Recently, our CEO Vicky from goDonate attended a thought-provoking session hosted by Gravity In. Joining fellow professionals from the fintech and payments industries they delved into the emerging world of Agentic AI.
While the technological developments discussed were at the cutting edge of innovation, it was the potential impact beyond commercial use that sparked the most compelling ideas — especially for the charity sector.
Understanding Agentic AI
Agentic AI represents the next evolution of artificial intelligence. Unlike traditional AI systems that offer suggestions or process commands, Agentic AI takes initiative on the user’s behalf. It doesn’t just analyse patterns — it learns individual preferences, adapts to habits, and executes tasks independently.
Examples already emerging include:
- An online personal shopper that knows a user’s clothing size and preferences.
- A virtual travel agent that books holidays, negotiates prices, and completes transactions.
- A digital assistant that fills in forms and communicates with customer service agents.
Several major players have already entered the space with innovations such as Mastercard’s Agent Pay, Visa’s Intelligent Commerce, Amazon’s Buy for Me, Google’s AI Mode, and OpenAI’s Operator.
Exploring the Potential for the Charity Sector
While much of the early momentum has focused on retail, payments, and travel, Vicky reflected on opportunities that Agentic AI could unlock within charitable giving and fundraising. Below are four key areas where Agentic AI could transform the way charities engage with supporters and raise funds:
1. Truly Personalised Donor Journeys
Agentic AI has the potential to craft highly personalised and responsive journeys for every supporter. From determining the most meaningful causes to timing communications and setting suggested donation amounts, the AI could dynamically tailor each interaction based on an individual’s giving history and preferences.
Imagine an AI saying:
“Hi Jamie, would you like to support the youth homelessness appeal again this winter? Or would you prefer to direct your gift to a local initiative?”
2. Conversational and Effortless Giving
Much like retail’s “Buy for Me” function, Agentic AI could simplify the donation process to a single prompt. A supporter could say:
“Support something that helps young people in my area,”
and the AI would find a suitable cause, complete the donation, and ensure Gift Aid is applied where eligible. AI agents could also handle recurring donations, manage tribute pages, and answer donor questions — all in real time.
3. Smarter Legacy and In-Memory Giving
Legacy giving often involves complex emotions and decisions. Agentic AI could sensitively guide users through this journey — helping to draft pledges, schedule reminders, and even suggest ways to meaningfully honour loved ones through memorial pages or dedications.
4. Proactive Donor Care
By scanning sentiment and tone in communications, AI could detect when a supporter may need additional care or support. It could respond empathetically, escalate issues to human team members when needed, and ensure no donor feels unheard.
From Personalisation to Representation
Perhaps the most transformative aspect of Agentic AI lies in its ability to represent users, not just understand them. This shift — from AI acting as an assistant to becoming an agent has profound implications for donor engagement, supporter experience, and long-term loyalty.
Looking Ahead
At goDonate, the team are continuously exploring how emerging technologies can be adapted to serve social good. While Agentic AI might not yet be booking holidays for charity supporters, its ability to reduce friction, deepen personal connection and act on behalf of donors presents exciting possibilities for the future of fundraising.
goDonate welcomes collaboration and conversation around this space — and would love to hear other ideas on how Agentic AI could shape the next generation of giving, do feel free to get in touch for a chat!