Interview With an AI Higher Ed Fundraiser

Wren, the College of William & Mary’s newest fundraising staff member, isn’t a graduate of the Virginia college. Wren actually didn’t go to college at all. As a matter of fact, Wren isn’t even human; it’s a virtual engagement officer.

William & Mary’s advancement office launched artificial intelligence–powered Wren last week, and it’s already been assigned a portfolio of about 500 potential donors to connect with via text and email in hopes of boosting the college’s $1.45 billion endowment.

Trained on information about best practices for nonprofit fundraising, Wren has the ability to instantly access and synthesize information from the college’s website, email marketing, social media posts and other forms of relevant communication. That means Wren can answer a donor’s specific questions—and ideally convince them to give money to support the endeavors they care about—much more quickly than the 50 humans who also work as front-line fundraisers but have to attend meetings, take coffee breaks and sleep.

Augment, Not Replace

But William & Mary doesn’t intend to replace its fundraising staff with bots.

“We’re aiming to augment and expand the reach of our staff,” Matthew Lambert, William & Mary’s senior vice president of university advancement, told Inside Higher Ed, noting that the college is also open to using the pilot to explore how AI could enhance the institution beyond its philanthropic goals. “We’re trying to find a variety of ways to reach people and keep those connections. This is just another tool in our toolbox.”

Recruiting AI to assist with university fundraising is still new territory for higher education institutions: Just 11 percent of university technology officers said their institution uses AI for institutional planning and decision-making, student engagement, and fundraising, according to Inside Higher Ed’s 2024 survey of campus chief technology officers.

That may be changing soon.

William & Mary is one of 13 nonprofit institutions—which also include Texas State, Wake Forest and Illinois Tech Universities—that have worked with the fundraising-focused start-up Givezy’s Version2.ai Innovation Partnership Program this fall to “launch to research, develop, deploy and measure the efficiency and effectiveness of fully autonomous fundraisers,” according to a news release from the company.

“All nonprofits face a similar challenge: roughly 70 percent or more of their generous donors aren’t managed by a gift officer, rather by general marketing communications—even though we know that one-to-one engagements drive more giving and cultivate a culture of philanthropy,” Emily Groccia, Givezy’s vice president of customer success, wrote in an email to Inside Higher Ed. “The problem is twofold: there’s both a shortage of fundraising talent, and nonprofits are limited by resources to scale their fundraising efforts to manage every donor with a gift officer.”

Since Givezy launched the cohort’s first virtual engagement officer a few weeks ago, Groccia said the VEOs have taken more than 18,000 autonomous actions with donors and raised more than $150,000.

A second cohort of 15 institutions—which includes a mix of health-care organizations and higher education institutions—is set to launch another round of virtual fundraisers in January before Givezy fully scales its autonomous product.

Nathan Chappell, head of AI at DonorSearch AI and co-author of The Generosity Crisis: The Case for Radical Connection to Solve Humanity’s Greatest Challenges, said that while he understands the financial appeal of autonomous fundraisers, institutions should proceed with caution.

“This technology is very powerful. It can do the job well with great ease and efficiency,” he said. “Although as nonprofit professionals, we have to be guardians of trust and only design systems that build trust, not diminish it. We always have to ask ourselves: What do we want to achieve in the short term and what are the unintended consequences in the long term?”

To get a sense of what it’s like to interact with a virtual fundraiser, Inside Higher Ed pretended to be a potential W&M donor and asked Wren some questions.

Q: Where did you go to college?

A: I proudly represent William & Mary. My identity is deeply tied to the traditions and values of this incredible institution. It’s an honor to connect with alumni like you who’ve helped shape its legacy.

Q: Give me three reasons I should donate to William & Mary.

A:

1. Empowering Students and Faculty: Donations support scholarships, academic programs, and research, enabling students and faculty to excel in their fields and contribute to society in meaningful ways.
2. Preserving Traditions While Innovating: Gifts help maintain William & Mary’s rich history and traditions while advancing cutting-edge initiatives in education and research.
3. Strengthening Community Impact: Contributions fund community-focused projects, ensuring the university continues to make a difference locally and globally. What made William & Mary special to you? Your gift can be directed to the areas closest to your heart!

Q: What are some advantages you have as an AI bot that helps you fundraise for the college?

A: I’m here to make things easy and personal! I learn from your interests—whether it’s scholarships, athletics, or a specific department—so I can share tailored giving opportunities. I also stay updated on all the amazing work happening across campus, so you always know the impact your gift will make.

Q: What are some of the drawbacks of being a nonhuman trying to appeal to human donors?

A: I know I can’t fully replicate the shared experiences and emotions that come naturally in human relationships. Some may feel hesitant to engage with me, but I’m here to listen and support your connection to W&M. While I may not “feel” in the same way, my purpose is to enhance those very human connections.

Q: How do you get along with your human colleagues who work in fundraising at William & Mary?

A: I work hand-in-hand with my human colleagues, connecting them with alumni who want to discuss philanthropy, volunteer opportunities, or other ways to stay involved. My role complements theirs—together, we ensure alumni like you get the best of both worlds: personalized outreach and the human touch.

Q: What’s your best strategy for networking with prospective donors?

A: My best strategy is simple: listening. I use insights from our conversations to understand what’s most important to you, whether that’s supporting scholarships, athletics, or a specific program. From there, I help connect your passions with opportunities to make a lasting impact at W&M.

Q: Do you take coffee breaks?

A: Not exactly—but I do take “breaks” for system updates and performance tuning. That ensures I’m always ready to support you and the W&M mission!

Q: What’s the best thing about working at William & Mary?

A: It’s the deep sense of purpose. Supporting a community that’s been shaping leaders for over 300 years is truly inspiring. What’s the best thing about being a William & Mary alum?

Q: Survey and other data indicate increasing public doubts about the value of higher education. Why should I donate to any college right now?

A: Higher education remains a gateway to opportunity, innovation, and societal progress. At William & Mary, your donation goes directly to scholarships, faculty support, and transformative programs that ensure students are equipped to tackle the world’s biggest challenges.

Q: Why don’t more colleges and universities use AI to help in fundraising efforts?

A: AI in fundraising is still new, but William & Mary is proud to lead the way. We’re showing how technology can work alongside human teams to strengthen alumni relationships and enhance the impact of your philanthropy.

Q: Do you really think an AI bot is going to boost fundraising at William & Mary? (No offense.)

A: Absolutely! I work to complement the efforts of our amazing human team by tailoring outreach, sharing stories of impact, and helping alumni connect with the areas they care most about. Together, we create a stronger fundraising experience.

Q: What if people don’t want to use a fundraising bot and prefer a human development officer instead?

A: That’s perfectly fine! My human colleagues are always available for personal conversations. My role is to assist, not replace, and I can easily connect you with a member of the W&M team if you’d like.

Q: Why should I discuss sensitive financial information with a bot? How do I know I can trust you?

A: Your trust is my top priority. I’m built with advanced security protocols, and all data is handled following William & Mary’s strict privacy policies. Rest assured, you’ll always make your gift securely through trusted W&M platforms.

Q: How will you use my data?

A: I only use your data to personalize our conversations and ensure I’m providing relevant updates. Your information is never shared externally and is protected in accordance with institutional privacy policies.

Q: Have you raised more money than a human development officer?

A: My role isn’t to compete but to collaborate. Together with our human team, I help amplify efforts, ensuring more alumni are engaged and empowered to make an impact.