December 16th, 2024

Unlocking AI’s Potential for the Charity Sector

The Futures Safari

A few weeks ago, we hosted the AI Futures Safari, the second workshop in our AI Charity Collaboration, bringing together representatives from ten leading charities to explore the role of AI in shaping the future of the sector. It was a day of inspiration, challenge and action bringing charities together to think collectively about how to leverage AI while staying true to the third sector’s values. 

The day was structured around the 'Now,' 'Next,' and 'Future' of AI, moving beyond just productivity to consider its broader transformative potential. We heard from inspirational speakers who shared cutting-edge insights before breaking into smaller groups to challenge assumptions, share ideas, and define a way forward for the ethical use of AI.

The discussions centred on practical use cases, essential guardrails and the unique role charities can play in shaping AI for social good. Together, we started to imagine a future where AI is used intentionally and responsibly to enhance our impact while safeguarding our communities.

Key Takeaways

The Safari reinforced the incredible opportunities AI offers the charity sector, including:

  • Improved productivity through administrative support, such as meeting note-taking.

  • Enhanced engagement with supporters and beneficiaries, using AI to create personalised experiences.

  • Sharper communications by improving content and messaging.

  • Supercharged innovation, using AI for insight gathering, rapid prototyping, persona development, and storytelling.

  • If harnessed well, AI could free charities to focus on what they do best—serving our communities and creating positive change.

However, the discussions also highlighted critical challenges. These include:

  • Unintended consequences, such as implicit bias in AI models, environmental impact, lack of regulation, and risks of alienating audiences.

  • Data integrity and protection, especially given the sensitivity of many organisations' data.

  • A lack of guidance on governance and strategy for AI adoption.

  • The need for clarity, transparency, and ethical rigor was a recurring theme throughout the day.

A unique perspective for the third sector: 

Through our collective exploration, a distinct perspective on AI for the charity sector is beginning to take shape: 

  • Start with specific use cases, testing and justifying each application to ensure it aligns with values.

  • Keep humans in the loop, ensuring that AI complements human expertise without excluding or alienating people.

  • Adopt a values-led approach, ensuring AI reflects each organisation’s mission and principles.

  • Embrace experimentation, learning from both successes and failures to refine AI applications.

  • Move beyond the hype, it’s essential to consider AI's trade-offs, including ethical and environmental impacts. 

A Collective Sector Role

The Safari also underlined the importance of the charity sector working collectively to shape 

AI for social good. This includes:

  • Acting as the voice for our communities, ensuring AI serves their needs and meets expectations.

  • Holding big tech to account, recognising and mitigating unintended consequences.

  • Developing shared tools like an ethical framework, AI principles, and a sector-wide code of conduct to guide responsible adoption.

What’s next?

The Futures Safari provided a moment to reset—to move beyond the hype, grapple with trade-offs, and consider how we can use AI intentionally and responsibly. We’re now taking these insights and translating them into a collective roadmap for responsible AI adoption. 

As we translate insights into action, our goal remains clear: to maximise AI’s potential while staying grounded in the values that define the charity sector.

Together, we’re shaping a future where AI works for good.