Navigating the AI Wave: Guidelines for Ethical AI Use in Fundraising
We were delighted to welcome Dana Segal, international fundraising consultant, to lead a workshop for our Arts Council RAISE participants on all things AI and its implications for arts fundraising. It was an incredibly eye-opening session, in which participants brainstormed some draft guidelines for ethical and effective use of AI.
Today on OKC Insights, we’re sharing those guidelines with you, and adding some of our own thoughts into the mix. We hope that whether you’re an arts organisation or operating in the wider not-for-profit space - or indeed, simply someone who is curious about what AI means for the future of fundraising! - you find this helpful.
Think of AI as a Co-Pilot: Use it as a Tool, but Be Informed and Cautious
Whatever your reasons for using AI, it shouldn’t be in the driving seat! Remember that the benefits of AI lie in its ability to assist and enhance human decision-making - not to replace it. To use it most effectively, invest time in understanding the technology's capabilities and limitations.
If It Feels Dishonest, You've Probably Crossed an Ethical Line
In the not-for-profit sector, we all know that being trustworthy and transparent are non-negotiable - not only from a governance perspective, but also when it comes to how you communicate with your supporters and your beneficiaries. Honesty should always be at the forefront when employing AI in any context - trust your gut here, and make sure that you feel good about anything you’re putting out into the world.
Make Sure You Don't Replace the Voice of the Beneficiary/Service User
Be sure to avoid drowning out voices of your beneficiaries or service users. AI should complement and amplify their stories and needs - not replace them. The organisation Furniture Bank’s use of AI for their 2022 annual campaign is an interesting ethical case study here worth exploring.
Don't Allow AI to Cannibalise the Work Opportunities of Peers and Colleagues
As AI becomes more integrated into so many different industries, not just within the not-for-profit sector, it's crucial to ensure that people have job security. Remember that AI is no replacement for the human brain and the years of individual experience that a person may have influencing their unique perspective and outlook. If the recent writers’ strikes in Hollywood have taught us anything, it’s the importance of putting measures in place now that will protect careers and livelihoods long into the future. When it comes to building philanthropic partnerships, at OKC we champion relationship-focused fundraising, and believe firmly in the statement that ‘People Give to (‘real’) People’ - so we understand the things that AI can be, and, more importantly, the things AI will never be.
Consider It the 'Next Best Option'
While AI can offer efficiency and support in many contexts, it should be considered the 'next best option' after human involvement. People should remain the first choice, particularly for tasks that require empathy, creativity, complex decision-making, and a personal touch - all of which are key when it comes to fundraising!
There Is a Need to Be Transparent in Using AI When Something Is Created and Shared by It
As we mentioned earlier, trust is paramount in all that not-for-profits do. And transparency is key to maintaining that trust and accountability. The answer to the question of when to disclose that something was AI-generated will be different for different people and organisations; a general consensus amongst our RAISE participants was that when something is created by AI, that should be made clear. Transparency helps people - be they donors, partners, or beneficiaries - understand the source of the content they’re consuming and make informed decisions.
A Human Touch Is Always Needed
Certain aspects of the human experience, such as empathy, creativity, emotional intelligence and understanding are irreplaceable. Ethical use of AI should always recognise the importance of a human touch, and ensure that AI complements rather than substitutes for it.
AI Can Support Time Efficiency, Not Replace a Human
AI's primary role in the context of fundraising (and in many other industries) should ideally be to streamline processes, save time, provide inspiration or clarity, and reduce repetitive tasks. It should not, however, replace human expertise, decision-making, and that all-important personal touch - especially in contexts where ethical considerations, creativity, and nuanced judgements are vital.
Thank you to Dana and our RAISE participants for sharing their thoughts and insights! We hope that, regardless of your industry, these guidelines provide you with some food for thought about how you might ethically integrate AI into your work in the future.