Today, more searchers receive answers directly on the results page through AI Overviews, rather than clicking into individual websites. Donors and partners rely less on sifting through pages of search results and more on instant, AI-powered responses from Large Language Models (LLMs) such as ChatGPT, Google Gemini, and Perplexity.  

What Are AI Overviews and LLMs? 

AI Overviews are generative-AI summaries placed above Google Search results. They draw from Google’s indexed web pages and deliver a compact answer with relevant links. (1) 

LLMs operate via what’s called Retrieval-Augmented Generation (RAG). This approach retrieves live web data from websites, articles, research reports, and even community platforms like Reddit or Quora to craft natural, human-like responses. (2) 

These technologies now surface nonprofits not just based on keywords and backlinks, but on transparency, quality of storytelling, and clarity of mission. 

Put simply: 

• AI Overviews summarize Google-indexed sources.
• LLMs/chatbots blend live web data and learned context to generate natural language answers. 
  

3 Reasons Why the Age of AI Search Matters 

1. Visibility Without Clicks: AI Overviews and LLMs summarize information without requiring a click, so your website may capture fewer direct visits. Visibility now depends on the strength of your story and the clarity of your impact, not just keywords and links. 
2. Trust Begins Before the Visit: Searchers form judgments based on what AI tools say about you before they ever reach your homepage. Algorithms highlight organizations that show authentic outcomes, clear missions, and active engagement.  
3. Consistency Builds Credibility: Inconsistent or outdated public messaging can result in missed opportunities for discovery in AI-generated overviews. Clear messaging, transparent impact data, and mission-driven storytelling allows nonprofits to shape how they appear in AI-powered search results. 
   

Where does the Opportunity Lie? 

This shift in AI-driven search offers nonprofit organizations a chance to shape how their missions are understood and trusted. The opportunity lies in clear, consistent messaging, transparent impact data, and authentic, mission-driven storytelling. 

When you back up your claims and describe them in everyday language, AI is more likely to feature your work. Early adopters who refine their content and maintain consistent public profiles will earn trust and visibility. By leading with clarity and transparency, nonprofits can define how their stories show up in this new landscape of AI-powered discovery. 

Practical Steps to Prepare 

Run HarborWay Foundations’ four-step visibility audit to understand your organization’s digital footprint. 

1. Search five to 10 questions a typical donor, volunteer, or service recipient might ask about your mission. 
2. Check if your organization appears in AI Overviews or LLM/chatbot answers. Document what you do or do not find. Pay attention to which competitors or market dominators surface in the answers and document the source content cited.
3. Review your findings and identify what needs improvement. If you already have relevant pages, assess whether your content clarity or impact framing needs refinement 
4. Create a 6–12-month plan to improve how your mission appears across these emerging discovery channels.  

If you want to better understand how your organization stacks up, HarborWay Foundations can help. Together, we’ll build a strategy to stay visible in the age of AI discovery. 

The post The New Search: How AI Overviews and Chatbots Are Changing How People Discover Nonprofits  appeared first on Harborway Foundations.