Generative AI and Prospect Research: Can we trust the tools?

Generative AI (Gen AI) is becoming an increasingly important part of the fundraising landscape. From automating routine tasks to analysing large datasets, Gen AI-powered tools are creating new opportunities for charities to improve efficiency, discover valuable insights and strengthen decision-making. However, as adoption grows, so do questions around trust, transparency and responsible use.  

Recently, I attended a roundtable hosted by TPP Recruitment and facilitated by Martin Colebrook, Prospect Research Manager at The Duke of Edinburgh’s Award, on the role of Gen AI in prospect research. The event brought together prospect research and fundraising professionals from a range of leading national and international charities, including Alzheimer’s Research UK, UNICEF, NSPCC and Breast Cancer Now. Altair were delighted to be invited as the only fundraising consultancy represented.  

The discussion explored how Gen AI is already influencing prospect research and fundraising, where it can add value and why human judgement remains essential.  

How Gen AI is being used in fundraising today 

Gen AI is already supporting a wide range of fundraising and prospect research activities. Common examples discussed included report writing, analysing financial accounts, working with data sets, improving search prompts and supporting wealth prospecting.  

Participants also shared experiences of using tools such as Copilot, Orbit, Dataro, Zapier-style automation and Gen AI-supported due diligence platforms. What stood out was that while many organisations were already experimenting with Gen AI, few felt it had yet become a fully mature or trusted part of prospect research practice. 

The balance between efficiency and trust 

A recurring theme throughout the discussion was trust. There was broad agreement that Gen AI has real potential as a time-saving tool, but also a shared concern that it must be used carefully, checked thoroughly and trained for purpose. Prospect research relies on accuracy, context and credibility, and Gen AI-generated results cannot be accepted at face value. 

Data protection was another key concern. While most fundraisers understand the risks of uploading supporter or beneficiary data into public Gen AI platforms, there was wider discussion about less obvious risks. For example, should internal strategy documents be entered into external tools if that information would not normally be public?  

Participants noted that organisations should prioritise the use of approved, enterprise-standard Gen AI platforms that provide appropriate security, governance and compliance safeguards. Avoiding the upload of non-public information into free or unapproved Gen AI tools is one of the most important steps organisations can take, particularly given the potential risks around data security, confidentiality breaches, GDPR compliance and the inadvertent disclosure of commercially sensitive information.  

The distinction between open-source tools and closed-loop organisational systems emerged as an especially important consideration for charities looking to adopt Gen AI responsibly. 

Why the charity sector needs clear Gen AI guidance 

A particularly striking insight was that only two attendees reported having a formal Gen AI policy in place at their organisations.  

As Gen AI adoption increases, charities face a growing need to establish clear guidance around: 

• Appropriate use of Gen AI tools 
• Data security and compliance 
• Quality assurance processes  
• Ethical decision-making 
• Staff training and accountability 

Without clear frameworks, organisations risk inconsistent practice, unrealistic expectations and reduced confidence in Gen AI outputs.  

Several attendees noted the danger of Gen AI creating a perception that work should now be completed much faster, without recognising the time still needed for judgement, verification and strategic thinking. 

AI supports expertise, it doesn’t replace it 

The discussion also reinforced that Gen AI is not a replacement for fundraising expertise. One participant raised concerns about job security, but the stronger consensus was that Gen AI is best understood as a tool: valuable, but only when handled by people who know the context, the risks and the right questions to ask.  

In prospect research, that means applying critical thinking to sources, motivations, factual accuracy and nuance. Gen AI can help identify patterns, draft summaries or surface leads, but it cannot replace the judgement needed to assess relevance, reputational risk or philanthropic alignment.

Understanding Gen AI’s strengths and limitations 

For trusts and foundations work, the potential applications feel more limited at present, but are still worth watching.  

Gen AI may be more immediately useful for identifying corporate prospects or scanning large volumes of public information, such as newly registered charities or funder activity. However, when it comes to crisis appeals, stewardship, due diligence or nuanced funding fit, the human element remains essential. Several examples discussed during the roundtable highlighted the risks of hallucinated facts, weak citations and outputs that appear confident but may not be reliable. 

What organisations can do in the next 30 days 

For organisations considering how to introduce Gen AI into prospect research and fundraising activities, the priority should be responsible adoption rather than rapid implementation. 

Practical first steps could include: 

• Reviewing how Gen AI tools are currently being used across the organisation 
• Identifying approved, enterprise-standard platforms for staff use 
• Establishing clear AI policies, governance arrangements and accountability structures 
• Providing guidance on data security, GDPR compliance and acceptable use 
• Identifying a small number of low-risk pilot use cases to test and evaluate 
• Building staff confidence through training and shared learning 

Taking a measured approach can help organisations demonstrate value, manage risk and build confidence in the use of Gen AI before scaling adoption more widely.  

Final reflections 

My key takeaway from the roundtable is that Gen AI is becoming part of the fundraising landscape, but the sector is still learning how to use it responsibly. The opportunity is not simply to work faster, but to work more effectively: using Gen AI to support research, free up time and strengthen insight, while keeping ethical practice, data security and human judgement at the centre. For fundraisers and prospect researchers alike, the next stage will be about building confidence, setting clear boundaries and ensuring that Gen AI supports, rather than substitutes, the expertise that good fundraising depends on. 

How Altair supports organisations with Gen AI and fundraising insight 

At Altair, we recognise that Gen AI has the potential to transform how organisations approach fundraising, prospect research and strategic decision-making. 

Our Digital, Data and Technology team help organisations explore how Gen AI can be implemented responsibly, securely and effectively. We work with clients to: 

• Develop Gen AI strategies aligned to organisational objectives 
• Create Gen AI policies, governance frameworks and responsible use guidance 
• Identify practical Gen AI use cases across fundraising and organisational performance  
• Improve data quality and insight generation  
• Establish governance and ethical frameworks  
• Build staff confidence and Gen AI literacy  
• Integrate Gen AI tools into existing processes while maintaining compliance and accountability 

Alongside this, our Community Impact team provides specialist fundraising consultancy to help organisations maximise income and build sustainable funding pipelines.  

We can support you to: 

• Develop tailored trusts and foundations prospect pipelines 
• Identify funding opportunities aligned to your organisation’s strengths and priorities 
• Strengthen fundraising strategies and funding applications 
• Build long-term fundraising capacity and capability 

Get in touch here to discuss how our Digital, Data and Technology or Community Impact teams can support your organisation.