Over the past few months, we’ve been introduced to new artificial intelligence tools like ChatGPT. This new technology has dominated the news for its ability to write in different styles and engage in startlingly human conversation. As with many other unfamiliar technologies, the popular discourse around its use is framed in extremes. Many predict AI will not just revolutionize work, but our entire lives, while others feel that it can be totally ignored. Others are vocal about the dangers of AI, should it go unchecked and unregulated.
In general, I like to approach new technologies with cautious curiosity. In my career, I’ve seen novel tools and resources—such as wealth screenings—move from mysterious to standard practice in development operations. At the same time, these technologies do not replace key fundraising fundamentals, or eliminate the need for professional judgment. As recent high-profile blunders have shown, using ChatGPT without final review can lead to serious alienation of your constituents.
That said, AI tools present opportunities to try new things and increase efficiencies, especially for fundraisers working on their own or with small teams. I’m curious about the potential of ChatGPT in digital fundraising and marketing. As we all know, generating content is hard and time-intensive work. ChatGPT can help fundraising professionals with fresh language when crafting messages. Their utility, however, doesn’t free us from having to put in work on the front end. Without a well thought-out prompt, the content is unlikely to be valuable.
Similarly, AI tools can provide help with A/B testing. It could be a game-changer for smaller organizations that have previously lacked resources and staff bandwidth to try segmentation. When constructing your prompts, think about your core donor groups and the messages that are most likely to resonate. ChatGPT can potentially help you take your communications into a more creative direction and increase engagement.
Finally, don’t forget to thoroughly review everything before it is sent to constituents. While most of us (fortunately!) won’t be in a position to have our errors make national news, ChatGPT can certainly produce poorly written prose that is not in line with your organization’s voice. If anything, these tools demonstrate the need to shore up a strong brand identity, story, and style so that your work stands out from the crowd.
Have you found other ways to use this new technology to further your work? Please let me know!