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Nonprofit messaging is often trapped in a cycle of bias — and many fundraisers don’t even realize it.
As a sector, eliminating bias and prioritizing diversity, equity, and inclusion are frequently emphasized. Yet, in the same conversation fundraisers confidently define their “ideal” donors: “60 years and older, typically retired with an average net worth of $1 million.” This statement, while seemingly data-driven, reinforces limiting assumptions. In effect, this is the bias cycle in action.
That’s the hypothesis of Salvatore Salpietro, chief community officer at Fundraise Up, the he presented during his session “Bias In Your Fundraising Data: Identify, Mitigate And Grow” at the AFP ICON 2025 conference in Seattle.
He gave an example. Leaders at a large nonprofit were convinced their fundraising triumph depended on targeting social media ads to donors age 55 and older, who earn six-figure incomes, and use desktop computers. This operating assumption had guided their campaigns for years.
Why? Their data told them this group responded best. What the data didn’t reveal was that their donation form was outdated, was not mobile-friendly, and lacked modern payment options such as Apple Pay or PayPal. Completing the donation process was tedious at best for younger, mobile-first donors.
The results were astounding when they finally modernized the donation form — making it mobile-responsive and adding streamlined payment methods. The previously ignored 25 to 55-age group became the largest donor segment virtually overnight. There was no rebranding, no radical outreach changes. They simply removed technological barriers and tested their assumptions.
This begs the question: How many fundraisers are limiting the organization’s donor base by relying on biased data and untested assumptions?
Unmasking Bias And Nonprofit CRM Limits
Constituent Relationship Management (CRM) systems are critical for storing and managing donor information, but they can also inadvertently perpetuate biases, and often lack the context needed to understand why people donate — or why potential donors don’t give.
These biases often stem from an organization’s historical fundraising practices and assumptions about the ideal donor profile. For instance, if a nonprofit has traditionally focused on direct mail and older donors, the CRM data will likely reflect this demographic skew. This can lead to a significant opportunity cost, where future campaigns and outreach efforts are tailored to this existing donor base, neglecting potential supporters who might be interested in supporting the organization, but cannot be reached through traditional channels.
AI And Non-PII Data: A Transformative Combination
These biases in CRM data — shaped by years of targeting older, high-income donors in many cases — can lead to a self-perpetuating cycle that excludes new demographics.
There is good news. These biases can be overcome by leveraging non-Personally Identifiable Information (PII) data and artificial intelligence (AI). Together, these tools can provide deeper insights into donor behavior and preferences, unlocking new opportunities for engagement and growth.
Non-PII data refers to information that doesn’t identify individuals but offers valuable insights into behavior. Some examples include:
- Device type (mobile, desktop, tablet);
- Time of day and day of the week when donors visit your website;
- Number of pages visited, and time spent on the site; and,
- Browser type and screen size.
This data is often available through tools such as Google Analytics, email marketing platforms, and website interactions. Unlike traditional CRM data, non-PII data paints a broader picture of how people engage with your organization online — regardless of whether they’ve previously donated.
Real-World Impact: Case Studies
The benefits of using AI and non-PII data aren’t theoretical. Organizations are already getting results:
- A children’s mental health nonprofit segmented its email list using AI, identifying audience preferences based on engagement with specific content. This led to a 50% increase in email open rates and a fivefold increase in online donations.
- A Canadian cancer research organization enriched its donor data with external insights, identifying new donor segments. This informed tailored campaigns that doubled their conversion rates and drove the development of new fundraising products.
These examples highlight how removing biases and embracing new data strategies can lead to dramatic improvements in fundraising outcomes.
Supercharging Giving Potential
You should follow these steps to unlock the full potential of non-PII data and AI:
- Collect Non-PII Data: Start by gathering data from your website, email campaigns, and online donation forms. Focus on metrics such as device usage, time on site, and engagement patterns.
- Analyze and Identify Trends: Use AI tools to analyze your non-PII data. Look for patterns in donor behavior, such as peak engagement times or pages that drive conversions.
- Segment Your Audience: Create audience segments based on behavioral insights rather than demographic assumptions. For example, target mobile users with optimized donation experiences or engage early-career professionals with tailored messaging.
- Personalize The Donor Experience: Use insights from AI to customize your outreach efforts. Highlight campaigns relevant to specific segments, offer preferred payment methods, and suggest personalized donation amounts.
- Test, Learn, And Optimize: Continuously test new strategies, measure results, and refine your approach. Data-driven decision-making ensures your campaigns evolve alongside donor expectations.
The challenges facing nonprofits today — rising competition for donor dollars, evolving technology, and shifting demographics — require a new approach to fundraising. By embracing non-PII data and AI, fundraisers can break the organization free from the biases embedded in CRM data, connect with broader audiences, and create more inclusive donor strategies. This transformation is about more than just technology. It’s about adopting a mindset of curiosity and adaptability.
Fundraisers must be willing to experiment, question their assumptions, and seek innovative solutions to reach new donors. This shift not only improves fundraising outcomes but also aligns with the sector’s commitment to equity and inclusion.
