Many charities are exploring using Artificial Intelligence (AI) to support their fundraising. As more adopt AI, we have published new guidance on the use of AI in charitable fundraising.
This is the first time we have published guidance on this topic. We have done so now to help fundraisers comply with the Code of Fundraising Practice (the code) when using AI.
In 2025, the Charity Digital Skills Report found that 76% of charities are using AI, up from 61% the previous year. We have also heard from the sector that more help in complying with the code when using AI is needed. So, now is the right time to publish this guidance on meeting the code when using AI.
A life-cycle approach to using AI
Our guidance takes a life-cycle approach. It applies whether you are exploring if AI could support your fundraising, preparing to implement AI tools, or already using AI in your fundraising.
It is also relevant if you work with third parties who use AI, even if you do not. You may have no plans to use AI, but it is still important to consider how others outside your organisation could use it in ways that could affect you.
Supporting trustees to make informed decisions
Trustees are ultimately accountable for their charity’s AI use for fundraising. Our guidance highlights the importance of involving trustee boards in strategic decisions relating to exploring or adopting AI. It also highlights building trustee understanding so that boards can adequately evaluate the range of AI opportunities and risks.
User training is also important. Anyone developing, managing or using AI tools in fundraising must have adequate skills to do so.
Maintaining trust through transparency
Our guidance also addresses transparency when using AI in fundraising. It is important that donors are not misled - intentionally or accidentally - by your AI use.
Not all instances of AI use needs to be labelled. In some cases, this will be unnecessary or disproportionate. However, there are situations where, for example, AI-generated content could reasonably mislead donors or the public if not explained.
You should assess the right level of transparency. Our guidance is clear: the greater the risk of misleading donors, the more transparent you should be.
Ensuring proportionate human oversight
Our guidance includes a reminder that some AI uses may have impacts you do not intend. AI tools bring benefits, but they can also generate content that is plausible yet inaccurate, replicate bias, or have unintended consequences. This means it is important to have proportionate human oversight in place. Make sure you have a process for a person to check the accuracy, fairness and legality of any content generated by AI before using it.
Responding to emerging practice and sector concerns
We have recently engaged with charities and sector networks to understand how AI is used in fundraising. There may be opportunities for AI to improve efficiency and optimise fundraising during periods of financial pressure. However, there may also be ethical, social and environmental implications of using AI. We know some charities are considering whether AI aligns with their values.
The Fundraising Regulator is neutral on whether charities should use AI. What matters is that when AI is used it must be in a legal, open, honest and respectful way, in accordance with the code.
Playing our part in the wider regulatory landscape
Successive UK governments have pursued an enabling environment for AI. Regulators are encouraged to develop rules proportionate to AI risks and opportunities. This new guidance is our contribution to that.
Given the pace of technological change, it may need more frequent updates than other guidance. We will keep it under close review.
All charitable fundraising organisations should read this new guidance and consider how it applies to their work, taking all necessary steps to follow it. We also call on sector bodies and networks to support charities through training, case studies and practical resources that help them navigate this fast-developing area.