Artificial Intelligence has continued to grow, and the potential for charities is becoming clearer. From reducing operations costs to improving donor relationships to streamlining timely tasks. However, the rising cost of living in the UK has led to less spending on general digital upskilling and tools. Slowing digital progress, a trend continuing in 2024.
According to the 2023 Charity Digital Skills report, 35% of charities were using AI, while 26% had plans to use AI in the future. The report highlighted a digital skills deficit, from how data is collected and analysed to upskilling staff teams. Last year, it was clear to us that charities are very interested in using AI tools in their organisation but weren’t ready to jump in quite yet. However, according to the 2024 Charity Digital Skills report, 65% of charities are using AI, a significant increase from last year’s 35%. This year half of charities (57%) are looking at external training, support or informal opportunities to work with AI. We welcome anyone looking to understand more about AI and emerging tech trends to learn more by joining us on our free webinars. Otherwise, let’s have a look at how charities are using AI.
What are the challenges to digital upgrading?
According to the 2023 Charity Digital Report, finding funders was one of the biggest challenges that charities face to securing funding for digital upgrades. According to the 2024 report, AI tool cost is an issue for 29% of charities. Funding organisations don’t tend to give funding for digital upgrading. In our experience, this needs to change as the world becomes increasingly online. Reliable, helpful, and secure digital services are vital for all charities nowadays.
Working with The Food Chain demonstrated to us the need for good online services for charitable organisations. The Food Chain provides food and nutrition services to people with HIV and had an outdated referrer managing system. Our work on the new referral system streamlined a referral system that previously required documents to be sent by email or fax.
AI has been used to help write grant applications, predict donations, create chatbots and analyse data. It’s been shown to be most helpful to small charities by freeing up time spent on resource-heavy tasks.
However, caution should be encouraged when using unknown AI tools. For example, when using generative AI tools like ChatGPT, it’s important to remember that they can present false information as true. Find out more about the past blunders of generative AI here.
Case Studies
The health sector, in particular, is currently benefiting the most from AI tools to improve services. You can find out all about our work with Positive East developing Pat the sexual health chatbot.
Parkinson’s UK
Using AI can significantly increase your charity’s income. As demonstrated by a Wood for Trees (WFT) case study using predictive modelling for Parkinson’s UK. The model’s development costs were more than covered in its first use, generating over £405,000 in increased net revenue. So, how did they do this, and can this work for all charities?
Mailing the same people, removing non-responders from the list saved money. However, it meant net income declined every campaign. Identifying possible receptive donors in their existing database without huge mailing costs. That was the challenge. According to James Culling, Head of Individual Giving, Legacies and Membership at Parkinson’s UK. “The model has saved our declining warm appeals programme. It has pinpointed and released previously untapped sources of income from within our own database, as opposed to the alternative of a high cost/high volume based acquisition programme.”
Prostate Cancer UK
One of the prominent examples of AI in the health sector to process data last year was STRATOSPHere. From University College London, supported by Prostate Cancer UK and Movember. It is a project precision treatment that is revolutionising personalised prostate cancer treatment. Using AI capable of analysing vast amounts of data to provide more effective treatments.
Cancer Research
Further research from a Cancer Research funded study used a neural network to spot changes in the DNA of prostate cancer samples. Taken from 159 patients two subtypes of cancer (evotypes) were identified. This method is a type of machine learning called deep learning that resembles neurons in the human brain. It’s made of interconnected nodes in structured layers.
WaterAid's Untapped
Now lets look at chatbot use by charities specifically for fundraising. Wateraid’s chatbot was one of the most engaging uses of technology by a charity. Linking supporters with the focus community for Wateraid’s fundraising appeal, Untapped. Through messages, photos, and videos, the chatbot introduces us to Sellu in Tombohuaun, who takes us on a guided tour of village life. Sellu introduces his home and family and updates us on the new water and sanitation infrastructures. All built with support from Wateraid.
To effectively use AI tools, having an idea of what can be done with the technology is important. At Japeto we can provide professional advice and help you maximise on the opportunities available. To learn more about how AI tools can improve fundraising operations, check out some of our previous workshops/ webinars.
