AI and Charitable Giving Study 2025
Executive Summary
This comprehensive study reveals that donors are shifting from risk-focused curiosity toward conditional optimism about AI in charitable organizations. While donors still expect airtight privacy and demonstrable fairness, rising familiarity has sharpened their appetite for AI tools that raise more money, cut waste, and prove impact.
Key Insights
🔒 Transparency is Non-Negotiable
- 92% want clear disclosure of AI use
- 73% demand public explanations on websites
- 63% require human oversight assurance
- 56% need evidence of effectiveness
📊 Back-Office Applications Win Trust
- Impact measurement: 54% appropriate
- Financial management: 50% appropriate
- Fraud detection gains strong support
- Donors prefer AI behind the scenes
⚠️ Front-Line Uses Face Resistance
- Fundraising appeals: 44% inappropriate
- Personalized emails create ambivalence
- 39% uncomfortable with data personalization
- Human touch remains valued
🎯 Age and Familiarity Drive Acceptance
- Gen Z: 24% more likely to give with AI
- 75+: Only 2% more likely
- “Very familiar”: 23% positive impact
- Education reduces resistance significantly
Strategic Recommendations for Nonprofits
1. Lead with Transparency
Create clear, jargon-free explanations of AI use. Publish detailed policies on your website and proactively communicate how human oversight ensures ethical implementation.
2. Start with Back-Office Applications
Begin AI adoption with impact measurement, financial management, and fraud detection where donor comfort is highest. Build trust before moving to donor-facing applications.
3. Prioritize Data Security
Invest in robust cybersecurity measures and communicate these protections clearly. Two-thirds of donors cite this as their primary concern.
4. Maintain Human-in-the-Loop
Ensure human oversight for all AI decisions, especially those affecting funding allocation or donor interactions. Prominently communicate this safeguard.
5. Segment Your Approach
Target AI-familiar and younger donors first for advanced applications. Provide more education and assurance for older and less familiar donor segments.
6. Prove the Impact
Demonstrate concrete efficiency gains and mission impact. 56% want evidence that AI actually improves organizational effectiveness.
Key Changes from 2024
📈 Growing Familiarity
2024: 32% very familiar with AI
2025: 42% very familiar (+10 points)
🎯 Focus Shift
2024: Fraud detection led benefits
2025: Fundraising enhancement takes top spot (61%)
⚖️ Evolving Concerns
2024: “Human touch” tied for #1 concern
2025: Algorithmic bias rises to #2 (55%)
💝 Giving Impact
2024: -22 point net impact
2025: -18 point net impact (slight improvement)
Study Methodology
This comprehensive study surveyed 1,031 adult donors from across the United States in 2025. Participants were drawn from a nationwide consumer research panel and screened to ensure each had donated to at least one nonprofit in the past twelve months.
- Geographic coverage: All major U.S. census regions, urban and rural ZIP codes
- Cause diversity: Human services, health research, faith-based, environmental, education, civil rights, international aid, and arts organizations
- Income distribution: 79% earn less than $100k annually, representing everyday donors rather than major gift prospects
- Giving levels: 77% donate $500 or less annually
