“Something is shifting in the charity sector. AI is moving from a distant consideration to a practical leadership question. This guide, based on research with 275 charity leaders across the UK and the US, will help leaders navigate both the promise and the opportunity of AI, and what gets in the way.”
AI has arrived in the charity sector at a moment of real pressure - and real possibility.
Yes, demand is rising and resources are stretched. But across fundraising, operations and mission delivery, charities are already starting to use AI to extend capacity, reduce friction, and reach people more effectively. In the best examples, it isn’t about novelty. It’s about making everyday work more sustainable, and impact more achievable.
AI and the Future of Doing Good is a new, research-led flagship guide authored by Jake O'Gorman exploring what this shift looks like in practice. Built on in-depth conversations across the UK and the United States, alongside quantitative research with 275 charity leaders, it brings together real-world examples, clear insight and practical resources to help leaders make sense of AI - and start using it thoughtfully.
"This incredible guide really brings this truth home to leaders: we need to get to grips with AI urgently. This ambitious, insightful yet practical guide will help leaders understand how AI has changed the context we operate in, and define the decisions they need to make.”
This guide exists to support charity leaders as they navigate the growing role of AI in their organisations. It aims to cut through hype and uncertainty with a practical, research-led resource focused on the kinds of decisions leaders are already having to make.
It is designed to work around your priorities. You can read it from start to finish, or return to the sections that matter most at different moments:
Part One: The promise of AI
How charities are already applying AI across fundraising, operations, and mission delivery
Part Two: What gets in the way
The realities leaders are navigating, including uncertainty, capacity constraints, and questions of responsibility, ethics, trust, environmental impact, and governance.
The question is no longer whether AI will shape the sector, but how charities choose to shape it, and in whose interests.
“This is one of the most grounded and honest explorations of AI I’ve seen… For leaders navigating how to use AI without losing their humanity, this is essential reading.”
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AI and the Future of Doing Good will be released soon.
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