AICAM

Is your organisation ready for AI?

AI is moving faster than most organisations can respond. AICAM gives non-profits a structured way to assess where they stand, manage the risks of unplanned adoption and build a credible path forward - before the gap becomes unrecoverable.

The AI challenge

Every organisation is already using AI. Very few are in control of it.

Across the sector, teams are experimenting with tools like ChatGPT, Claude and a growing range of AI platforms. Some are seeing results. Most are operating without governance, without strategy and without any clear understanding of cost, value or risk.

At the same time, organisations that use AI strategically are starting to pull ahead - operating with leaner teams, lower costs, faster execution and stronger supporter experiences.

The gap between “people are using AI” and “we are an AI-capable organisation” is where most charities are stuck today.

Deniz Hassan, AAW’s Director of Digital and Data, explains why data and technology are critical to success

What is AICAM?

AICAM (AI Capability Assessment Model) is AAW’s structured framework for AI transformation.

It helps non-profit organisations understand:

  • Where they are today

  • Where they need to be

  • How to get there

Adapted from established capability models used in financial services and data management, AICAM is designed specifically for the non-profit sector — covering both immediate risks and long-term transformation.

Learn more

What AICAM delivers

AI is already inside your organisation. The question is no longer whether to adopt AI, but whether you are in control of it.

AICAM provides that control — with a clear, structured view of where you stand and what to do next. Through an AICAM assessment, you gain:

  • AICAM gives you a structured view of your organisation’s AI maturity across all eight capabilities. It highlights strengths, gaps and constraints so you can understand exactly where your teams are effective - and where investment or governance is needed.

  • We translate complex AI insights into clear, concise reporting suitable for senior leadership. Trustees and executives can quickly see risk exposure, adoption levels and areas of opportunity - helping the board feel confident that AI is being managed responsibly.

  • AICAM provides targeted, actionable recommendations. Each action is prioritised based on impact, helping you tackle the areas that will deliver the greatest benefit to your organisation.

  • We map a phased plan for building AI capability, from safe foundations through to a fully integrated operating model. This roadmap helps your teams progress systematically, ensuring adoption is effective, sustainable and aligned with organisational goals.

  • Know where to invest - and where not to. AICAM identifies which AI initiatives deliver real value and which may be creating hidden costs or risks. This evidence-based guidance ensures your organisation invests resources wisely, reduces duplication and accelerates measurable impact.

What an AI-capable organisation looks like

AI is embedded in how the organisation runs — not something individuals use on the side.

  • Teams are leaner and more effective

  • Investment is disciplined, with clear returns

  • Governance is in place and board-level confidence is high

  • Costs reduce because AI replaces manual work, not just adds to it

Start the conversation.

If you’re interested in an AICAM assessment, complete the form and we can arrange an initial discussion.

  • “AAW were brought in to help us drive our digital fundraising transformation by creating a holistic digital strategy that brought together our Fundraising, Communications and IT teams. The AAW team helped us create a coherent vision for digital fundraising and marketing and a clear plan to deliver it. The combination of Tobin Aldrich and Deniz Hassan is truly unique, providing a huge breadth of experience and unique perspective across strategic, structural, cultural and operational considerations. We're excited about our digital journey – thank you AAW”

    Gaby Murphy | Director of Development & Fundraising | Concern Worldwide

  • “When I joined the RSPCA, AAW were on hand to offer strategic support both in terms of helping shape our income generation operations and appointing our executive team. They are a magic combination that transforms strategic thinking”

    Chris Sherwood | CEO | RSPCA

  • "Their insight and understanding of the fundraising market in the UK is first class as is their ability to engage across a wide section of stakeholders to effectively drive organisational transformation"

    Louise Robertshaw | Director of Fundraising & Marketing | London’s Air Ambulance Charity

  • "Our individual giving programme has been growing significantly and the ability to provide increasing unrestricted income from our supporters is incredibly valuable"

    Mairead O’Callaghan | CEO | Operation Smile UK

  • "AAW were a key partner for Leonard Cheshire during a period of change and transformation. Tobin and Imogen are the go to experts on a whole host of issues and technical approaches. I have really enjoyed working with them and have valued their help and support".

    Kate Burt | Former Executive Director of Marketing & Fundraising | Leonard Cheshire

  • "When the RCRC movement decided to create a global virtual fundraising hub we could think of a no better choice than AAW to lead and develop the project. Their strategic vision has been key in getting this ambitious project off the ground and thanks to their knowledge of international networks and federations, we have been able to prioritize and deliver on services that are of great benefit to Red Cross and Red Crescent Societies around the world."

    Helen Alderson | Former Head of UK Delegation at International Committee of the Red Cross | ICRC

  • “AAW provided bespoke and thoughtful guidance to help us develop our new fundraising strategy following the loss of core funding from DFID. Their deep understanding of the sector, of the latest trends but also of the dynamics within organisations, was invaluable. They even offered to brief our Board directly to give them an insight into the wider fundraising environment, which was incredibly helpful in enabling our Board to understand – and subsequently back – our new strategy. I highly recommend giving AAW a call.”

    Polly Markandya | Head of Partnerships & Communications | Water & Sanitation for the Urban Poor (WSUP)

Our Clients

AAW work across a diverse range of clients, sectors and projects, with a selection below. To see a full list of our work with non-profits of all sizes globally that demonstrates our scale, diversity and range click here.