Hey Reader,

I hope August is off to a great start! I'm sending a day late for all kinds of reasons that I won't bore you with. All I can say is these things happen. 😎

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I had a weird realization the other day.

In this new age of AI, we’re not just managing our brands for our audience anymore.

We’re managing them for machines, too.

That means how you show up online shares how AI tools will summarize and represent your nonprofit’s information.

And while that might sound like a “next year” problem, it’s not.

It’s already happening.

Supporters are starting to ask ChatGPT and other platforms about your cause.

They’re researching which nonprofits to support and letting AI sort the answers.

If your organization doesn’t have a clear, structured, and consistent presence across digital channels, you’re invisible in those results.

Not because you don’t matter.

But because you’re not feeding these new machines.

If you’re able to embrace that right away, you’ll be at the forefront of the new wave of visibility and trust.

Your AI brand footprint must now be part of your digital strategy.

In today's edition of the Social Profit Stack, we’ll look at four simple steps to get ahead with AI search and have your brand show up in ways the new machines can’t miss. Not only will these steps boost your visibility, they’ll make sure AI knows exactly who you are and why you matter.

What do you mean by AI Brand Footprint?

Your AI Brand Footprint isn’t just another metric that’s easy to throw away. It’s quickly becoming the indicator of your organization’s digital relevance.

Simply put, that relevance tells the new AI systems who you are and what you do.

It includes your mission described in plain language, plus the structured data and metadata that help AI understand your work.

You build it using information on your programs, the people or organizations you support, and the results that appear across all your online platforms, along with third-party validation through press coverage, partnerships, and directory listings.

When these signals are missing or unclear, AI fills in the gaps with whatever it can find that is incomplete or even wrong.

History repeats itself

Your AI footprint is becoming as crucial as search engine rankings were a decade ago.

AI tools are establishing their "go-to" sources RIGHT NOW, and the organizations they quote today will become their defaults for years to come.

If you begin now, you can shape your story, control your narrative, and become the recognized authority in your cause area. If you hesitate, you'll watch other nonprofits take centre stage while you're stuck playing catch-up all over again.

A 30-minute action plan

Building your AI footprint doesn't require a complete website overhaul or months of planning. You can begin by taking 30 minutes to action the following steps:

Step 1: Test your current footprint

Go to ChatGPT, Claude, or Perplexity and ask each one: "What can you tell me about [your organization name]? Include their mission, programs, leadership, and any impact data you have."

Screenshot everything. You'll want to remember this baseline.

Step 2: Build a foundation

Create an AI-friendly FAQ page with clear headings, conversational language ("What does your organization do?" rather than formal mission-speak), and include specific numbers wherever possible.

Create a "Facts & Data" page with your mission, programs, and measurable results.

Step 3: Claim your authority

Write 2-3 explainer articles about your cause area with statistics, local examples, and clear solutions.

"What is [your cause] and why does it matter in [your region]?" Update all directory listings to match.

Step 4: Monitor monthly

Re-test AI responses. If AI says you "help families" but you actually "provide emergency food assistance to 300+ households monthly," update your web content until AI gets it right.

New default

AI has quickly become the default starting point for donors interested in giving to your organization, so make sure it’s yours they find.

Spend 30 minutes once a month building your AI footprint, or wait 30 months and fight for your spot in an overcrowded market.

If you act now, your nonprofit will become a trusted voice that AI turns to for years to come, while those who wait will be scrambling to catch up in an increasingly crowded digital landscape.

I'm genuinely curious. Hit reply and share what AI said about your organization when you tested it! I read every response, and the results are often hilarious (and eye-opening).

Ready to become AI's go to source for your cause but uncertain where to begin? Hit reply! Let's find a time to chat and claim your new territory today.

Link 💜 will return in the next edition.

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