5 practical ways charities can use AI (without losing the human touch)

If you work in a charity, you’re probably spinning a lot of plates. You might be writing a funding report one minute and designing a social post the next, all while trying to stretch limited time and even tighter budgets.

It’s no surprise that AI is starting to turn heads in the sector. According to early insights from the 2025 Charity Digital Skills Report, 76% of charities are now using AI in their day-to-day work,  a big leap from 61% last year. And encouragingly, even small charities, often stretched for capacity and digital skills, are embracing AI tools to help manage communications, admin and fundraising.

Used well, AI can save time, generate ideas, and help charities cut through the overwhelm. But it can also feel like just one more thing to figure out. Where do you begin? And how do you use it in a way that feels authentic, without stripping away the human, often deeply emotional side of the work you do?

I’ve worked with purpose-led organisations for many years and have developed BrandBot Studio, an AI-powered marketing toolkit built for small teams. Here are five practical ways charities can use AI to support their marketing without losing their voice.

Start with strategy, not just prompts

It’s tempting to jump straight into tools like ChatGPT or Claude, but before you ask AI to generate anything, take a step back and tell it exactly what you are trying to achieve. Are you raising awareness, driving donations, reconnecting with lapsed supporters?

My own experience marries with the latest Charity Digital Skills Report, which highlights that charities making the most progress with AI are the ones using it strategically, not just tactically. A prompt is only useful if it’s guided by a clear purpose.

Teach it how you talk

AI doesn’t automatically sound like you. But it can learn. Feed it examples of past campaigns, social posts, or your brand guidelines. Describe how you want to sound, for example, warm, inclusive, jargon-free.

With time, the tool will start reflecting your organisation’s unique voice. This is especially helpful for small teams who want to keep messaging consistent without needing a whole comms department or external support.

Let it help you start (but not finish)

If you’ve ever stared at a blank screen wondering where to begin, you’ll know the feeling. AI can help by creating a rough draft, whether it’s a blog, email, or event summary.

Just remember, it’s a time-saver, not a finished product. You’ll still need to add your real stories, impact, and voice. Always check the facts; tools can and do get things wrong (what we call “hallucinations”).

Use it for the niggly jobs

AI is especially good for small but important tasks that often take up precious time, such as crafting email subject lines, batch-creating social posts, or summarising meetings. These tasks often fall by the wayside when time is short, but they all help improve reach, clarity, and accessibility. By letting AI take care of the small stuff, you free up more space for creative thinking, storytelling, and deeper work.

Involve your whole team

You don’t need to be a tech expert to benefit from incorporating AI, and it shouldn’t be the responsibility of just one person. Involve your wider team by encouraging them to test out tools for their own areas, whether they’re writing job ads, tidying up reports, or generating ideas for events.

When everyone has a go, you build confidence across the organisation and spot even more ways it can help lighten the load.

If you’d like to learn more, join me at the DSC Marketing Conference, where I’ll share practical tools, tips, and real-life examples. Whether you’re brand new to AI or already experimenting, you’ll leave with clear, simple ways to make it work for you and your organisation without compromising your message, values, or voice. Register here.

Hope to see you there.

This article was written by Clare Martin with the help of AI and a human editor.