The Times They Are A-Changin' - Artificial Intelligence and Machine Learning Is Changing The Way We Think About Fundraising

In 1963, Bob Dylan wrote the classic song “The Times They Are A-Changin” and even though that song is 56 years old (*gulp*), it’s still relevant today.  I feel it and I definitely see it happening in the non-profit world and more specifically in the fundraising sector of that world.

Artificial Intelligence (AI) or Machine Learning (as those intimately involved in the field call it) is having a monumental impact in the fundraising arena right now. 

Some view AI as something “new” – but the funny thing is AI has been around longer than that Bob Dylan song.  It’s just somewhat new to fundraising. 

The conversations surrounding machine learning is interesting to say the least. Some want to dismiss it.  Some want to make light of it.  Some are confused by it and there are some who are even anxious about its impact.  

Fortunately, some have embraced it. 

We all know that the non-profit world is often slow to adapt to change.  A vast majority of NPO’s continue to fundraise the way they’ve always done it.  Even though we all hate the phrase “this is the way we’ve always done things” – this still seems to be prevalent throughout the fundraising sector.

I am by no means what-so-ever, an expert in AI and machine learning.  I am intensely curious about it though and I continue to do my own homework in trying to understand it all.  Through this process – I have read, heard and seen things that make me shake my head in disappointment.  There are thought leaders in the development field who are naïve about AI and yet they are quick to give their opinion on it; opinions that are not based in fact from what I can tell.

I would guess that most prospect development professionals and those associated with the field are naturally curious.  That’s a good thing.  So, when I see things being written and said that show a gross misunderstanding about how machine learning can impact fundraising, I cringe.  I am dismayed and at times even a little angry.

I’m not going to call anyone out here.  

Instead – I’m going to challenge anyone in the development arena to do their own homework.  It doesn’t matter if you are a prospect researcher, a fundraiser, a data analyst or hold any other position in the field – you need to investigate.  Explore.  Ask questions.  Talk to the experts. Seek out the truth on how machine learning can help your organization raise more money.

It doesn’t even matter if your organization is headed in this direction.  You need to understand it so that when that opportunity comes (and it will) you will be prepared to talk about it intelligently.  This is especially true if you’re in the prospect development field.

If you’re a part of the PD tribe – you know we’re often the ones who learn about innovation and new technologies first.  We’re the ones who introduce these things to our leadership teams and our front line fundraisers.

I know you might have expected me to share what I've learned so far, myself.  I'm just not ready to do that.  At some point, I hope to do that - but for now, I invite you to go on your own journey. This is me, poking my head up from the process to say - "Hey, some of you are doing our community a disservice with what you're saying about AI."

At the end of the day – it’s not about us.  It’s about the organizations we serve. 

The fact that giving, as a percentage of the GDP in the U.S. has been stagnant for a while now means that our industry is ripe for change.  I believe that AI and machine learning can impact that bottom line and transform the way we think about how to raise money.

How that’s done isn’t something I’m totally qualified to speak to just yet.  I’m still learning.  But I see it and I feel it.

You and I both know that NPO’s are slow to change.  That doesn’t mean we can’t do our part to help our individual organizations realize they need to change. 

Machine learning is coming to the non-profit world like a tidal wave.  So… with that in mind – let’s go back to that Bob Dylan song…

Come gather 'round, people
Wherever you roam
And admit that the waters
Around you have grown
And accept it that soon
You'll be drenched to the bone
If your time to you is worth savin'
And you better start swimmin'
Or you'll sink like a stone
For the times they are a-changin'
 

Five years from now – those that don’t embrace AI as a tool to drive their fundraising efforts are going to wonder how they missed it.  Don’t be that person. Be ready.  Have your surf board in hand and be ready to ride that wave!