Many nonprofit leaders already understand that zero-click search is reshaping digital engagement: When potential supporters search for information about your cause, they’re increasingly getting what they need from AI summaries and search result snippets—without ever visiting your website.

The reality is your website isn’t your organization’s front door anymore, at least not in the way it was even two years ago. But zero-click search is just the beginning. AI is fundamentally reshaping how people discover, evaluate, and engage with mission-driven organizations in ways that ultimately extend far beyond reduced website traffic.

While the full scope of this transformation is still emerging, the organizations that understand what’s happening will be best positioned to thrive in this new reality. Here are five critical facts about AI’s impact on search and discovery, plus strategic guidance for adapting your approach. 

Fact 1: Zero-Click Search Has Become the Default

The traditional search-to-website journey for which nonprofits have optimized over the past decade is now the exception rather than the rule. According to Pew Research,  only 9% of people click through to websites on search pages with AI summaries — or 60% less likely than users who encounter search engine results pages without AI summaries. 

For nonprofits, the challenge goes beyond the way search engines display information. Search itself is fragmenting, and people are fundamentally changing how (and where) they seek information. They’re going directly to ChatGPT and other AI tools to ask questions or conduct research. And they’re using YouTube and TikTok as search engines for everything from policy explanations to volunteer opportunities.

This shift builds on broader changes in user behavior that were already underway. The attention economy was already pushing people toward faster, more immediate answers. AI has accelerated these existing trends, making the traditional pathway from search engines to organizational websites increasingly obsolete.

Fact 2: Organic Search Traffic is Declining in Real Time

The shift toward AI-powered search isn’t theoretical, and it’s measurably impacting website traffic right now. In fact, one educational website, Chegg, has seen such a significant drop in traffic due to Google’s AI Overviews that they’ve filed a lawsuit against Google. 

This represents concrete evidence of a broader trend affecting websites across sectors.

The decline in organic search traffic is particularly concerning for nonprofits because educational and informational content represents a sweet spot for most mission-driven organizations. Policy explainers, program overviews, impact reports, and educational resources have traditionally been key drivers of website traffic and supporter engagement. These content types are exactly what AI systems excel at summarizing and presenting directly in search results.

The challenge is particularly acute because nonprofits often serve as trusted sources for complex social issues. When AI systems can extract and present this information without attribution or follow-up engagement opportunities, organizations lose critical touchpoints with potential supporters, volunteers, and advocates.

Fact 3: Generational Adoption is Accelerating 

Over 70 percent of Gen Z prefers using AI assistants for research instead of scrolling through traditional search results. 

This generational preference has serious implications for nonprofit donor demographics and engagement strategies. As AI-native users become a larger portion of your supporter base, adapting your content and distribution tactics is increasingly crucial to remain visible to these audiences.

The timeline for broader adoption is compressed. What might have taken a decade to unfold is happening in 2-5 years, driven by the rapid improvement in AI capabilities and user experience. 

Fact 4: AI Agents Are Already Driving Real Economic Behavior

Say a supporter asks their AI assistant, “Which climate organization should I donate $200 to?” The AI generates a short list of relevant nonprofits, explains their impact, and recommends an organization that best aligns with the supporter’s interests. That supporter makes their gift — all without the donor ever visiting a website, or even a donation page. 

This scenario represents the next frontier of AI’s impact on search and discovery for mission-driven organizations. During Prime Day alone, GenAI traffic increased 3,300% and contributed to over $24 billion in e-commerce sales, demonstrating that AI-mediated transactions have moved from experimental to mainstream.

While AI-mediated donations haven’t reached this scale yet, the foundation is being built right now. 

The scale of influence potential is massive. When AI systems can shape economic behavior worth billions of dollars, they’re certainly powerful enough to influence donations, registrations, volunteer sign-ups, and advocacy actions. 

Fact 5: The Search-to-AI Transition Window is Narrowing Rapidly

People still use Google more than they query ChatGPT directly, but expert predictions suggest this balance could shift dramatically within the next 2-5 years. Either way, AI’s role in mediating search queries will continue to grow — whether that’s in the context of traditional search engines or AI chatbots. 

The rapidity of the transition creates urgency around strategic adaptation. The current window represents an opportunity to build authority and optimize content while competition for AI visibility is still relatively manageable. As more organizations recognize this shift, the difficulty of gaining AI prominence will increase.

What Mission-Driven Organizations Must Do Now

Understanding these facts is only valuable if it drives strategic action. Here’s how nonprofits can adapt to AI while continuing to advance their missions.

Don’t Abandon SEO, But Evolve It

While search is on the decline, it isn’t dead — and many traditional SEO principles still apply. In fact, in many ways, SEO best practices have already evolved in directions that align with AI optimization. The focus on user intent, comprehensive content, and authoritative answers that define modern SEO translates well to AI visibility. As with SEO, AI visibility means creating content that speaks to both people and machines. 

The key differences lie in the details. Keywords matter less than they used to, while format becomes more critical. Q&A structures, listicles, and other scannable formats perform better with AI systems. Content length also matters more than before, with the top 10 percent of AI citations averaging around 1,800 words.

Rather than abandoning your SEO strategy, refine your mix of formats and focus on thoroughly answering the questions your audience is asking. Your goal is still to be the authoritative source in your domain — just with some tactical adjustments for how AI systems discover and cite that authority.

Optimize for AI Visibility

While many optimization principles overlap between traditional SEO and AI visibility, some tactics deserve extra emphasis in an AI-driven environment. These strategies build on familiar content best practices but with specific considerations for how AI systems process and cite information.

Structured explanations matter enormously. Use headings, bullet points, and clear formatting to make your content scannable for both humans and AI systems. Consider using readability tools to check your content and ensure it meets accessibility standards while also being optimized for AI processing.

Cross-platform messaging consistency builds authority signals with AI systems. If your CEO is quoted discussing “climate action” in the Financial Times, your social media discusses “climate action,” and your website focuses on “climate action,” you’re more likely to be cited as an authority than if each platform uses different terminology. AI systems interpret inconsistencies as conflicting information, which can undermine your credibility as a source.

Diversify Beyond Your Website

The multi-channel approach isn’t new advice, but it’s more critical than ever. Your website alone cannot generate the traffic or drive the actions your organization needs. You must be present where AI systems are gathering their training data and where your audiences are actually spending time.

Target AI training datasets strategically. Wikipedia, government websites, Reddit, established news outlets, and YouTube are all significant sources for AI systems. Contributing to these platforms ensures your perspective and expertise are included in the datasets shaping AI responses — and builds your audience in the process. 

This approach also addresses the broader reality that search is fragmenting across multiple platforms. YouTube and TikTok function as search engines for many users, particularly younger demographics. Your content strategy must account for these platforms as primary discovery channels, not just social media.

Get Strategic About Your Goals

Every piece of content and every platform presence needs a clear strategic intent. In an AI-influenced environment, it’s particularly important to understand which of two underlying motivations is driving each initiative: are you seeking issue influence or brand visibility? While these goals often overlap, they require different approaches and different success metrics.

Issue influence focuses on shaping narratives around the causes you care about. Your organization may not need to be prominently credited if your perspective becomes part of how AI systems understand and explain critical issues. 

Brand visibility, conversely, focuses on ensuring your organization is recognized as a key player and preferred partner in your domain.

Most organizations need both, but the point is being intentional about which goal each initiative serves. This strategic clarity enables more effective resource allocation and clearer measurement of success in an AI-influenced environment.

Preparing for the AI-Driven Future

The future of supporter engagement is predictive, AI-mediated, and rapidly approaching. 

Mission-driven organizations that invest in understanding and adapting to AI-driven search now will be increasingly advantaged in competitive funding environments. They’ll be better equipped to serve their missions and prepared to leverage the transformative technologies that lie ahead.

The good news is that you don’t need to abandon everything that’s worked before — this shift is about thoughtfully evolving your approach to remain visible and influential as the digital landscape continues to evolve. The same commitment to serving your mission that has always driven your work should now drive your adaptation to this new reality.

Ready to talk about AI’s impact on reaching and moving your audiences? Forum One can help you navigate this transition while maximizing your organizational impact.