The nonprofit sector is becoming a frontrunner when it comes to AI adoption, with AI-supported technologies helping to meet growing expectations for efficiency, responsiveness, and community engagement. In fact, according to Twilio’s 2024 State of Nonprofit Digital Engagement report, by 2024 58% of nonprofits were already using AI in their communications, surpassing 47% of B2C companies.
And it’s clear to see why. In this new era of digital engagement, AI is providing nonprofits with tools to amplify their efforts. Over half of nonprofits are already using AI in their communications, with 42% of those deploying AI believe it has increased their charity’s income, indicating its return on investment.
Although storing data and aligning with data protection policies may feel complex, these advances in AI make it possible to analyse massive volumes of data to better understand the needs of volunteers, donors, and the populations they support. Whether it’s personalising awareness campaigns or predicting fundraising trends, AI provides powerful levers for organisations large and small.
However, financial challenges, training, and digital inclusion complicate its widespread adoption. So, what are the key value-adds of AI, and what barriers does the industry need to overcome to maximise AI’s impact?
AI: a more agile and precise response
Every second counts in a humanitarian crisis. Solutions incorporating AI are transforming the way organisations operate. For example, algorithms can analyse geographic data and signals in real time to identify the areas most affected by a disaster.
It’s possible to imagine an interface that combines data from satellites and mobile phones to instantly alert available volunteers, via notifications or messages, and coordinate actions on the ground. But this type of technology isn’t limited to logistics: it can also predict future needs for water, food, or healthcare for displaced people, thanks to predictive models. These approaches help aid recovery and rebuilding efforts.
AI-powered digital outreach
With 87% of nonprofits saying their digital communications are ‘critical’ to achieving their mission, AI can help maximise outreach even further.
Upstream, fundraising efforts can be optimised by centralisation and behaviour analysis tools, which allow messages to be tailored based on donor preferences and history. These intelligent fundraising campaigns, at the forefront of personalisation, increase the likelihood of participation and strengthen relationships with potential donors, bettering nonprofits’ donation strategies.
When it comes to healthcare, AI-powered systems can also send automated reminders and follow-ups to reduce patient no-shows and improve healthcare screenings, improving healthcare delivery for vulnerable populations.
AI support systems
AI-supported hotlines and helplines help give a lifeline for people in crisis, helping organisation triage inbounds, and giving agents the tools to best support those on the receiving end.
For example, AI can empower nonprofits to personalise engagement to provide customised support. This could include real-time language translation services in customer service interactions, facilitating communication in humanitarian aid efforts or where language barriers can be a significant challenge.
The structural challenges of the digital transition
However, adopting digital technology poses challenges. Small associations, lacking resources, often struggle to keep pace with innovations. Training volunteers and setting up the necessary infrastructure requires colossal investments.
At the same time, the use of these technologies is accompanied by strict regulations regarding the protection of personal information. Indeed, storing and managing data can be a complex hurdle to overcome, and poor management of these aspects can affect the trust of partners and beneficiaries.
Likewise, those deploying AI have an ethical responsibility to assess the representativeness of their datasets. With not all AI models being representative of the populations they serve, it’s important for the non-profit industry to take into account potential model biases, and consider interventions to mitigate bias where possible.
Finally, it is crucial to ensure inclusive adoption of these tools. Some audiences, whether donors or volunteers, could be excluded due to a lack of access to technology or limited skills in this area. To this end, organisations must deploy solutions natively designed with an inclusive model in mind.
Tailor-made tools for nonprofits
Solutions must be designed based on the real needs of the nonprofit sector. This requires the active involvement of stakeholders: volunteers, managers, and donors. Customising tools is key to better meet the diverse needs of different users while ensuring an intuitive interface.
Additionally, upskilling in AI literacy must be a priority: this can include training, practical guides, or accessible technology partnerships. AI agents, now at the heart of all discussions, can also transform campaign management by automating interactions while offering personalisation at scale.
By combining these technologies with a human-centred strategy, nonprofits can not only address current challenges but also anticipate future needs. The future of the nonprofit sector depends on the seamless integration of digital tools, combining technology and social mission to strengthen their impact while remaining true to their values.
