AI in the fundraising sector: JustGiving lead the charge

Online social platform JustGiving becomes the first to integrate AI into its services to help users improve their fundraising pages to boost donations

JustGiving is aiming to revolutionise fundraising with the integration of generative AI systems, with the technology aiming to help people create fundraising pages in a matter of seconds.

This ground-breaking development is expected to enable fundraisers to quickly and easily create and share their personal stories. In becoming the first major fundraising platform in the UK to embrace this type of AI, JustGiving is aiming to help thousands of people boost their fundraising efforts and benefit more than 20,000 charities as a result.

As AI technology continues to develop and evolve, it is interesting to see how these systems can be used to better benefit people within healthcare, charity and fundraising sectors moving forward.

The transformative impact of AI: Helping to raise extra funds

AI has already had an impact on the broader fundraising sector. According to Charity Digital, charities and organisations are already experimenting with AI as it is being used as part of funding applications, developing fundraising appeals and donor communication.

Whilst AI is not capable or sophisticated enough to complete an entire job, it is certainly a useful tool to help to remove some of the administrative tasks or draft pieces of text to ease the workload for charity and fundraising staff.

In efforts to drive forward digital transformation across businesses, relief workers and charities continue to face challenges as they consider bringing in further resources. Technology continues to assist in these changes.

On JustGiving alone, more than 850,000 fundraising pages were created last year and of these, around one third (35%) of fundraisers chose to use the platform’s pre-written content instead of writing their own individual stories.

Research conducted by JustGiving showed that many fundraisers found the task of writing their own personal stories to be too daunting and so turned to AI to help them attract more donations for their causes.

Highlighting the impact a compelling story on a fundraising page can have, pages that include a clear story raise around 65% more than those that don’t.

Pascale Harvie, President and General Manager of JustGiving said: “We know it can be difficult for our fundraisers to write up their very personal stories. Yet, those individual stories are the most important part of a fundraising page as they help people across communities understand what they’re doing and why they’re doing it.

“By using AI in this way as a powerful force for good, it’s our hope that our fundraisers will feel confident to share their JustGiving pages with their friends, family members and across  their networks.”

AI as a service?

JustGiving have stated that fundraisers who do not wish to use the AI service, do not have to, but for those who do, it is hoped that the revolutionary move will give fundraisers the confidence to share their JustGiving pages across their social networks on and offline.

Almost two million people shared JustGiving pages last year and in doing so collectively helped to raise an additional £151m (US$192.47m) for charities and good causes.

Whilst the benefits to these digital systems are overwhelming, it is understandable that there would be some concerns to implementing AI. With increased experimentation into AI and working to make processes smarter, there is the hope that those wanting to get ahead in digital transformation do not eclipse smaller charities or fundraising groups.

It will also be important to ensure that AI and similar technologies are being used both in responsible and ethical ways. Greater collaboration between sectors will need to continue to better address social challenges.



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