The impact of AI chatbots on legacy giving

AI chatbots like ChatGPT are reshaping how people choose charities to leave gifts in their Wills.

They’re helping people figure out not only what kind of charity to support, but also think more deeply about the impact their gift could have, how effectively donations are being used, and what long-term plans a charity has in place.

I gave it a go:

“I’d like to leave a gift in my Will, but I’m not sure which charities to support. I’m passionate about marine conservation, ideally charities whose mission is to protect coral reefs and reef-ecosystems, who spend less than 25% of their total income on fundraising, and who have a solid plan to achieve their mission’.

Within seconds it produced a shortlist of five charities and one immediately stood out to me spending only 2% (gosh!) of its total income on fundraising.

It certainly made me want to visit said charity’s website and download their latest annual report.

This “help me shortlist” capability processes huge amounts of information quickly and turns it into clear summaries and comparisons. It reduces friction, saves time, and lowers the mental load to make a thoughtful decision.

I’m particularly chuffed that AI creates a much more level playing field. It cuts through the default hierarchy of brand equity. 

Smaller or lesser-known charities with strong missions and good financial discipline as well as other desired criteria can appear right beside the big names if not on top. 

I believe that 'transparency' will become the most powerful asset for charities.

Ken Burnett said: ‘fundraising should be built on the truth, told well’.

He is absolutely right. And it certainly feels like his quote will echo even louder on the pages of fundraising strategies - no more tell but more show. 

Rather than relying on polished marketing or flashy branding, charities will need to focus on substance and clarity, about what donors’ gifts actually enable. This means dialling up transparency about how funds are used, what the real impact is, and what the charity stands for. 

There's no hiding place for charities anymore. Not when AI is around.