Since we published our regulatory guidance, we have received a lot of positive feedback on its clarity and helpful content.
The guidance sets out what charitable organisations should do to comply with the Code of Fundraising Practice when using AI for fundraising purposes. It applies to all stages in the AI lifecycle, from exploring and getting ready to implement AI to using it regularly for fundraising purposes.
The Fundraising Regulator does not have a role in explaining what AI is, how it works or promoting available tools and specific use cases. If it complies with the code and our guidance, we do not take a position on these matters.
Importance of signposting our guidance
A range of charitable, academic and commercial organisations or expert consultants provide a range of advice, support, research insights, advertising and marketing to charities about using AI in their fundraising. AI advisors and experts may not be regulated by the Fundraising Regulator, but they can still influence how charitable fundraising organisations use AI.
We understand that some fundraisers have developed familiarity and confidence in exploring and using AI, where it is right for their organisation. For others, they may greatly value the trusted insights, advice, and knowledge available from different sources across the charity ecosystem. However, whenever advice and information about using AI provided, there is a risk it is incomplete or even incompatible with the code if it doesn’t reference our guidance.
Any providers of advice and information to the charity sector about using AI in fundraising are therefore strongly encouraged to reflect our guidance in their resources.
Charitable fundraising organisations should also have a direct understanding of the guidance themselves. They should take it into account when they are exploring the use of AI, preparing to implement it, or already using AI in their fundraising.
Help us, help the sector
When we first launched our AI guidance last year, we called on sector bodies and networks to support charities through training, case studies and practical resources that help them navigate this fast-developing area.
Alongside this, we are now calling on all organisations that promote, advise and inform the charity sector about using AI to acknowledge and, where appropriate, integrate our guidance. This is to make sure that the range of information and advice available to charities on using AI is consistent with our regulatory position and in compliance with the code.
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See all our guidance and support materials to help you meet the code.