3 Insights From the AWS IMAGINE Conference 2025

On March 26, 2025, I attended the AWS IMAGINE: Nonprofit conference at Amazon HQ2 in Arlington, Virginia—a gathering that explores how technology can accelerate social and environmental impact within the nonprofit sector. 

For many organizations, including Neon One, Amazon Web Services (AWS) provides the infrastructure that powers numerous tools and platforms. It’s a tool whose importance can hardly be overstated, even as it remains entirely behind the scenes.

That’s why AWS is the perfect host for these conversations on how technological advancements are shaping our sector. As we reflect on how we can adopt these innovations responsibly and effectively, AWS remains a prime example of how the most important technologies are sometimes the least visible.

Here are the three main things I took away from this gathering, and how we’re working to innovate and implement new technologies at Neon One.

1. Bridging the “AI Trust Gap” Requires More Than Good Intentions

One of the standout sessions was “Real-world perspectives on responsible AI,” moderated by Sasha Rubel, Head of AI/Generative AI Policy, EMEA at AWS. The panel featured:

• Zeenia Irani, Senior Director of Strategic Initiatives at FINCA International
• Nicholas Suplina, Senior Vice President for Law and Policy at Everytown for Gun Safety
• Nathan Chappell, Senior Vice President at DonorSearch AI

The talk highlighted a particularly compelling statistic regarding the use of AI: While 84% of organizations consider responsible AI use a top priority, only about 25% have an actual framework in place to ensure ethical implementation.

This disparity underscores the existing “trust gap” in AI adoption within the nonprofit sector.

To address that gap, the panel emphasized the importance of developing AI systems that are accurate, humble, and moral. They advocated for fostering a culture that rewards questions over answers, promoting an environment where ethical considerations are paramount and organizations are empowered to navigate the complexities of AI integration thoughtfully.

That’s great, but what does it look like in practice?

It looks like the debut of EveryShot, a new tool for tracking gun violence nationwide and a powerful example of this ethical AI framework in action. 

EveryShot was developed by Everytown for Gun Safety and uses artificial intelligence to track gun-related incidents across the United States. By analyzing thousands of news reports, it provides a near real-time, searchable map of gun violence, with over 75 filterable categories such as type of shooting, firearm used, and demographics of those involved. 

Designed to increase transparency and public awareness, EveryShot equips communities, advocates, and policymakers with accessible data to better understand and address the scope of gun violence nationwide.

Nonprofits are demonstrating that innovation isn’t solely driven by profit motives but by the pursuit of mission-aligned impact. The true measure of success lies not in financial gain but in the positive change created in the lives of individuals and communities.

2. Don’t Let Predictive Analytics Diminish Donor Agency

Another insightful session, “Growing a movement: How Movember and GivingTuesday scale community-driven impact,” was facilitated by Kelley Hecht, Global Director for Nonprofits at AWS. The panel included representatives from GivingTuesday and Movember, who shared valuable perspectives on data-driven engagement strategies.

A key takeaway from this discussion was the caution against over-reliance on predictive analytics, which can inadvertently diminish donor agency. 

By focusing too heavily on forecasting donor behavior, organizations risk reducing individuals to mere data points, potentially undermining the personal connections that drive genuine generosity.

On this point, Asha Curran, CEO of GivingTuesday, posed a thought-provoking question:

“Are you doing things for people—or giving them the space to solve problems on their own?”

Curran advocated for a paradigm shift that views supporters not just as donors but as owners—active participants co-creating within the community. She also expressed a preference for moving away from transactional language, such as “volunteer,” which can imply a one-sided exchange, rather than a collaborative effort.

This perspective aligns with the insights from the (hot off the digital presses!) 2024 edition of the Giving Pulse Report by the GivingTuesday Data Commons, which explores the multifaceted nature of generosity beyond monetary contributions.

Click below to read the full report:

Read the 2024 Giving Pulse Report

3. Deliberate Iteration is the Best Way to Adopt New Tech

Finally, the conference underscored the importance of adopting new technologies through iterative, human-centered experimentation rather than massive, rapid overhauls. 

According to AWS’s research:

• 87% of nonprofits plan to increase their use of cloud technology in the next one to two years.
• 73% of funders consider modernized technology crucial to nonprofit effectiveness.
• The primary barrier to technology funding is that many nonprofits aren’t actively seeking it.

This highlights a tension between the availability of technological tools and the readiness of organizations to implement them. Rather than reluctantly succumbing to the allure of the latest technological trends, you’re much better off approaching new tech through the lens of intentional experimentation.

By prioritizing solutions that genuinely enhance efficiency, strengthen relationships, and align with your organization’s mission, you’ll be setting up your staff, your supporters, and (most of all!) your mission for long-term success. 

Here’s How We’re Pursuing Ethical Innovation at Neon One

At Neon One, we recognize that meaningful innovation stems from actively listening to our customers, our partners, and the broader nonprofit community. In response to what we’ve heard, we’ve been able to re-imagine what the generosity experience looks like for the typical supporter. 

One of the most exciting leaps forward has been our Generosity Indicator feature that gives Neon CRM users a fair, equitable, and unified way to understand someone’s support (and even potential support!) for their organization. This intuitive feature appears in a constituent’s profile and provides insight into how connected they are to your organization.

The tool looks at someone’s activities across the entire Neon One ecosystem. In other words, it analyzes every interaction they’ve had with any organization that uses Neon One products. 

That data is always confidential—you’ll never see how much they gave to another organization, what events they attended, or how many hours they volunteered with other nonprofits. But you can get insights based on those other interactions. 

Our goal is not merely to track past behaviors but to illuminate what’s possible and identify who is ready to embark on this journey of generosity. Learn more about this uniquely Neon One approach to problem-solving here:

Building a Future Rooted in Trust and Collaboration

The AWS IMAGINE: Nonprofit conference reinforced the idea that the future of the nonprofit sector isn’t solely about adopting smarter technologies. It’s about using those tools to foster more connected and authentic communities. 

While technological advancements like AI offer exciting possibilities, their true value lies in their ability to enhance human relationships and amplify collective impact.

At Neon One, we are committed to integrating these insights into our work, ensuring that our innovations are not only cutting-edge but also ethically grounded and community-focused. 

Together, by embracing intentionality and collaboration, we can navigate the evolving landscape of technology and build a future where generosity thrives.