Lower production costs. Faster creation. Droves of audience data. There’s a lot to love about using AI for content creation and storytelling.
But there’s plenty to worry about, too. Noisy newsfeeds, copycat campaigns, and growing audience distrust make it tougher to reap the benefits of AI without compromising your nonprofit’s humanity and authenticity.
This was the topic of conversation during a session from our recent Donor Experience Summit (DXS). We picked the brains of four experts to uncover the biggest risks — and the biggest opportunities — of using AI for nonprofit storytelling.
AI storytelling challenge #1: oversaturation
With AI, content creation is faster and more accessible than ever — and that means a lot of noise.
“AI makes it much easier to create content,” explained Scott Rising, Senior Manager of Social Content Marketing at LinkedIn and a National Board Member for the American Foundation for Suicide Prevention. “And, unfortunately, it makes it really easy for everyone to create content.”
That means a constant stream of posts, videos, and campaigns competing for the same few seconds of audience attention — and even the most thoughtful or compelling stories can get lost or buried.
How your nonprofit can stay ahead
One way to cut through all of the noise? Tap into the people who already have your audience’s attention. Creators and influencers — especially those who lead with authenticity — can get your message in front of new audiences.
Courtney Richardson, Creative Director at the creative agency Droga5 and Founder of the Museum of Nail Art (MoNA™), said that’s exactly what her team did for a mental health-focused campaign. Playing on the popular “get ready with me” social media trend, the campaign started a “get real with me” series where influencers talked candidly about their mental health struggles during their beauty routines. “Engagement on that was through the roof,” she added.
You don’t need to chase big-name creators, either. As Rasheeda Childress, Senior Editor at The Chronicle of Philanthropy, pointed out, “There are a lot of influencers who are smaller, who have really big followings, and who can raise money for your charity.” These micro-influencers often have highly engaged and loyal audiences — and they’re more affordable to partner with.
If working with external creators doesn’t feel right for your brand or budget, turn inward. Your staff, beneficiaries, and volunteers are some of your most compelling storytellers, and sharing behind-the-scenes moments or their unique perspectives can go a long way. “I’m a huge proponent of enabling the people that you work with to speak on behalf of your brand in their own social media worlds,” said Scott.
Courtney added, “People really value seeing the person behind the company or brand.”
TL;DR
- Work with creators and influencers who already have built-in trust
- Partner with micro-influencers (and not just the biggest names)
- Empower your internal voices (staff, volunteers, etc.) as ambassadors
AI storytelling challenge #2: Blandvertising
As AI and templated tools make it easier than ever to produce content, organizations are up against a new problem: everything is starting to sound (and look) the same.
Brady Josephson, Head of Growth and Innovation at charity: water said this sea of sameness is known as “blandvertising” — a flattening effect where “so much of good design and good brand is kind of the same.” Because everybody has access to identical tools and templates, content feels less inspiring and more create-by-numbers.
Of course, that’s not to say AI is the enemy. Used well, it’s invaluable for speed and scale. But as Courtney pointed out, “AI is going to be democratized, but taste is not.” The tech itself isn’t the risk — it’s the temptation to let it make creative decisions for you, instead of using it as a collaborator in a human-led process.
How your nonprofit can stay ahead
If you want to break out of the algorithmic mold, you need to start with humans. Courtney said her team’s creative concepts “always start from a conversation in the room before we even tap into the technology piece.”
It’s also a reminder to rethink what kind of content you prioritize. While short-form video dominates social, you don’t necessarily have to shrink your message to fit. For example, Brady says charity: water’s top-performing creative right now is a six-minute video, proving that there are no hard and fast rules about what will resonate.
No matter the length, stay focused on the impression you’re making. “Especially with TikTok and a lot of algorithmic content, you have to think about the impression that you’re leaving, almost more than a story,” explains Scott. When you start there, your content sticks not because it beats the algorithm, but because it connects with someone on the other end.
TL;DR
- Start with human insights (instead of tools or templates)
- Rethink format conventions (long-form can still perform!)
- Focus on the impression you make over appeasing the algorithm
AI storytelling challenge #3: eroding trust
Even as AI promises major efficiency gains, it also raises big questions about authenticity and ethics — especially in a sector where trust is currency. “Trust is our biggest thing with our donors,” said Rasheeda, pointing out that organizations like St. Jude use AI for data and targeting but draw the line at generating images, as they want every photo to be authentic.
But AI isn’t automatically untrustworthy. In fact, it can help avoid many ethical pitfalls. For example, Furniture Bank, a Canadian nonprofit that helps people who can’t afford furniture, chose AI-generated images for a campaign. This allowed them to tell powerful stories without exploiting people in vulnerable living situations. “That’s always been a pretty tough line to walk on the ethical storytelling ground,” said Brady. “Now, we possibly have a tool where we can recreate stories.”
Put simply, AI can actually support trust — but only if you’re transparent and intentional about how and why you’re using AI tools in the first place.
How your nonprofit can stay ahead
“You have to come from your authentic experience and be really transparent and honest about what you’re doing,” Rasheeda said. If you’re using AI to create content or visuals, be upfront with your supporters about it. Explain why and make sure your reasoning aligns with your mission and values.
This doesn’t need to be long-winded. For example, a quick note at the end of a caption like, “This post was created using AI to protect the privacy of the people we serve” offers transparency without over-explaining.
If you’re wondering if something will undermine trust, don’t ignore that instinct. “If you have to ask the question, it probably will,” said Scott.
TL;DR
- Be upfront about when and why you use AI
- Use AI intentionally to protect privacy
- If you’re questioning if something might damage trust, skip it
Humans still matter (maybe more than ever)
Nonprofits don’t need to choose between AI-powered content and human-centered storytelling — they need both. “When everyone has access to the same tools and the same technology, that’s when humans become more important than ever,” Scott said.
Yes, AI can help you create more, scale faster, and tap into deeper insights — but only people can add the nuance, emotion, and lived experience that turn content into true connection.
Ultimately, the goal isn’t to use AI instead of humans. It’s to use it with humans. Let AI take on the heavy lifting, then let your people add the heart. That’s when you transform copy-paste content into standout storytelling.
Want to know more? Watch the entire DXS session on our YouTube channel.