Why charities must keep pace with a shifting world

In today’s fast-moving landscape, charities are navigating more change in a matter of months than many have seen in years. Whether it’s evolving policy frameworks, shifts in funder expectations, technological disruption—or even the spectre of artificial intelligence—what doesn’t change fast is the risk of being left behind. That’s why it’s vital for charities to understand and adapt to their changing operating environment. The organisations that thrive are not just those that respond, but those that anticipate—and lean into—what’s coming next. 

Charities and AI: no longer a fringe conversation 

A year ago, artificial intelligence might have felt like a distant possibility for many in the sector. Not anymore. AI use among charities leapt by an astonishing 77 percent in 2025, according to a Third Sector report—a clear sign that this is now firmly on the frontline of charity innovation.  

From small community groups experimenting with AI-guided storytelling, to larger charities deploying machine learning to predict beneficiary needs, examples are multiplying. Generative AI tools now help craft data-driven narratives and tailor grant applications, streamlining tasks that previously took staff hours—or even days—to complete. The question is no longer if charities should explore AI—but how they will. 

Exploring AI’s three-fold potential for impact 

Every charity should consider how AI can support three fundamental areas: 

1. Boosting internal efficiency 

AI can handle repetitive, time-sapping tasks with ease. Imagine auto-generating variations of your core case for support, tailored for different audiences or word-count restrictions—what used to take hours now takes minutes. Or, picture sorting and analysing datasets to uncover insights into service demand or donor behaviour, freeing staff to focus on strategy rather than spreadsheets*. 

2. Enhancing service delivery and beneficiary support 

AI isn’t just about admin; it can elevate the care charities offer. For example, chatbots can provide 24/7 support to beneficiaries, offering personalised guidance or signposting resources. Meanwhile, predictive analytics might help identify who is most at risk, enabling proactive interventions. The end result? More timely, tailored services that meet people where they are. 

3. Staying competitive in fundraising and grants 

As more charities adopt AI, the fundraising bar is rising. One funder noted that “the majority of the 700 applications they received … showed at least some signs of having been put together using AI”. 

Those not using AI risk looking outdated. AI tools can help craft more compelling grant applications—optimising language, highlighting the strongest impact data, and ensuring alignment with funder priorities. Of course, this must be balanced with authenticity: an overly AI-polished application may feel hollow, which is why having a clear organisational AI policy—and declaring its use when appropriate—can reassure funders. 

AI: a journey worth taking, but not without care 

None of this is to say AI offers a magic wand. There are real risks around data privacy, bias, environmental impact—and the danger that AI erodes authenticity or empathy in communications. But the potential gains are significant—and growing. What charities need is not blind enthusiasm, but a thoughtful, ethical approach to exploration. 

Get started with DSC’s AI training 

If you’re curious about AI—and want to approach it with confidence—consider enrolling in DSC’s upcoming course: Artificial Intelligence (AI) – Threat or Opportunity? – An Introduction for Charities, running online on Tuesday 21 October 2025. 

What you’ll gain: 

• A grounded understanding of what AI is (and what it isn’t), plus a short history to place it in context. 
• An ethical framework: how to use generative AI responsibly in your role or team. 
• Real charity case studies—so you can see how peers are putting AI to work. 
• Practical tools: a prompt-writing guide, ethics checklist, and a list of AI tools worth trying in your organisation  

Over one day (10:00–15:30), via a mix of presentations, discussion, and hands-on examples, you’ll build an approach that’s both imaginative and practical. 

In a world where change waits for no one, understanding—and harnessing—AI isn’t optional. It’s essential. By boosting internal efficiency, enriching the services you deliver, and keeping pace in fundraising, AI offers charities the chance to do more with less—and do it better. If you’re ready to explore that potential in a thoughtful, sector-appropriate way, DSC’s course is a smart next step. 

*Not convinced? This article was written using ChatGPT and the following prompt in less than 3 minutes, including writing the prompt and some very minor editing: 

Using the text describing this training course: https://www.dsc.org.uk/event/ai-threat-or-opportunity-an-introduction-for-charities-8/ write a 600 word blog piece that starts by outlining how important it is for charities to understand changes in their operating environment, goes on to outline the increase in charity use of AI (giving examples), and make the point that all charities should explore the potential of AI to increase their impact in three main ways: 1) increasing internal efficiency (give examples), 2) improve service delivery and/or how they are supporting their beneficiaries and causes (give examples), and 3) ensure they are remaining competitive when it comes to fundraising and securing grants. Match the writing style to blogs written by Ben Wittenberg at Directory of Social Change (www.dsc.org.uk) and finish the article with a recommendation to attend the DSC course, giving a brief summary of the things they will learn and gain by doing so.