Generative artificial intelligence (GenAI) applications hold transformative potential for non-governmental organizations (NGOs) in addressing social issues. However, the integration of GenAI applications in NGOs is challenging due to the presence of several barriers. Contemporary research has not investigated barriers to GenAI adoption within the context of NGOs. Thus, this study aims to explore and prioritize these barriers to GenAI adoption in NGOs. Our study adopts a three-phase mixed methods research approach. First, GenAI adoption barriers were identified through a comprehensive review of extant literature. Second, a deductive approach was used to finalize the most relevant barriers in context of NGOs. Finally, these barriers were prioritized using a level-based weight assessment method. Results reveal fourteen barriers to GenAI adoption in NGOs. The key barriers include lack of awareness about benefits of GenAI, lack of trust in AI, inadequate training opportunities, limited digital infrastructure, and lack of technical expertise. These barriers reflect sociocultural and ethical challenges that prevent NGOs from realizing benefits of GenAI. Our study is one of the first to provide insights into GenAI adoption barriers among NGOs in India. Prioritization of these barriers provides a systematic approach to overcome them and improve NGOs’ efficiency. Findings highlight the need for a forward-thinking mindset duly supported by a bold and strategic approach to change management in order to promote the GenAI adoption in NGOs. Finally, the study contributes to limited literature on intersection of NGOs and GenAI and provides useful implications for practitioners and policymakers.