Giving Analytics Wins CIOF Award for Most Powerful Insight Using AI/ML

We’re thrilled to announce that Giving Analytics has won the Chartered Institute of Fundraising’s prestigious award for Most Powerful Insight Using AI/ML at the 2025 Insight in Fundraising Awards.

About the award

The CIOF Insight in Fundraising Awards recognise excellence in using data and analytics to improve fundraising outcomes. The AI/ML category specifically celebrates innovative applications of artificial intelligence and machine learning in the charity sector.

Our winning entry

Our award-winning work focused on using large language models to generate personalised donor communications at scale. Working with Muslim Charity, we demonstrated how AI can:

• Analyse individual donor history and preferences
• Generate genuinely personalised email content
• Maintain the charity’s authentic voice
• Deliver measurable improvements in engagement

The results

The campaign achieved remarkable results:

• 4.1× improvement in pounds donated per email
• Zero emails marked as spam
• Significant increase in donor engagement

What the judges said

The judging panel commended Muslim Charity for its bold approach to AI integration, especially during the peak Muslim giving season. The judges remarked:

“The project was truly exciting to read, taking something that is often talked about and actually executing it. This is a brilliant use of AI, enhancing existing good practices and knowledge. They took a bold risk during peak giving season, especially in the delicate area of personalisation, where risk-taking is rare. The two-stage approach, first defining the call to action, then optimising execution, was superb. Testing LLMs against each other was particularly impressive. We’ve never seen this level of personalisation before; it’s truly the holy grail.”

Thank you

We’re grateful to the CIOF judges for recognising our work and to Muslim Charity for their partnership.

Want to see what AI-powered personalisation could do for your charity? Learn more about our personalised communications service or read the full Muslim Charity case study.