From Curiosity to Caution: How Healthcare Donors’ Perceptions of AI have Shifted in a Year
Cherian Koshy
Published: 12/16/2025
Here’s what’s changed and what it means for the future of healthcare fundraising:
1. Familiarity with AI has skyrocketed
Last year, only 14% of healthcare donors said they were “very familiar” with AI. This year, that number jumped to 51%. It’s a massive leap that reflects how much AI has become part of everyday life.
So, what’s behind this surge? Tools like ChatGPT, Sora, and other generative AI platforms have gone mainstream, becoming household names. Media coverage of AI’s role in healthcare has also played a big role, whether it’s diagnosing diseases or improving operational efficiency. And let’s not forget the everyday exposure to AI in things like Netflix recommendations or virtual assistants like Siri and Alexa. AI is no longer a futuristic concept. It’s here, and donors are paying attention.
2. The new donor paradox: Familiarity ≠ comfort
While donors are getting more familiar with AI, that doesn’t necessarily mean they’re getting more comfortable with it. In fact, the data shows a growing tension. Donors see the potential benefits of AI, but they’re also more aware of its risks.
On the positive side, 55% of donors now believe AI can improve operational efficiency, up from 30% last year. They recognize that AI can streamline processes, cut costs, and free up resources for mission-critical work.
But here’s the flip side: concerns about privacy and data security have doubled, rising from 31% to 63%. Donors are increasingly worried about data breaches, misuse of personal information, and even AI-generated fraud. This paradox—where familiarity grows alongside skepticism—underscores the need for organizations to address these concerns head-on.
3. AI’s Impact on giving behavior
One of the big questions we asked donors was how AI affects their likelihood to give. The answers paint a complicated picture.
On one hand, 20% of donors said they’d be more likely to give if an organization used AI—a number that hasn’t changed since last year. On the other hand, the percentage of donors who said they’d be less likely to give due to AI concerns has risen to 26%. This increase in skepticism is likely tied to growing fears about privacy and the potential misuse of AI.
For fundraisers, this means the stakes are higher than ever. While AI can be a powerful tool, getting it wrong—or failing to address donor concerns—could have serious consequences for trust and giving.
4. Donors are more sophisticated about AI risks
Last year, many donors were just starting to wrap their heads around AI. This year, their concerns have become much more sophisticated. They’re not just worried about vague risks; they’re focused on real-world issues like AI-generated fraud, data misuse, and the lack of human oversight in decision-making.
But what was the top concern? 37% are uneasy about AI bots pretending to be humans, underscoring the importance of transparency and authenticity. And 56% are concerned about AI replacing the human connection in fundraising, which they see as essential for building trust.
For organizations, this means it’s time to double down on trust-building efforts. Donors are paying attention, and they expect you to be upfront about how you’re using AI.
5. Segmentation and personalization: A double-edged sword
AI’s ability to personalize donor communications is both a strength and a challenge. While some donors appreciate the tailored approach, others are uncomfortable with the level of detail AI can provide.
The data reflects this divide: 35% of donors said they’re uncomfortable with personalized AI appeals, while 28% appreciated the personalization. Another 27% were neutral, as long as they were informed about how AI was being used.
This highlights the need for a thoughtful approach. Personalization can be a powerful tool, but it has to be done in a way that respects donor preferences and builds trust. 
Donor perceptions have evolved significantly over the past year, and it’s a crucial moment to ask: have your strategies, policies, and implementation kept pace? Your donors expect that your organization is not only using AI but also that your understanding and data policies are advancing even faster than their own. The challenge today isn't about an individual using AI who might change your role; it's about the risk of falling behind. Organizations that aren't leading with AI and adapting to this new landscape will face a growing deficit. Now is the time to embrace this evolution, meet donor expectations head-on, and secure your place at the forefront of healthcare philanthropy.