Artificial intelligence (AI) is rapidly transforming how organisations operate and charities are no exception. While AI offers opportunities to improve efficiency, strengthen services and free up valuable capacity, many non-profit leaders still feel unsure about where to begin. Recent insights from the ICAEW conference and research undertaken by Zoe Amar Digital (Zoe was one of the speakers at the conference) reveal that although 78% of charities see AI as relevant to their work, 73% do not feel prepared to respond to it.

To help bridge this gap, Zoe Amar Digital have created an AI checklist for charity trustees and leaders. This is a practical and accessible resource designed to help boards and senior teams understand, assess and implement AI responsibly.

Below, we explore what makes this guide so valuable, and why every charity should read it.

Why AI matters for charities right now

Charities are already interacting with AI every day, often without realising it - from fraud checks in online banking to algorithm-driven recommendations from retailers. As these technologies become even more embedded in the tools we use at work, trustees and leaders must understand their implications for strategy, governance and beneficiary impact.

AI can help charities by:

  • automating repetitive tasks, freeing staff time for high‑value work
  • improving data analysis, leading to better decision‑making
  • rnhancing communication and engagement, such as through personalised supporter journeys or improved accessibility tools.

But AI also brings risks, such as bias, privacy concerns, misinformation, environmental impact and governance challenges that organisations must navigate carefully.

What's inside the Zoe Amar Digital AI checklist?

The checklist is based on extensive work with charities across the UK and aims to help leaders:

  • create a shared understanding of AI within their teams
  • make informed, strategic decisions about when and how to adopt AI
  • review progress and ensure responsible implementation.

The guide covers essential areas including:

  • developing organisational understanding
  • building skills
  • setting ambition and purpose
  • people and productivity
  • services and service design
  • marketing, communications & fundraising
  • accountability and risk
  • data
  • governance
  • inclusion.

These themes are designed to help charities navigate AI at their own pace - whether just starting or already experimenting with new tools.

AI in action: How charities are already benefiting

While the technology may feel new, many charities are already finding practical, ethical ways to integrate AI into their work:

Accessibility improvements

Small charities are using AI transcription tools to automatically create written records of meetings and events, making their work more accessible to deaf and hard of hearing staff, volunteers and beneficiaries.

Beneficiary insight

Organisations are using AI to analyse patterns in feedback and service data, helping them identify emerging needs and improve service delivery while maintaining strict privacy protections.

Capacity building

Fundraising and communications teams are using AI writing assistants to draft initial versions of appeals and reports, with human staff providing oversight, refinement, and the essential personal touch that maintains donor relationships.

These examples demonstrate that AI adoption doesn't have to mean wholesale transformation. It can start with small, manageable improvements that align with your mission.

Ethical AI: key principles for charities

As charities consider AI adoption, keeping ethical principles at the centre is essential:

Mission alignment

Ensure AI tools support rather than replace the human connections that are often central to charitable work. Technology should enhance your ability to serve beneficiaries, not distance you from them.

Transparency

Be open with beneficiaries, donors and stakeholders about how and where you are using AI. This builds trust and demonstrates accountability.

Protection from bias

Actively consider how algorithmic bias might affect vulnerable beneficiaries. Test tools carefully and maintain human oversight of decisions that significantly impact people's lives.

Environmental responsibility

Recognise that AI systems have an environmental footprint. Balance the benefits against sustainability commitments, and choose tools thoughtfully.

Data stewardship

Apply the same rigorous data protection standards to AI tools that you would to any other system handling sensitive information about beneficiaries or supporters.

Why this checklist is so helpful

Sector leaders have praised the resource for its clarity, relevance and practicality. It provides a framework that helps charities consider both opportunities and ethical considerations, ensuring AI aligns with mission and values.

As noted in broader sector commentary, the checklist helps leadership teams understand how emerging technologies are reshaping beneficiaries' lives and what this means for future service delivery and governance decisions.

It's also part of a growing ecosystem of support Zoe Amar Digital provides, including blogs, training and the long‑running Charity Digital Skills Report, making it a trusted source for non-profit digital leadership.

Addressing common concerns

Many charity leaders share similar worries about AI: the cost of implementation, the complexity of the technology and concerns about job displacement. The Zoe Amar Digital checklist acknowledges these fears directly and helps organisations think through them strategically. 

Rather than rushing into expensive solutions, the guide encourages charities to start small, build understanding gradually and make decisions that protect both staff and beneficiaries. AI should be seen as a tool that frees people to focus on higher-value work - the skilled, creative and deeply human aspects of charity work that technology cannot replicate.

Where to start: three immediate actions

If you are feeling overwhelmed, here are three practical first steps you can take right away:

  1. Conduct an AI audit: Make a list of the tools and platforms your charity already uses, including your email system, CRM, online banking and social media schedulers. You will likely discover you are already using AI without realising it. This awareness is a valuable starting point for deeper conversations.
  2. Start a board conversation: At your next trustee meeting, dedicate 15 minutes to discussing one question from the Zoe Amar checklist. This begins building shared understanding without requiring any technical expertise.
  3. Identify one opportunity: Ask your team to identify a single repetitive administrative task that takes significant time. Could this be automated or simplified with AI? Starting with one clear pain point makes the potential benefits tangible.

Questions to bring to your next board meeting

Ready to start a more structured conversation with your trustees? Consider these discussion starters:

  • "What decisions are we currently making that could be improved with better data analysis or insights?"
  • "Where are our staff and volunteers spending time on repetitive tasks that could be automated, freeing them for mission-critical work?"
  • "How do we ensure that any AI tools we adopt genuinely reflect our values and protect our beneficiaries from potential harm?"
  • "What would responsible AI use look like for our organisation, and how would we know if we were getting it right?"

Additional resources to support your journey

The Zoe Amar Digital checklist is an excellent foundation, but you may also find these resources helpful:

  • The Charity Commission: Guidance on trustee duties in the digital age and maintaining good governance as technology evolves
  • NCVO (National Council for Voluntary Organisations): Resources on digital transformation and change management in the voluntary sector
  • NCVO Digital Leadership programme: Training and peer learning opportunities for charity leaders navigating digital change
  • ICO (Information Commissioner's Office): Specific guidance on AI and data protection, helping charities navigate GDPR compliance
  • Charity Digital Skills Report: Annual research from Zoe Amar Digital tracking digital maturity across the sector

A must‑read for charity leaders

If your charity is exploring how to integrate AI safely and strategically, this checklist is an excellent starting point. It brings clarity to a fast‑moving topic and empowers trustees and leaders to ask the right questions, identify opportunities, and manage risks effectively.

Read the full AI checklist for charity trustees andleaders here.

The next steps

  • share this checklist with your fellow trustees and senior leadership team
  • schedule a dedicated session (even just 30 minutes) to work through the checklist together
  • sign up to Zoe Amar Digital's mailing list for ongoing insights, case studies, and practical guidance as the AI landscape evolves.

The future of your charity's work will undoubtedly include AI in some form. The question isn't whether to engage with these technologies, but how to do so thoughtfully, ethically and in service of your mission. This checklist gives you the tools to answer that question with confidence.

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