How AI can deepen human connection in NGO communications

This article is authored by Priti Karandikar, global marketing and communications head, Magic Bus India Foundation.

In the social sector, communication is more than an operational tool, it’s the bridge between communities at the grassroots and donors in boardrooms. It’s what transforms grassroots stories into global impact narratives. But here’s the paradox: Limited teams, small budgets, and fragmented storytelling mean that life-changing impact stories don’t always travel far.

AI

For many NGOs, communication shapes how their impact is perceived, recognised, and remembered. A featured story can shape audience perspectives, mobilise communities, and bring social issues to light. However, small teams, limited budgets, and fragmented storytelling can come in the way of sharing impact stories at scale and ensuring they reach the right audience.

About 26% of nonprofits are not using AI, according to Salesforce Nonprofit Trends Report 2025. Dasra’s 2025 report emphasises the sector’s shift toward reporting outcomes and evidence-backed communication. AI has become critical in the communication strategy of nonprofits. It helps them convert scattered data into meaningful, human-centred stories for audience engagement.

Imagine a grassroots worker documenting the progress of a young girl in her native dialect, and within moments that story is translated, contextualised, and shared with donors across the globe. The human essence remains untouched, but its resonance multiplies. This is where AI, when used thoughtfully, begins to transform NGO communication. The most immediate contribution of AI lies in its ability to bridge divides, be it linguistic, geographic, and even digital. Non-profits often operate in multilingual contexts, where powerful stories get locked in local dialects. With AI-powered translation and natural language tools, voices that were once restricted by geography or language can now be heard everywhere. A message from a rural adolescent in Chhattisgarh can reach a policymaker in Delhi or a donor in London with the same authenticity.

NGOs generate enormous amounts of data, children educated, women trained, families supported. But data alone rarely moves hearts. Donors want to know why the numbers matter. AI can bridge this gap by identifying patterns and translating raw numbers into stories of transformation. Think:

• Turning “500 women trained” into “500 women who now run small businesses that support 2,000 families”.
• Converting static reports into dynamic infographics or videos that combine credibility with emotional pull.

McKinsey reports that organisations using AI for data-driven storytelling see engagement levels rise by up to 40% compared to static reports.

There is also the opportunity for personalisation. Too often, nonprofit communication leans on a one-size-fits-all approach. AI-driven tools make it possible to segment audiences and deliver messages that speak directly to what matters most to them. AI allows NGOs to tailor messages to different audiences:

• Volunteers might connect with a child’s journey.
• Corporates might want impact metrics.
• Policymakers might look for systemic outcomes.

Personalisation matters. A Salesforce study showed that 84% of audiences are more likely to engage when communication is personalised. For NGOs, this could mean moving from generic newsletters to curated updates that feel like direct conversations.

Accessibility is another area where AI carries enormous promise. Voice-enabled tools and text-to-speech platforms create space for communities with low literacy levels or disabilities to express themselves in their own words and formats. Instead of being passive recipients of communication, they become active storytellers, reclaiming ownership of their narratives.

A rural women’s collective in Jharkhand used AI-powered voice notes to share their experiences in their local language, which were then translated into Hindi and English for wider audiences. For many, it was the first time their voices travelled beyond their village.

Sceptics often worry that AI risks stripping communication of its human warmth. This is a valid concern, but it need not be the outcome. When applied with responsibility, AI can actually deepen authenticity. For example, let’s think about recording stories from the field. Traditionally, grassroots voices travel through multiple layers of translation and editing before they are presented to the donors and in this journey much of the raw emotion is lost. But applying AI tools and thoughtful prompts can now transcribe and translate these voices almost instantly, preserving their original texture and cadence. Human communicators can then refine them with empathy and context. The result is a story that is not only faster to share but truer to the lived experience. The best outcome of this is timely communication which restores the essence of connection at multiple levels and makes the entire cause-driven ecosystem more responsive.

Perhaps the most valuable role of AI is in liberating communicators from repetitive, mechanical tasks. When machines take over transcription, translation, or basic data processing, communication professionals are left with more time to do what only humans can, such as listen deeply, contextualise thoughtfully, and weave narratives that build trust. But with this privilege comes the promise of responsibilities. AI is not free of flaws. It can perpetuate biases, spread misinformation, or tempt organisations and its teams into over-dependence on automated content. For NGOs, who often represent vulnerable communities, the stakes are even higher as human oversight is non-negotiable to ensure that AI-generated outputs are reviewed, contextualised, and aligned with ethical standards.

Communication is the thread that binds communities, donors, governments, and corporations together for a shared purpose. AI, when used responsibly, strengthens that thread. It amplifies unheard voices, transforms scattered data into compelling narratives, and gives communicators the time to bring empathy and imagination back to the centre of storytelling.

Beyond the buzzwords, AI isn’t replacing human connection, it’s deepening it. And in doing so, it ensures that stories of change don’t just stay local; they travel further, touch more hearts, and inspire collective action.

This article is authored by Priti Karandikar, global marketing and communications head, Magic Bus India Foundation.