We’ve written a few blogs on artificial intelligence and, candidly, so has everyone else.
Since ChatGPT’s release in late 2022, AI has been the topic du jour on panels, in committees, with co-workers and, yes, as topics for blogs, pretty much anywhere there’s an interested audience.
Turns out, we both love it and loathe it. Thirty-eight percent of Americans say they’re equally excited and concerned about AI, according to Pew Research Center findings. Here at Stelter, we’ve decided that it’s a Cool Tool, But People Still Rule.
Lately, I’ve been thinking more about the ethics of AI and what it means for the way we tell donors’ stories moving forward. In fact, this has been a focus of a talk I’ve been asked to give quite a few times this past year: “Trust, Transparency & Technology: Navigating the Planned Giving Journey with Boomers.” I’ll continue exploring these ideas at speaking events throughout the rest of the year. If you’re attending one, I hope you’ll stop by and say hello. Check out where I’ll be speaking on our Events page.
As AI continues to shape the world around us, how do we hold on to the humanity that makes donor stories so meaningful?
Two words offer an answer, at least for me: authenticity and accuracy.
Our responsibility is to honor people by telling their stories truthfully and in their own voice.
Stelter’s creative director, Marlena Estes, often puts it this way: “On our creative team at Stelter, we have a saying: ‘Authenticity always wins.'”
Though AI may be changing how stories are told, the fundamentals of ethical storytelling, rooted in authenticity and accuracy, remain the best guide for you and your organization.
Start with Human Connection
AI can help us organize information, identify patterns and refine our writing. It cannot replace the human work of listening deeply and understanding the people behind the stories. If you want to tell authentic stories, start by listening well.
- Drop your expectations. That is, don’t go into an interview or a meeting with a predetermined story in mind. Give space for the conversation to unfold, and the story will emerge naturally.
TIP: Ask open-ended questions that give people the freedom to tell their story in their own way.
Examples:
“Can you tell me more about your connection to our cause?”
“What inspired you to make this gift?”
“What does your gift mean to you?”
- Let them write their own story. When the urge to talk or interrupt hits, choose to be quiet instead, so they can do the talking.
- Pull the thread that matters to them. Pay attention to moments that carry emotion or energy. If someone pauses, lights up or gets misty-eyed while describing something, ask if they can tell you more.
Tell Their Story With Honesty and Respect
The most powerful stories don’t come from perfect wording or polished images. They come from real voices and real moments. Aim to preserve the elements that make a donor’s story feel personal and relatable.
- Keep it real. Honor the donor’s voice by using their own words. A direct quote in its “real” form may sound clunkier than if AI smoothed it out, but that’s what makes their story uniquely them.
- Reflect the person. Whenever possible, use a photo the donor took themselves. Personal photos often feel more authentic and show the donor in their own environment.
- If you need to use an AI-generated image, be transparent about it. Include a small, clear label or caption (e.g., “Image created with AI”) to maintain transparency and protect privacy.
Put Your Best Human Judgment to Work
At the heart of all this discussion about AI lies a simple truth: The big challenge is to recognize when technology can help—and when human judgment must take the lead.
In storytelling, that distinction matters deeply. It means telling donor stories with respect for the people who entrust us with them, because no matter how sophisticated our tools become, people always matter most.
The guiding question should always be: Are we still telling this story in a way that honors the person who lived it?
If the answer is yes—if we’ve listened closely, preserved their voice, represented them truthfully and used technology without distorting their experience—then we’re on the right path.
We’re in this new age of AI, together.
What challenges have you faced in using AI to tell your organization’s story? More important, how have you handled them? We’d love to hear your take in the comments below.
Interested in learning more about the ethical use of AI in the nonprofit sector? Head over to Fundraising.AI for additional resources and insights.