Zero-Click Content: It’s OK for Donors Not to Visit Your Site

It's time to stop sugarcoating nonprofit marketing. OpenAI started the acceleration, and now Google has changed the search rules. So, what does that mean for nonprofits? Google AI Overviews and other artificial intelligence (AI) tools (e.g., CoPilot, Perplexity, ChatGPT) can inform your donors about your mission, work and impact without them once visiting your website. As a result, nonprofits should realize that zero-click content is essential to meet your audience wherever they're getting answers to their search questions.

What Is Zero-Click Content?

If you've done any search on Google, you've noticed its AI Overviews up at the top. It's Google's response to ChatGPT, but it means that people don't have to visit a website to get the answers they need. In many ways, these tools are shaping the donor mindset rather than anything you say directly on your website. The reality is that this is a great experience for users, but zero-click content means you have to work harder for your community to see you.

Zero-click content refers to content that's seen but isn't necessarily clicked (that's optional now). The results AI believes you want to see (as precisely as possible) are always at the top. Someone may or may not click if a website or link is associated. It's optional. Let's say you want to know a local nonprofit serving children. You used to get a list of website links to explore. Now, unless you ask, you get an exact list with names and no website. Hopefully, your nonprofit will appear.

So, is your website obsolete? No, not quite. But it's no longer the first place people will visit. The reality now is that most digital searches may include a click to your site — or not. Before you get worried, I'm happy to share that there's good news. You can still build trust and keep your supporters connected. For one, you have to lean into the principles of EEAT in all of your digital content creation.

• Experience.
• Expertise.
• Authorativeness.
• Trustworthiness.

So, it’s time to change things up for your marketing.

How to Thrive in the Zero-Click Era

Here are five key ways your nonprofit can adjust to the zero-click era. Again, embracing the idea that many people may never visit your site is essential. So, it's critical to get smarter in your digital marketing.

1. Optimize for Generative Engine Optimization

The first thing to realize is that you’re looking to be the answer. What does that mean? Google AI Overviews is about providing answers with featured snippets. So, make it a point to answer people's questions quickly and upfront.

For instance, for a blog post, get to the point in the first 50 to 100 words. For long-form content, go deep on headers (H2, H3, etc.), use bullet points, and make it easy for AI to crawl your information. On social media, provide direct answers straightaway. An example: “A $25 gift provides a child with clean water for a month.”

2. Lead With One-Liners That Stick

Another essential thing to keep in mind is that people skim content. Rarely do they go through something from top to bottom. But here's a bigger scoop — AI also skims. As a result, it's essential to create bold, attention-grabbing content and one-liners that sum up your message fast.

Consider every piece of content you put out digitally as your elevator pitch. So, make it short, compelling, and simple to understand. Example: "We turn sneaker reuse into love for the planet and global impact." It's short and sweet.

3. Don’t Neglect Your Meta Descriptions

For your website, make sure meta-descriptions include your brand name whenever it makes sense. Sure, titles matter for blogs and pages — even more so than ever. Again, AI is working to provide answers, so think of everything you do as providing an answer.

In your content, ensure that you include (even in metas when appropriate) your brand name, mentions of your mission or impact and clear action language. Again, Google has to be super clear on what you do in every way possible and through every platform you use.

4. Publish Native Content on Google, LinkedIn and YouTube

As you know by now, your website is only one answer to ensuring you see through zero-click content. You have to meet your donors and champions wherever they are.

So, to do that, some quick wins are to ensure your Google profile is complete with your information. If you don't have a LinkedIn page, now's the time to get one and, again, ensure all the information about your organization is completed. Since Google owns YouTube, consider creating short 60-second impact videos for the algorithms and Google’s AI search.

5. Strengthen Your Direct Channels (Email, SMS, Direct Messages)

In a world of zero-click content, building and maintaining relationships is essential. Moreover, as I've mentioned, it's vital to meet your supporters wherever they are, digitally and in person. For your site and emails, give more opportunities to sign up. Make giving simple using QR codes (see Canva’s QR generator) or text-to-give. Also, leverage social direct messages, such as those on Facebook and Instagram. Those are where your supporters are hanging out, and you can control those communications.

Make the First Glance Count

First impressions count, and in a world of zero-click content, you might only get one time at making an impression. But this is an opportunity to amp up your communication. Make it clear, short, and to the point.

Also, don't forget that people and AI love images. So have fun with it and create branded infographics about your work, charts and inspirational photo quotes. Place them on search carousels on social media from which algorithms are pulling content.

And remember, AI is boosting your connection with people. So, embrace the changes!

The preceding content was provided by a contributor unaffiliated with NonProfit PRO. The views expressed within may not directly reflect the thoughts or opinions of the staff of NonProfit PRO.