AI Use in the Charity Sector

As charities face falling donor numbers, tighter budgets and growing expectations from supporters, the pressure to do more with less is increasing. In response, many charities are looking to AI as a way to save time, work more efficiently and maintain the attention of their target audiences.

The 2025 Charity Digital Skills Report shows just how quickly this landscape is shifting. AI adoption within charities rose from 61% in 2024 to 76% in 2025, as organisations increasingly explore how these tools can support fundraising, communications, and operational efficiency.

Yet this rapid adoption is not without hesitation. Many organisations are still working out how these technologies should be used - and some remain understandably cautious. Rooted in human connection, empathy, and authentic storytelling, the charity sector can at times feel at odds with the growing influence of AI‑driven automation and machine‑generated content. For charities, the question is not simply what AI can do, but how it should be used responsibly.

Trust, authenticity and human connection remain central to the sector. As AI becomes more embedded within communications and fundraising strategies, charities must ensure that technology enhances rather than replaces the storytelling that drives engagement and donations.

Used thoughtfully, AI has the potential to free up time, improve decision‑making and help organisations reach supporters more effectively. The charities likely to benefit most in the years ahead will be those that see AI not as a shortcut to authenticity, but as a tool that strengthens meaningful, human‑centred storytelling.

How we use AI responsibly at 11 London

Be transparent in how AI supports our work 

Where AI is used, we’re clear about how and why it supports our work, so that charities always understand when these tools are involved. We recognise that AI is still new for many organisations and can feel intimidating, so we introduce it thoughtfully and with the right level of support. Our aim is to ensure charities feel informed, comfortable and in control. With alternatives always available, AI tools are positioned as an option — never an imposition.

Keep humans at the centre of storytelling 

Human storytelling remains the heart of charity communications. At 11 London, our creative team works closely with charities to uncover the human stories behind their causes. The most powerful campaigns take shape through collaboration and trust, because the stories people respond to most are those that feel honest and real. Inspiring someone to support a cause means appealing to their humanity - something best understood by people themselves. AI can play a helpful role in this process, but it should support rather than define the story.

Set clear internal guidance for responsible use 

Responsible AI use requires clear boundaries. At 11  London, we’ve developed company‑wide guidance outlining how AI can and cannot be used across our work. This ensures every team approaches the technology consistently and responsibly, particularly when working with sensitive stories, supporter communications, or charity campaigns. Clear standards help us explore innovation confidently while protecting the integrity of the work we produce.

If you’d like to discuss any of the topics covered here, or explore how AI could support your organisation’s goals, please email max.lee@11-london.com.