invitation to lead with vision, generosity, and structure. With the right team culture, support, and strategic planning, today’s junior fundraisers can become tomorrow’s sector leaders. And there’s no better legacy for a Head of Fundraising to leave behind.

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Ethical Considerations for Charities Using ChatGPT in Fundraising

AI tools like ChatGPT are helping charities innovate and scale their fundraising efforts like never before. From drafting donor appeals to brainstorming campaign themes and building social media content calendars, artificial intelligence is proving to be a powerful ally for fundraisers. But with this power comes responsibility. As charities embrace AI-driven tools, they must also confront important ethical considerations. How do we ensure transparency, equity, accuracy, and trust when AI is involved in donor engagement?

Here are the key ethical considerations every charity should weigh before and during their use of ChatGPT in fundraising.

1. Protecting Donor Privacy

First and foremost, donor data must be treated with utmost care. While ChatGPT can generate compelling messages, it should never be fed real donor information—names, giving history, addresses, or personal details.

Best Practice:
Never input confidential donor data into ChatGPT or similar platforms. These tools do not guarantee data privacy or storage security, and doing so may violate data protection laws (e.g., Australia’s Privacy Act or GDPR).

2. Ensuring Transparency with Supporters

If you’re using AI-generated content in donor communications, ask yourself: Would your supporters expect this to be written by a human? While it’s not always necessary to disclose AI involvement, misleading donors by pretending automated messages are personal can erode trust.

Best Practice:
Use AI for first drafts or frameworks, but always personalise, review, and approve content manually. Authenticity is key in donor relationships.

3. Avoiding Bias and Discrimination

AI models like ChatGPT are trained on vast internet data sets—and that data may contain social, cultural, or racial biases. Without careful editing, AI-generated content could unintentionally reinforce stereotypes or exclude certain communities.

Best Practice:
Review AI outputs through an inclusion and equity lens. Ensure your fundraising messages are respectful, inclusive, and representative of the communities you serve.

4. Upholding Accuracy and Truthfulness

Fundraising relies on credibility. If AI content is used to describe your impact, statistics, or outcomes, double-check every claim. AI sometimes generates information that sounds authoritative but is inaccurate or fabricated.

Best Practice:
Always fact-check AI content, especially when referencing financial figures, program impact, or historical context. Don’t rely on ChatGPT to generate original data or specific organisational history.

5. Avoiding Overreliance

While AI can accelerate tasks, charities should guard against overreliance on automated content. Fundraising is built on empathy, listening, and human connection. AI can’t replace that—it can only support it.

Best Practice:
Use ChatGPT to boost efficiency, not replace human intuition. Balance AI-generated drafts with the authentic voice of your organisation.

6. Addressing Internal Transparency and Training

Staff should be equipped with clear guidelines on how and when to use ChatGPT. Without guidance, there’s a risk of inconsistency, poor-quality outputs, or privacy breaches.

Best Practice:
Develop an internal policy on AI use, including acceptable use cases, data input restrictions, ethical boundaries, and review processes.

7. Considering Accessibility and Equity

Not all organisations—or all donors—have the same comfort with or access to AI. Ensure your fundraising practices do not widen the digital divide or unintentionally alienate parts of your supporter base.

Best Practice:
Offer multiple channels for engagement and ensure human touchpoints remain central to your stewardship strategy.

The Bottom Line: Use AI Responsibly, with Human Values and Ethical Considerations in Mind

ChatGPT and similar platforms offer exciting opportunities for charity fundraisers. But fundraising is built on trust—and ethical use of AI is critical to maintaining that trust with your donors, your communities, and your teams.

At its best, AI can help charities raise more money, reach more people, and save precious time. But only when paying attention to ethical considerations and guided by clear values, strong policies, and a commitment to responsible innovation.

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