Are You Findable?
How Charities Can Show Up in AI Search Results
As AI tools like ChatGPT, Perplexity, and Claude become part of everyday life, more donors are asking questions like:
“What are the best charities to support tackling homelessness in Melbourne?”
“Which Australian organisations help young people recover from trauma?”
If your charity isn’t showing up in AI-generated answers, you could be missing out on crucial visibility — and ultimately, funding.
Here’s how NFPs can become more “AI-findable.”
1. Understand How AI Tools Source Information
AI tools generate answers by drawing on publicly available, high-quality, and recent online content. They prioritise:
Well-ranked content from authoritative websites (SEO still matters).
Structured, clear language with context.
Cross-referenced mentions (media, government directories, third-party listings).
The implication? Your charity’s online presence is more critical than ever before — not just for human readers, but for digital assistants.
2. Optimise Your Website for SEO
and
AI Clarity
Think of your website as your charity’s digital storefront. It should:
Use a clear and consistent name across all platforms.
Feature a strong “About Us” section covering:
What you do
Who you help
Where you work
How donors can get involved
Include regular updates through blog posts or news stories that showcase impact.
Use FAQs that reflect real-world questions a donor might ask ChatGPT or Google.
Pro tip: Use phrases like:
“Why support [Your Charity Name]?”
“How we make a difference in [Issue Area or Region].”
These headings help both humans and bots interpret your value quickly.
3. Be Active in Third-Party Platforms
AI tools also rely on external credibility signals. Make sure your charity is accurately listed on:
ACNC — The Australian Charities and Not-for-profits Commission
Crowdfunding platforms like GiveNow, GoFundMe, and Chuffed
Community directories or local government listings
Media articles or press mentions
Media coverage = trust signal. Even a local newspaper article can give AI something to latch onto when evaluating your legitimacy.
4. Collaborate with Thought Leaders and Link Back
Your digital authority grows when others talk about you. Consider:
Writing guest blogs for aligned organisations (like Equitable Philanthropy).
Collaborating with corporate partners on impact stories.
Sharing research or white papers with aligned peak bodies or universities.
A single quote on a high-ranking blog (with a backlink!) tells search engines — and AI — that you’re credible and connected.
5. Use Structured Metadata and Alt Tags
Make it easier for AI to “read” your site by working with your web developer to:
Implement structured data (like schema.org) to tag your charity’s name, mission, location, and donation options.
Add alt-text to images and meaningful page titles.
Ensure your site loads quickly and is mobile-friendly (yes, bots care about this too).
Structured data = a shortcut for bots to understand who you are and what you do.
6. Publish Plain-Language Case Studies
Semantic AI thrives on clarity. Share real stories of impact with:
Descriptive, keyword-rich headlines
e.g. “How We Helped 15 Young Mums in Regional Victoria Find Housing and Stability”
A focus on outcomes and location
Simple language — avoid internal jargon or acronyms unless you explain them
These kinds of content help AI tools match your story with donor intent.
7. Test Yourself: Ask AI About Your Cause
Try asking ChatGPT or Perplexity:
“What are the top charities in [your sector] in Australia?”
“Which organisations help [your target group] in [your location]?”
If you don’t show up, reflect (and ask Chat!):
What’s missing from your digital content?
Are your program areas clearly described?
Do you have up-to-date blog posts, press mentions, or third-party listings?
Then update your content accordingly.
8. Optimise for Semantic Search (Not Just Keywords)
What is Semantic Search?
Semantic search is how modern AI understands meaning, not just words. Instead of looking for an exact keyword match, it interprets intent, context, and themes.
For example, if someone asks:
“What’s a grassroots organisation helping young mums escape homelessness?”
…and your site only says “support for vulnerable women,” you might be invisible to AI.
Tips to Optimise for Semantic Search:
a. Use Natural Language
Write in full sentences — as if you’re answering a donor’s question directly.
“We support young mothers experiencing housing insecurity.”
“Housing | Women | Melbourne | Support.”
b. Be Context-Rich
Explicitly explain who you serve, how, and why it matters.
e.g. “We provide trauma-informed care and housing support to women under 25 in regional Victoria.”
c. Use Topic Clusters
Create blog posts that group related ideas:
e.g. “Why Trauma Recovery Needs Housing, Employment, and Community Connection”
– this helps AI understand your work as multi-dimensional and mission-aligned.
d. Add Real FAQs
Include questions like:
“Why should I support [Your Charity]?”
“How are donations used?”
“What makes your model unique?”
e. Include Synonyms and Alternatives
Use varied language across your site — not just “domestic violence support” but also “family safety,” “survivor services,” “housing for women in crisis,” etc.
f. Be Explicit About Your Identity
Label your homepage and About section with phrases like:
“[Charity Name] is a registered Australian charity supporting [group] through [programs] in [location].”
This helps AI classify you accurately and match your work with donor searches.
What’s Next?
AI is changing how people discover causes they care about. It’s no longer enough to be well-known offline — you must be digitally discoverable.
Start small. Update your About page. Create an FAQ. Write one blog post that clearly spells out your impact.
The goal? When someone asks an AI, “Who should I donate to?” — your name comes up.
Coming Next: Local Giving & AI
In our next Substack, we’ll dive into the growing trend of people giving geographically locally — and how AI is playing a role in this.
We’ll explore:
How AI responds to location-based donor queries
What you can do to optimise your presence for local search
Examples of small charities punching above their weight thanks to digital findability
Stay tuned: Local visibility is the next frontier in AI-boosted philanthropy.
Final Thoughts: Being Discoverable is Being Fundable
In the age of AI, being a great charity isn’t enough — you need to be discoverable.
Your digital footprint - along with clear messaging - is now just as (maybe even more) important as your grant applications, gala events, or word-of-mouth reputation. Whether it’s a potential donor, corporate partner, or funder using ChatGPT to research where to give — you want your organisation to rise to the top as a credible, values-aligned option.
This isn’t about gaming the algorithm. It’s about communicating your impact clearly, staying visible in the places donors are looking, and making it easy for AI (and people) to understand who you are and why you matter.
Small changes — like updating your About page, writing one blog post, or listing your charity on a key platform — can make a big difference.