AI for Non-Profits: Drawbacks, Tips, and Best Practices

Over the last year, artificial intelligence (AI) has quickly gone from bleeding-edge technology to a permanent and maturing fixture in all of our digital lives.

Now that it’s everywhere, it’s only natural for non-profits to ask themselves: can it help me too?

There’s no doubt that AI offers tremendous potential for any non-profit’s social media and digital marketing efforts, particularly if an organisation is under-resourced or under-staffed. From crafting social media posts to streamlining email campaigns and producing blog content, AI-powered tools can save time, boost efficiency, and amplify impact.

However, as with any powerful tool, AI comes with its own set of challenges and considerations.

Non-profits must tread carefully, balancing the benefits of AI with transparency, trust, and authenticity. In this article, we’re going to explore the big questions: What even is AI? What are its drawbacks? Is it even worth using AI for our non-profit? And if we do, how do we make the most of the technology?

How AI Works and Its Role in Digital Marketing

Before delving into the specifics of how non-profits can use AI, it’s essential to understand how AI works at a high level. Artificial intelligence refers to the simulation of human intelligence by machines. Using algorithms and large datasets, AI systems can identify patterns, make predictions, and automate complex tasks. Machine learning, a subset of AI, enables systems to improve their performance over time by learning from new data.

In the context of digital marketing, AI can perform tasks such as:

Content Generation: Tools like StoryTeller by Copalana can create engaging social media posts, blog articles, or email drafts based on input topics and goals.
Audience Segmentation: AI can analyse donor data to create targeted campaigns that speak directly to specific audience segments.
Social Media Scheduling: AI tools can automate the timing of posts to optimise reach and engagement.
Performance Analytics: AI-powered platforms can provide insights into what’s working and suggest adjustments to improve results.
Chatbots and Customer Support: AI can provide instant responses to common queries, ensuring timely and efficient communication with supporters.

By leveraging these capabilities, non-profits can optimise their digital marketing strategies while focusing their human resources on mission-critical activities.

The Drawbacks of AI for Non-Profits

Before diving into how AI can support non-profits, it is crucial to consider its limitations and potential pitfalls. While AI offers powerful capabilities, it’s not a silver bullet, and organisations should be aware of its drawbacks to avoid unintended consequences.

1. Lack of Human Touch

AI can generate polished and professional content, but it often lacks the nuance, empathy, and personal touch that define effective non-profit communication. Non-profits rely heavily on emotional connections to build trust and engage supporters. AI-written content may fail to resonate with audiences if it lacks authenticity.

2. Bias in AI Systems

AI tools are only as unbiased as the data they are trained on. If the training data contains biases, the AI may perpetuate stereotypes or exclude certain demographics unintentionally. For example, an AI tool might generate images or copy that fail to reflect the diversity of your community, undermining your organisation’s values.

3. Ethical Concerns

Transparency and accountability are critical for non-profits, and the use of AI can raise ethical concerns. How much of your content is AI-generated? Are you upfront with your audience about this? Using AI without transparency can erode trust and damage your organisation’s reputation.

4. Quality Control Issues

AI tools are not infallible. They may produce content with factual inaccuracies, awkward phrasing, or even offensive language. Without human oversight, these errors can slip through, potentially harming your organisation’s credibility.

5. Over-reliance on Automation

While automation can save time, over-relying on AI can lead to complacency. For instance, automated responses on social media may lack the warmth or specificity that supporters expect, making your organisation appear impersonal or disengaged.

Tips for Using AI in Digital Marketing

To harness the potential of AI while mitigating its risks, non-profits should adopt a thoughtful and strategic approach. Here are practical tips for using AI effectively in your digital marketing efforts:

1. Pair AI with Human Oversight

AI tools are most effective when used as assistants rather than replacements. For example, you can use AI to draft social media posts or blog articles, but always review and edit the content to ensure it aligns with your organisation’s voice and values. This combination ensures a balance of efficiency and authenticity.

2. Focus on Training and Customisation

Many AI tools offer customisation options to tailor outputs to your needs. Invest time in training the AI with your organisation’s specific tone, terminology, and priorities. This can help mitigate issues of irrelevance or tone-deaf messaging.

3. Be Transparent About AI Use

Honesty builds trust. If you use AI to generate content, consider disclosing this to your audience. For example, a note at the end of a blog post could state, “This article was created with the assistance of AI and reviewed by our team.” Transparency demonstrates your commitment to ethical communication.

4. Prioritise Diversity and Inclusion

To avoid perpetuating bias, ensure that your AI tools are designed with inclusivity in mind. Regularly audit the content produced by AI to confirm it reflects the diversity of your audience and aligns with your organisation’s mission.

5. Use AI for Data-Driven Insights

AI is invaluable for analysing data and identifying trends. Use these insights to inform your content strategy. For example, AI tools can analyse donor behaviour to determine the best times to send emails or identify which types of content resonate most with your audience.

6. Set Boundaries for Automation

Define clear limits for AI usage. For instance, while AI can handle routine tasks like scheduling social media posts or drafting emails, critical communications such as donor thank-you messages or crisis updates should always be handled by humans.

7. Test and Iterate

AI tools often improve over time with feedback. Regularly evaluate their performance and provide corrections when necessary. For example, if an AI-generated email receives low engagement, analyse what went wrong and refine the tool’s parameters accordingly.

Best Practices for Non-Profits Using AI on Social Media

Building on these tips, non-profits can adopt best practices to maximise the benefits of AI while maintaining their core values of trust, transparency, and honesty.

1. Start Small and Scale Up

Begin by integrating AI into a specific area of your digital marketing, such as social media scheduling or email segmentation. Once you’re comfortable with its capabilities and limitations, expand its use to other areas.

2. Leverage AI for Personalisation

Personalisation is key to engaging supporters, and AI excels in this area. Use AI tools to segment your audience based on their interests, behaviours, and donation history. Then, tailor your messaging to speak directly to their passions and motivations.

3. Monitor for Ethical Compliance

Develop an ethical framework for AI use within your organisation. This might include guidelines on transparency, diversity, and accountability. Assign a team member to oversee AI usage and ensure it aligns with your organisation’s values.

4. Invest in Staff Training

Equip your team with the skills they need to use AI effectively. This might involve training on specific tools, understanding how AI algorithms work, or learning how to spot and correct biases in AI-generated content.

5. Prioritise Storytelling

Non-profits thrive on storytelling. Use AI to support your storytelling efforts, but ensure that the final narrative is infused with human emotion and authenticity. For instance, AI can draft a blog post about a successful project, but a team member should add personal anecdotes and vivid details to bring the story to life.

6. Evaluate ROI Regularly

AI tools often come with a cost, whether it’s a subscription fee or the time investment required for training and oversight. Regularly assess the return on investment (ROI) to ensure that the benefits of AI justify its expense.

7. Stay Updated on AI Trends

AI technology is evolving rapidly. Stay informed about new tools and features that could benefit your organisation. However, avoid jumping on every trend—focus on tools that genuinely align with your goals and capabilities.

AI for Social Media: A Case Study

Consider a small non-profit that aims to promote environmental conservation. The organisation decides to use AI to enhance its social media strategy, leveraging StoryTeller by Copalana, an AI-assisted social media tool designed for non-profits.

Challenge: Limited staff capacity means social media content is inconsistent, leading to reduced engagement and visibility.

Solution: The organisation adopts StoryTeller to generate compelling and diverse content ideas. For example:
- Create a post celebrating a recent tree-planting initiative, complete with a captivating headline (“Together, We Planted 500 Trees for a Greener Future!”) and an engaging call-to-action (“Join us in our next event!”).
- Gather data to generate an infographics idea, highlighting the environmental impact of their work, such as “10 Ways Our Projects Are Reducing Carbon Footprints.”
- Draft shout-out thankyou messages to donors on social media, personalised with their names and the impact of their contributions (“Thank you, Jane, for helping us save 50 acres of rainforest this year!”).

Implementation: Staff review and customise AI-generated posts to ensure alignment with their organisational tone and add photos from recent events.

Outcome: By using StoryTeller, the non-profit increases engagement by 40%, boosts follower growth by 25%, and frees up several hours weekly for other strategic activities.

This example highlights how AI, when used thoughtfully and with tools like StoryTeller, can amplify impact while preserving the authenticity and mission of a non-profit.

AI presents exciting opportunities for non-profits to enhance their digital marketing efforts, particularly in areas like social media, email campaigns, and content creation. However, its drawbacks—from the lack of human touch to potential biases—require careful consideration.

By pairing AI with human oversight, prioritising transparency, and following best practices, non-profits can leverage AI ethically and effectively. Ultimately, AI should serve as a tool to support your mission, not replace the heart and soul that make your organisation unique.

About the author

Raphael Shinners

As the head of communications for the platform, it's no surprise that Raph believes in the power of words. He's a skilled craftsman of language, always searching and often finding just the right way to inform, captivate, and inspire. As a long-time world traveller as well, he's seen first-hand so many of the challenges we face, and knows how important it is to connect effectively, to tell each other our stories, and to help each other rewrite the narrative of the planet.

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