🤖 Is AI helping supporters find your org?
Written by zoe ALEXIS WHITEHORN
Is it just us or is the conversation about AI… a lot?
Yes, AI is quickly changing the way supporters and advocates connect with your mission. Today, we’re walking you through what this shift means and what you can do about it.
what the landscape looks like
AI – or 🤖 the robots as we choose to lovingly call them – are already shaping your most important audiences’ behaviors.
For example, are you looking to engage supporters? They rely on AI.
A recent AP poll found that 60 percent of U.S. adults now use AI to search for information at least some of the time.
For adults under 30, that number jumps to 74 percent.
A recent Pew Research Center study found that when an AI-generated answer appears at the top of a Google search, people are significantly less likely to click on the traditional website links.
what this means for you
On a Google search result, an AI-generated answer at the top means audiences may never scroll down to click through and read from your site in your own words.
In a dedicated chat box, AI’s response is the entire experience. There are often no other links to click. If you aren’t mentioned in that summary or response, it’s like being removed from the conversation completely!
That means you’re either the source for that answer, or you risk becoming invisible.
✨So, here’s the good news: this is a communications opportunity (yay!).
AI is looking for the same thing as your supporters and partners: a trustworthy source.
Here’s how to get started:
Do This: Build Credibility + Reputable Mentions
Think beyond your organization’s website. Think of mentions in news articles, research papers or respected publications as trusted character references for your mission. These earned placements are signals that you’re a credible source. Make sure your organization's name and mission are presented consistently everywhere you appear.
This helps AI connect the dots and recognize you as a leader.
→ Every time a news outlet or research institution cites your organization, you’re not just building your reputation – you’re also improving your visibility with AI.
do this: answer questions + prove you’re the expert
Your organization’s knowledge and perspective are your greatest assets. *You* can answer your audience’s potential burning questions more directly than anyone else.
Start your articles and webpages with a clear, concise summary that directly addresses a common question you can anticipate before you dive into details. This makes it easy for AI to grab your expert take.
Plus, you’re already doing the work… Now, show it off. Publishing your impact reports, sharing original data or releasing well-researched guides proves your expertise.
Don't forget to highlight the experts behind the work: your team! Featuring authors with their photos, bios and credentials on your website shows that your information comes from qualified people.
→ The result? You move from being one of many voices to becoming the authoritative source AI turns to and recommends on your key issues.
do this: prioritize readability + Write for a human
The funny thing about AI? The best strategy is surprisingly and simply human: just be clear.
Even the best information can get lost if it isn't presented well, so structure your content with helpful headings, bullet points and simple, direct language. (It should scream “SKIM ME!”) This clarity signals to everyone, humans and robots, that your content is quality and trustworthy.
Start by remembering what you think your audiences are searching for and seeking answers to, then reply… well.. like a human would.
For example, this applies to something as straightforward as a webpage title.
Instead of a generic title like “Our Programs,” create a clear, specific one called “Free After-School Tutoring in New York City.”
This immediately tells your audiences (and the robots!) what solution you provide.
→ This means you’re making it easy for AI to trust your expertise and position your organization as the go-to source for answers on your advocacy issues.
we’re in this with you
At Forthright, we’re deeply engaged in the world of AI right alongside you.
We're focused on exploring all the tough questions:
❓How do you use AI to increase your capacity while fiercely protecting your organization’s unique tone?
❓How can you innovate while upholding your values and maintaining your audiences’ trust?
We’re constantly researching, testing and translating these massive shifts into practical, mission-focused strategies. Our commitment is to be your thought partner in this, and we promise to continue sharing what we learn.
