AI and Marketing: Fundamentals for charities

AI is changing the way organisations work, but for many charities the conversation can feel confusing, overwhelming, or difficult to translate into everyday practice. 

The latest Charity Digital Skills Report found that 44% of charities are either struggling with or not using AI tools, while only 36% are using AI to support their communications and fundraising. 

Our AI and marketing fundamentals training is a free, practical four-week online programme designed specifically for charities. We’ll help you cut through the noise and provide reliable, expert guidance on using AI for your charity’s marketing and communications. 

Through a series of hands-on workshops and expert-led masterclasses, you’ll build the confidence, skills and practical knowledge to move beyond experimentation, identify where AI can add value to your marketing and communications, and develop a clear plan for putting it into practice across your organisation.

What does the training involve?

This is a four-week online learning programme delivered via Zoom. Through two live online sessions each week (Tuesdays and Thursdays), participants will take part in a blend of practical workshops and expert-led masterclasses that build the knowledge, skills and confidence to use AI effectively. 

Some of the sessions include live, hands-on exercises, so you’ll need access to at least one generative AI tool (such as ChatGPT, Microsoft Copilot, or Google Gemini). A free account is sufficient for participating in the practical sessions. 

Thanks to funding from Amazon, the programme is free to attend. 

What you’ll learn

By the end of the course, you’ll be able to: 

• Explain the fundamentals of AI and identify where it can add value across your organisation.
• Identify opportunities to use AI in marketing and communications, helping you work more efficiently and effectively.
• Write effective prompts that produce relevant, high-quality outputs from a range of AI tools.
• Use AI to support content creation and audience engagement, including drafting newsletters, press releases and social media content.
• Apply practical techniques to optimise your website and content for AI-driven search and discovery.
• Recognise the risks, limitations and ethical considerations of AI, enabling you to use it confidently, responsibly and with greater intention. 

Key dates

The programme runs online on Tuesdays and Thursdays from Tuesday 15 September and until Thursday 8 October. A full schedule will be shared during onboarding. 

Who should apply?

If you’re looking to move beyond experimentation to develop practical AI capability that strengthens your charity’s marketing and comms, this opportunity is for you. 

The programme is pitched at a foundational level and no previous experience using AI is required, although a basic awareness of generative AI tools will be helpful.  

The content is intended for those with responsibility for marketing and communications but that doesn’t mean you need ‘marketing’ or ‘communications’ in your job title to take part. 

Applications close Friday 4 September.

There are 35 places available. Priority will be given to charities with an annual income of £1 million or less, and places will be allocated on a first-come, first-served basis. 

Any questions?

If you’d like to find out more about the course before applying, we’d be happy to help. 

Whether you’re unsure if it is right for your role, want to understand the time commitment, or have questions about accessibility or eligibility, our team can talk you through the details. 

Contact Mike at miker@mediatrust.org for more information. 

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