AI Can Support Fund-raising — But It Can’t Replace Relationships

By Megan Augustine - JFSG Senior VP of Communication

In today’s AI-driven world, some ask: “Why do we still need relationship-building in fund-raising? Can’t AI just do the work?” The truth is, AI is a powerful tool — it can analyze donor data, suggest strategies, and free up time by automating tasks.

But at the heart of philanthropy is something AI can’t replicate: human connection.

Donors give to missions they believe in and people they trust. They want to share their values, dreams, and impact in conversations that require empathy and authenticity — not algorithms.

AI can enhance fund-raising, but it will never replace the role of relationships. The future isn’t AI instead of people; it’s AI empowering people — so fundraisers can spend less time on tasks and more time building trust, community, and lasting partnerships.

1. Trust and Authenticity Can’t Be Automated

• A personal conversation, look in the eye, or shared story creates authenticity that AI can’t replicate.

2. Philanthropy Is Deeply Human

• Donors often want to talk about their motivations, family traditions, or hopes for the future. These are emotional conversations that require empathy and emotional intelligence — things AI can’t fully achieve.

3. AI Enhances, but Doesn’t Replace

• AI is a powerful tool: it can free up fundraisers’ time to focus on relationships. Think of AI as the “assistant,” not the fundraiser.

4. Complex Gifts Require Human Guidance

• Major gifts and planned giving involve complex financial, legal, and personal considerations. Donors need trusted human advisors to navigate these decisions.

5. Belonging and Community

• Many donors give because they want to feel part of something bigger than themselves. Events, conversations, and shared experiences create community — an area where human presence is irreplaceable.