In this video, Jesse Itzler explains why he writes 100s of personal cards to people who’ve helped him. He refuses to automate it or get an assistant to help him. He wants to forge a genuine connection to show his gratitude to people who’ve helped him.

It really struck a chord with me.

When you ask fundraisers what the best bits of their job are, it’s usually things like this:

·         the £50,000 cheque from a major donor who was given a personal tour.

·         the trust that says ‘yes’ to your six-figure application who you’ve nurtured over 18 months.

·         the legacy gift that you can trace back to 20 years of personal cards and taking an interest in the supporter.

·         increasing the retention of regular givers by 30% by being curious about their motivations and tailoring journeys.

·         the direct mail campaign that smashes it target thanks to the engagement and personalisation you use.

·         the challenge event where you hugged a supporter and were both in tears as you bonded over their story and connection to the cause.

Ultimately, we do what we do because we care passionately about what our work means for the causes we care about.

It’s not about the meetings, admin and reporting!

That’s why we should be priortising those sparks of connection and what makes fundraising so great. Yet so many fundraisers tell me that they just don’t have time to do these soulful touches.

We’ve got it the wrong way round.

Fundraisers are constantly being asked to do more with less – is it any wonder so many are burned out and leaving the sector?

We urgently need to address this.

AI and automation can be part of the solution.

AI is here. Evolving quickly.

Just this week Sam Altman announced that he thinks that OpenAI can build super intelligent systems. He’s predicted that the first true AI agents will join the workforce this year!

On a simple level, Chatbots are now at a price that every charity can afford.

Automations via Zapier/Make.com are a fraction of a penny, yet so many charities have absurd policies that don’t allow them to be used.

We can’t bury our heads in the sand about this.

We need to make AI and automation our secret weapon—not as a replacement to what fundraisers do, but as an enabler.

By streamlining workflows, automating repetitive tasks, and personalising donor interactions at scale, we can reclaim time and energy to focus on what machines can’t do: building genuine connections, crafting inspiring stories, and delivering unforgettable experiences that deepen loyalty and drive impact.

AI can help us in so many ways, but what it can’t do is replace the soul of fundraising.

Agree or disagree?

I don’t have all the answers, but I’ve created this Linked In group for curious fundraisers interested in exploring the potential of AI further.

Want to create ‘soulful’ moments in your charity?

I’m running the popular ‘WOW Your Donors’ masterclass with Rob Woods again on Thursday 30th January in London.