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Isa Hasty on Jun 11, 2025 3:13:15 PM
Search is evolving fast, and it’s not just about Google rankings anymore. With AI-generated answers, automated ads, and in-app search gaining traction, nonprofits need new ways to stay visible and relevant.
This week, we’re diving into how the future of search is reshaping content, advertising, and discoverability, and what you can do to stay ahead of the curve.
The take-home template
Digital ads aren’t just for shoes or vacations anymore. From retargeting to geofencing, nonprofits are using smart ad strategies to grow awareness, boost attendance, and bring in serious donations without draining your budget. This resource shares real nonprofit ad creatives, campaign ideas, and messaging tips to inspire your next campaign.
Snackable snippets
Search is no longer about CTRs 📖
In Some Personal News, Tobes Kelly breaks down how search is shifting from keywords and rankings to concepts, context, and model-generated answers. For nonprofits, that means it’s no longer enough to rank—you need to teach, connect, and become part of the answer.
Why your best content is invisible to AI search engines 📖
Content that isn’t structured for AI may be getting skipped entirely, according to this article from Search Engine Land. As search shifts from clickable links to direct answers, nonprofits need to rethink how they frame, format, and distribute content to stay visible, especially in AI-powered results.
TikTok leans on AI, search in bid to advertisers 📖
Search isn’t just for Google anymore. At its annual summit, TikTok unveiled AI-enhanced search capabilities that help users find content and brands more quickly, opening new doors for nonprofits to be discovered by the next generation of supporters.
Meta aims to fully automate advertising with AI by 2026 📖
Meta is planning to fully automate its ad system with AI by 2026, aiming to let brands simply set a goal, budget, and audience, then let the platform do the rest. Nonprofits: Get ready for a future that may be less about manual ad setup and more about smart inputs and creative testing.
For your inspiration folder
Guiding Light cut ad costs by 73% by leaning into their own story. Without much donor data to work with, they turned to Feathr to help target and test messaging that reflected their real voice and values. By replacing agency-created content with mission-driven stories, they saw more meaningful results with far less spend.