Did you know there were 168,850 registered charities in the UK in 2023? And, as these charities are not-for-profit (NFP), they rely on donations. That makes their marketing different from that of a business.
For one thing, a business usually has a product or service that they are selling. That makes convincing people to give them their money simpler because it’s a straightforward exchange. The customer wants what the company is selling and they are willing to pay an appropriate price for it.
Charities, on the other hand, need people to give them money for… what? A happy feeling? Having done a good deed?
You can see why it’s not the easiest job.
However, some agencies specialise in this type of marketing, like Bald Agency. And, now these agencies have another tool in their arsenal—artificial intelligence (AI).
Understanding the Three Broad Functions of AI
AI has the potential to revolutionise marketing strategies for NFPs. The technology is being used by marketers for so many tasks.
Content generation? Check.
Paid marketing? Check.
Strategy, keyword research, and even search results are now being “brought to you by” generative AI.
With the power of AI in their marketing, NFPs too can unlock new possibilities and enhance their outreach and engagement with donors.
What makes AI so competent in the field of marketing? I am so glad you asked.
AI encompasses three essential functions—prediction, vision, and language. Predictive AI enables NFPs and marketers to leverage advanced analytics and forecasting models to prophesy outcomes. It also helps identify trends in donor/donation patterns and recommends targeted strategies to maximise engagement.
Visionary AI empowers NFPs by generating visually compelling images and videos. It can effortlessly identify faces and objects, and detect movements to capture attention and evoke emotions.
Language AI helps charities create engaging content that resonates with their target audience. It can understand sentiment and tone in communications, and even overcome language barriers through translation capabilities.
These three functions collectively enable NFPs to amplify their marketing efforts and deliver personalised experiences to their donors.
Using These Functions to Get Better Results
Now that we know what AI can be used for, we can put it to work in marketing for charities. How? Let’s take a look.
Efficiency in Content Generation
AI-powered content platforms can drastically improve the way non-profits generate and optimise their marketing content effectively. AI platforms such as ChatGPT, Jasper, MarketMuse, and Writer help NFPs save time and resources by speeding up content creation.
These intelligent tools can generate high-quality, engaging content. They can also analyse its performance, and provide insights to refine marketing strategies.
From crafting compelling solicitation messages to automating the generation of meeting minutes, AI streamlines content creation and analysis. That enables NFPs to focus on core mission-driven activities.
Enhancing Visual Impact with AI
Design AI platforms such as Adobe and Beautiful.ai give NFPs the ability to create visually captivating graphics, logos, and advertisements. All without extensive design expertise. These AI tools help NFPs improve and edit images, create realistic visuals, and make compelling presentations with minimal effort.
With visually appealing content, NFPs can effectively convey their mission, engage donors, and foster transparency. This ultimately enhances their overall brand impact.
Targeted Outreach and Engagement
AI plays a pivotal role in helping charities identify and effectively target specific donor segments. Donor management systems and AI-powered tools allow charities to divide their audiences. These groupings can be based on donor behavior, preferences, and historical giving patterns.
This segmentation enables NFPs to deliver personalised and tailored marketing campaigns that resonate with specific donor groups. There is no dearth of email marketing tools powered by AI, such as Lavender, Phrasee, and Seventh Sense. These facilitate the creation of customised newsletters and personalised content. Since the recipients are getting such targeted marketing messages, it leads to higher engagement and increased donor support.
Facilitating Seamless Online Donations
The rise of digital fundraising has made online donations more critical than ever for NFPs. AI-powered fundraising tools simplify the process of online giving by enabling recurring donations, seamless setups, and mobile-friendly experiences.
Donors across different generations, including millennials and Gen X, prefer online giving through social media and email campaigns. AI-driven digital fundraising campaigns expand NFPs’ reach. They also empower donors to take an active role in fundraising through crowdfunding platforms.
So, as you can see, AI brings significant transformative potential to NFP marketing. By leveraging the predictive, visionary, and language capabilities of AI, charities can optimise their marketing strategies. They can deliver targeted content, enhance visual impact, and facilitate seamless online donations.
Embracing AI technology gives these non-profit organisations a competitive advantage. It enables them to allocate resources efficiently, engage donors effectively, and amplify their impact on the causes they champion.
The digital landscape continues to evolve. In this new world, NFPs that embrace AI will find themselves at the forefront of innovation. They will drive positive change and make a lasting impact on the communities they serve. I’m not saying those who don’t will fail. However, my question to them would be, “Why not take every advantage you are offered?”
Parul Mathur has been writing since 2009. That’s when she discovered her love for SEO and how it works. She developed an interest in learning HTML and CSS a couple of years later, and React in 2020. When she’s not writing, she’s either reading, walking her dog, messing up her garden, or doodling.
