Artificial intelligence (AI) is, of course, the trendiest buzzword of our time. Understandably, it has transformed how marketers approach their entire jobs. For nonprofits – who already struggle with small teams and high workloads – it has the potential to free up some of their already stretched time. For this post, I’m talking about content creation specifically. When implemented thoughtfully, AI can be a valuable resource.

How are Nonprofits Using AI?

Graphic showing the top 3 ways that nonprofits use AI

According to the Nonprofit Marketing Guide 2024 Communications Trends Report, nonprofits have adopted AI mainly to check spelling, grammar, punctuation, and brainstorm headlines, subject lines, etc. To a somewhat lesser extent, nonprofits are using AI to create first drafts of content, rewrite or repurpose content to improve, and rewrite or repurpose content to use in different channels. 19% of those surveyed said they don’t use AI at all.

Despite the generally widely accepted use of AI among nonprofits, the report goes on to say that many of them are “cautious about flaws within AI tools, including misinformation or inaccuracies, harmful bias, unvetted or unclear sources, and illegal use of proprietary, copyrights, and private information.”

That said, the responsible use of AI can significantly benefit nonprofit teams. An article from McKinsey states, “Generative AI could significantly reduce the time required for ideation and content drafting, saving valuable time and effort. It can also facilitate consistency across different pieces of content, ensuring a uniform brand voice, writing style, and format.” It also says, “Generative AI could help marketing functions overcome the challenges of unstructured, inconsistent, and disconnected data,” which can be helpful for donor databases.

It's important to stress here, especially regarding donor databases and information, that security is priority #1. Feeding AI generic information like donation amounts is one thing, but inputting complete donor information is very different and is not something I recommend.

One last note from the McKinsey article: Generative AI can boost search engine optimization (SEO), helping marketers achieve higher conversions and lower costs for technical components like page titles, image tags, and URLs.

Strategic Implementation Framework

We’ve covered how nonprofits are using AI, so let’s examine how they can use it to boost content creation efforts.

1. Start with Clear AI for Nonprofit Content Creation Guidelines

Before implementing AI tools, establish clear guidelines for:

· Ethical considerations and transparency

· Brand voice and messaging consistency

· Quality control and human oversight

· Data privacy and security measures

2. Choose the Right Tools

Focus on AI tools that align with your specific needs:

· Content ideation and research

· Writing assistance and editing

· Social media content generation

· Email marketing optimization

· Visual content creation

3. Develop a Hybrid Workflow

The most successful nonprofit marketing teams use AI as an enhancer, not a replacement. Create workflows that combine AI efficiency with human creativity and strategic thinking:

AI's Role:

· Generate initial drafts

· Content optimization

· Basic editing and proofreading

Your Role:

· Strategic direction

· Fact-checking

· Emotional storytelling

· Cultural sensitivity

· Final approval and refinement

Practical Marketing Applications

Grant Writing

Use AI to:

· Analyze successful grant proposals

· Generate initial drafts based on requirements

· Ensure consistency across applications

· Check compliance with guidelines

Donor Communications

Leverage AI for:

· Personalizing thank-you messages

· Creating impact report drafts

· Generating social proof content

· Crafting compelling email campaigns

Social Media Management

Implement AI to:

· Generate post variations

· Optimize posting schedules

· Create engaging captions

· Identify trending topics

Future of AI in Nonprofit Communications

As AI technology evolves, you can expect to see:

1. More specialized AI tools designed specifically for nonprofit needs

2. Enhanced capabilities for multichannel content creation

3. Better integration with existing nonprofit CRM and marketing systems

4. Improved personalization capabilities

Responsible AI Implementation Best Practices

1. Start Small

Begin with one content type or channel and gradually expand based on results. This will allow you to evaluate and adjust your AI strategy properly.

2. Maintain Authenticity

Always infuse AI-generated content with your organization's unique voice and mission-driven perspective. It should enhance, not replace, your authentic communication style, ensuring you maintain control over your organization's unique voice and perspective.

3. Measure Impact

Track key metrics to assess AI's effectiveness:

· Content production time

· Engagement rates

· Response rates

· Resource allocation

· Cost per content piece

4. Invest in Training

Ensure you and your team members understand how to:

· Use AI tools effectively

· Maintain quality standards

· Apply ethical guidelines

· Optimize workflows

Taking Action

The question for you as a nonprofit marketer is no longer whether to adopt AI for content creation but how to implement it strategically and responsibly. Start by:

1. Auditing your current content creation processes

2. Identifying areas where AI could provide immediate value

3. Developing clear guidelines for AI implementation

4. Selecting appropriate tools that align with your needs and budget

5. Creating a pilot program to test and refine your approach

The future of nonprofit marketing lies in finding the right balance between technological efficiency and human creativity. By thoughtfully embracing AI tools, you can amplify your organization's impact while maintaining the authentic connection that drives your mission forward.

How Nonprofits Can Use AI to Improve Content Creation Efficiency