Ethical concerns a barrier to use of AI tools in fundraising, new report shows

Posted on Friday 20 June 2025

The report, from the Chartered Institute of Fundraising (CIOF) and the University of York’s Research Centre for Digital Innovation in Philanthropy and Fundraising (CDIPF), reveals a lack of trust and understanding around AI.

Barriers

The research, focused on a survey of more than 78 organisations and 21 fundraisers, acknowledges the opportunities that AI can provide fundraisers, but concerns around ethics, data privacy and the reliability of AI tools were seen as barriers to integrating these systems into how fundraisers work. 

Dr Marta Herrero, lead researcher and Director of the CDIPF at the University of York, said: “AI-driven technology is capable of offering novel and compelling possibilities for charitable fundraising. However, first we need to build trust among fundraising professionals and figure out what needs to be done to support fundraisers as they explore adopting AI into everyday use.

“We want fundraisers to feel confident about using AI, feeling that they understand what it can do well, the challenges it poses, and – most importantly – that they trust in their own abilities to identify how they can use the tools responsibly for the benefits of the communities and donors they serve.”

Ethical

The report was unveiled at the CIOF’s annual Fundraising Convention, Shaping the Future of Fundraising with AI.

Ceri Edwards, executive director of engagement at the CIOF, said: “As AI technologies become increasingly accessible, they offer unparalleled opportunities for our sector – however we must navigate these advancements carefully, ensuring that our practices remain ethical and that we maintain the trust of our donors.

“As a sector, I believe we can work together to shape a future where AI enhances the impact of fundraising efforts, driving positive change in our communities for years to come.”