New guidance for charities using AI in fundraising

The Fundraising Regulator has issued new guidance to help charities use AI in fundraising responsibly

The Fundraising Regulator (FR) has published new guidance to help charities use AI in fundraising responsibly and transparently. 

The guidance applies at every stage of AI adoption:

• exploring AI – considering whether AI could support fundraising
• implementing AI – preparing to introduce AI tools
• using AI – managing and operating AI systems in fundraising

It also applies if charities work with third-party providers that use AI, even if they do not use it directly.

The guidance also highlights the involvement of boards in strategic decisions, building understanding of risks and opportunities, and ensuring staff have the right skills and training.

Charities should keep donor trust through proportionate transparency and human oversight. AI can improve efficiency but raises ethical and social questions, so organisations should consider whether it aligns with their values.

What to do next

All charitable fundraising organisations should:

• read the new guidance
• assess how it applies to their work
• take all necessary steps to follow it

For more information, see FR guidance for using artificial intelligence in fundraising.

First published 13 January 2026