AI Trends
Someone may have already asked ChatGPT about a ministry like yours, and ChatGPT may have decided which names to consider before it looked anything up.
Recent analysis found that ChatGPT often includes brand names in the search queries it creates for itself. If a non-profit organization is not already associated with its category, location, or area of expertise, its website may never enter into consideration.
Even when AI tools do search the web, they don’t rely exclusively on information from an organization’s website. Directories, partner websites, news coverage, and other third-party sources can all influence the answer. In other words, an outdated bio or forgotten listing may be describing your ministry on your behalf.
Why This Matters
For years, digital visibility largely meant ranking well enough for someone to find and visit your website. AI search changes that path.
Now, people can receive a summary without ever seeing your website, and that summary may be shaped by information you don’t control. SEO still matters, but so does the wider digital footprint connecting your ministry with its mission and work.
And because AI sources and recommendations can change quickly, this is not a one-time cleanup project. Accurate, consistent information across the web is becoming part of basic brand stewardship.
Next Steps
Start with a visibility check:
- Search for your ministry by name in ChatGPT, Claude, Gemini, etc.
- Ask broader questions someone might use to discover an organization like yours without mentioning a name
- Review your About, Programs, and FAQ pages to ensure they contain correct and informative answers
- Check prominent directories and partner websites for outdated information
You can’t control every source AI uses, but you can make sure the sources within reach are updated and factual.
What does AI currently understand (or misunderstand) about your organization?
Shauna Goodison
Director of Communications | shauna@eaglecom.ca