In the News, Resources

January 22, 2026

Written by Matthew Nash

See original piece on Forbes

Nonprofits need to keep up with the demands of AI. As donors and volunteers increasingly utilize AI for research, and AI overviews gain popularity, nonprofits must position themselves to appear in AI-generated content. AI tools can include AI overviews in search results, large language models (LLMs) like ChatGPT, Gemini, etc., or more specialized tools. While these tools have different uses, they all analyze and gather publicly available content and data to produce a readable roundup of information to the searcher. This messaging can come from nonprofits’ websites, social media posts, inclusion on other websites, such as media coverage, etc.

Depending on the topic, 18% of Google queries include an AI overview. That statistic may seem insignificant, but when a search is 10 words or more or formulated as a question, it jumps to over 50%, creating a massive opportunity for nonprofits. Questions like: Which nonprofits in [my city] address hunger? Where to volunteer in [my city], what is the best land conservation nonprofit in [state], how to volunteer for [my county] hospital, and even a more general question, like, which reputable nonprofits are in [my city]?, are just a few examples of what potential supporters search for.

While the strategy for appearing in AI results can feel like a moving target, nonprofit teams must play an active role in refining their messaging so AI can pull and present accurate information. While the business strategy of your nonprofit may shift in the coming weeks and months, the goal should remain the same: for your nonprofit to appear in AI-generated results.

The best part about this strategy is that you don’t need a comprehensive understanding of AI. What’s more important is a strong content strategy. With quality content to reference, AI-generated results can deliver an accurate description of your organization and the work you’re doing. When people search for specific nonprofits or missions, the groups with content that most closely aligns with the search query are more likely to appear. When done properly, nonprofits may see increased web traffic, a surge in donations or volunteer sign-ups and more.

6 Tips For More AI Search Visibility

At The Blackbaud Giving Fund, we’re collaborating with Blackbaud AI experts and partners to help nonprofits tell more impactful stories that will increase visibility in AI-generated responses. Based on our own AI initiatives and discussions with one of our social impact partners, here are six tips to strategically position your nonprofit to increase presence in AI results, reach more potential supporters and advance your mission.

1. Craft Purposeful Content That Drives Action

Content is a prime opportunity to showcase your position as a leader in achieving your mission, highlight the importance of your organization and incorporate keywords that you want to rank for. Using your team’s thought leadership and insights to incorporate into blog content, landing pages, impact reporting and other relevant materials will help AI effectively digest and deliver your information to potential supporters.

These content pieces should answer questions that users may be asking, use language that’s easy to understand, avoid jargon and incorporate headings to help AI consume your content and deliver accurate results. To take it a step further, collaborate with your web team to add schema markup to your content, which helps search engines better understand your content and improves your chances of being included in results.

2. Optimize Every Touchpoint

AI pulls from publicly available information, which can also include workplace giving platforms like NPOconnect, crowdfunding sites like GoFundMe, other giving methods like Venmo or the donation page on your website. Ensure these pages portray accurate information that is consistent with the rest of your messaging, including consistent branding, mission statement and other key elements.

3. Prove It With Quantifiable Impact

If your organization is making progress toward its mission, has quantifiable results or has an inspiring story, share it. When you promote information that’s important to your mission, AI models will be better equipped to present an accurate picture of your work. Share across all your owned channels, including websites, leveraging blog posts and impact reports, social media, fundraising platform profiles, newsletters, etc., to help ensure AI includes this information in its results. Creating a dedicated “Impact” page enhances AI’s ability to see this content.

4. Show Programs That Spark Engagement

Programming descriptions are another way AI tools analyze nonprofits. Consider your initiatives from an outsider’s perspective: Would they assign the same program category? Is it clear enough to explain to a fifth grader? Are there ways to simplify messaging, expand on impact results or tie it back to your mission? Are keywords across your site linked to these programs? These considerations will help ensure AI can accurately reflect your initiatives to potential supporters.

5. Connect Donations To Tangible Action

Connect impact with funding in your messaging. Consider adding a section that includes information on what each dollar achieves. This will demonstrate your organization’s transparency and build trust while highlighting the direct impact of every dollar toward achieving your mission. These are all important considerations that potential supporters value in their nonprofit research.

6. Elevate Digital Presence With A Website Audit

Hidden pages, broken links or outdated information on landing pages are fair game for AI results. Ensure that messaging is consistent on each webpage and clearly states the progress toward your goals. Cross-checking information, updating impact data and aligning messaging points on all pages will help ensure AI results produce clear, concise and accurate information.

This work doesn’t have to be time-consuming, but it does have to be habitual. If your organization expands to different locations or service offerings, all your messaging should reflect this update so that AI results produce factual information. At the very least, review your messaging annually to ensure consistency and accuracy and inspire new and ongoing support.

The work you’re doing in your community is critical. In today’s world, reaching the right supporters takes more than passion. Embracing AI isn’t optional—it’s your competitive advantage. Nonprofits that lead with AI strategies will stand out, connect with digitally savvy donors and amplify their impact. Start using AI to elevate your authentic stories and powerful data so your mission rises to the top and inspires action. This is your moment to lead, not just adapt. Make AI your game-changer.