The AI Guide for Nonprofits Looking to Reach More Donors
December 22, 2025 | 8 min read
KEY TAKEAWAYS
- AI is the new donor discovery tool to discover and compare nonprofits.
- Visibility is imperative for nonprofits so they reach high-intent potential donors who are actively searching for credible, values-aligned organizations.
- A successful AI strategy primarily requires clear, consistent, and accurate content that AI models can easily read and understand.
AI is changing how people look for causes to support. Donors, volunteers, and corporate employees with access to workplace giving programs are using AI tools, including AI Overviews in Google search and large language models like ChatGPT and Gemini, to discover and evaluate nonprofits and compare mission impact.
AI visibility supports reputation management, and nonprofits whose content isn’t appearing in those results are missing potential donors who are actively searching for credible, values-aligned nonprofits.
Google now shows AI Overviews in roughly 18% of all searches, but when a search includes 10+ words or is phrased as a question, that number jumps to over 50%. That matters because donors ask mission-specific questions such as:
- Which nonprofits in [my city] address hunger?
- Where can I volunteer next weekend?
- What conservation nonprofits have the strongest results in [my state]?
- Which reputable nonprofits are near me?
These are high-intent queries, and AI tools answer them by scanning publicly available information, including websites, profiles on workplace giving platforms such as Blackbaud Verified Network, social content, media coverage, and even impact reports.
The Blackbaud Giving Fund has been working alongside Daffodil to understand how AI evaluates nonprofit information and how fundraisers can strengthen their visibility on AI tools. The good news: you don’t need deep AI expertise to be successful. You need clear, consistent, accurate content that AI can read and understand.
Below are six practical steps your team can take to improve your nonprofit’s presence in AI search results and reach more donors.
1. Build Content That Answers Real Questions
AI tools reward organizations that make their mission easy to understand. That means writing content that clearly answers the questions supporters actually ask. Blog posts, program descriptions, landing pages, and impact updates should:
- Explain your mission in plain language
- Use keywords people naturally search for
- Include clear headings that help AI understand the structure
- Reflect the same, accurate message across all channels
If you have a web team or an agency partner, consider adding structured data or schema markup to help search engines better understand your content. Daffodil has helped us understand how this simple technical step can make a meaningful difference in how consistently AI tools surface nonprofit information.
2. Make Sure Every Public Touchpoint Matches Your Message
AI doesn’t just read your website. It analyzes any public source connected to your organization. If messaging is different on public-facing platforms, AI will flag the content as unreliable, so ensure all your messaging is aligned, including:
- Workplace giving platforms like Blackbaud Verified Network
- Crowdfunding platforms like GoFundMe
- Donation tools like JustGiving
- Corporate giving platforms
- Social media pages
If your mission statement or program descriptions differ across platforms, AI will surface mixed messages. Fundraisers should periodically check that these profiles reflect current branding, accurate impact data, and consistent language.
3. Share Quantifiable Impact Where Supporters Look
AI models elevate organizations that demonstrate clear results. If your nonprofit has data points, milestones, or stories that reflect mission progress, share them widely on:
- Impact pages on your website
- Blog posts
- Evaluation sites like Candid and Charity Navigator
- Donation platform profiles
- Annual or quarterly reports
- Social media updates
Creating a dedicated “Impact” page makes it easier for both donors and AI tools to understand what your work achieves. Moments of progress (new locations, expanded services, volunteer milestones, or successful campaigns, for example) should be updated consistently so AI can reference the most accurate and relevant information.
4. Clarify Your Programs to Strengthen AI Recognition
If your messaging is vague or uses jargon, AI may misclassify what you do. Take time to review program pages with a fresh eye. Ask yourself:
- Is the description clear enough for a middle-schooler to understand?
- Would a donor immediately understand the purpose of each program?
- Are keywords tied to the issues you address (e.g., food insecurity, mental health, youth education)?
- Do you link related keywords throughout your site?
Small adjustments help AI present you as a reputable source for specific issues or locations donors care about.
5. Show How Donations Translate Into Real Action
Donors increasingly use AI tools to compare nonprofits before giving. They’re looking for transparency and clear statements of impact. Consider adding a simple, skimmable section like:
- “$25 provides ___”
- “$100 funds ___”
- “$500 supports ___”
This type of messaging builds trust, strengthens AI-generated summaries, and helps supporters feel confident that their contribution creates measurable change.
6. Audit Your Website for Future-Proofing
Broken links, outdated program pages, or old impact data can surface in AI summaries, even if you’ve updated other areas. Revisit your website to ensure:
- Every page reflects your current mission
- Your locations, programs, and staff details are up to date
- You removed content that no longer reflects your work
- Your AI-critical pages (About, Impact, Programs, Donate) are easy to navigate
This audit doesn’t need to be complicated. Even an annual review helps ensure AI tools reference accurate, consistent information.
Why This Matters Now
Workplace giving contributions continue to grow, and over 27 million donors rely on workplace giving platforms to discover and support nonprofits they care about. Ensuring your digital presence is clear and AI-ready helps these supporters find you more easily, no matter if they’re using search engines, employer portals, or donation apps.
Leveraging AI is no longer a ‘nice to have,’ it’s a requirement. As fundraising becomes more competitive, nonprofits that adapt to AI trends now will be better positioned to reach new audiences, retain workplace donors, and accelerate mission impact. AI isn’t replacing your work; it’s amplifying your visibility. Invest time in strengthening the content that tells your story. The donors you’re trying to reach are already looking for nonprofits like yours. AI determines which ones they see first and gives you a competitive edge. Make sure your organization is one of them.
Ready to reach over 8 million potential donors and achieve your fundraising goals? Check out our other blogs about setting up and optimizing a free Blackbaud Verified Network account, making sure your organization is eligible for corporate matching gifts, how to incorporate community giving into your strategy, and more.
For more information about Blackbaud Verified Network or to sign up, visit https://nonprofit.yourcause.com/login/create-account.
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