Gifted
Would proactive funders find you on ChatGPT?
‘Trusts and Foundations’, and ‘digital marketing’ are words you'd rarely put together. But Konna Beeson, Senior Fundraising Consultant at Gifted, explains why charities may need to think differently.
You wouldn't be on your own in wondering what digital marketing practices have to do with securing funding from Trusts and Foundations. We know that building relationships is usually top of the list when it comes to attracting and maintaining Trust support. The idea that something as impersonal as automated algorithms might increase your visibility and success rates with proactive funders seems unthinkable.
Answer Engine Optimisation (AEO) is the new buzzword
But, it’s worth asking yourself, how many times in the last year have you gone to ChatGPT or another AI tool to ask it a question instead of Google? Something that was unheard of a few years ago. Previously, you might have asked Google, ‘what are the best headphones under £300?’ You’d then browse various webpages - usually the top 3 - because they ranked highest on Google, thanks to better SEO.
Well, that’s changing far quicker than many of us realise. AEO (Answer Engine Optimisation) is the new buzzword and involves writing content in a way that makes it more likely to be ranked/visible by platforms like ChatGPT. These AI tools want clear, concise answers from authoritative sources so it can use them conversationally. Similar, but distinct from SEO, it means AEO is fast becoming a must-have for any charity hoping to increase visibility.
The advantages of AEO for proactive funders
As more Trusts and Foundations adopt a proactive approach to finding charities, we can expect them to be regularly using tools like ChatGPT. For example, a question like ‘Who are the best children's charities in the South-West?’ can be put to an AI platform and quickly bounce back with a pretty reliable answer that will kick start the research process. For the majority of funders who are under-resourced, it would be illogical not to use these tools.
Making sure your charity is seen and heard by funders
By investing time in developing your website’s AEO with a Trusts mindset, you can help ensure your charity is featured when funders use ChatGPT to research the best, most relevant charities that fit their criteria. Without being visible, and given the rise in invite-only funders, your pipeline will likely shrink, and opportunities will get missed, especially if you’re a smaller charity.
Don't believe me? Well maybe take a look at Gifted’s latest Trusts Insights Survey, where we asked how many charities secured grants from invite-only funders. Several fundraisers said they were discovered by funders using ChatGPT, (and that's just the ones who knew how they were found).
In the Corporate Sector, Forbes makes a similar point, arguing, “if you think SEO is just about stuffing your website with keywords, you're in for a rude awakening. The rise of AEO means businesses must focus on providing direct answers to users' questions rather than just throwing a bunch of buzzwords at the wall and seeing what sticks.”
Where to from here?
Digital marketing has been increasingly important to invest in across the charity sector but less so within Trusts and Foundations. In our view, that’s no longer the case and charities who don't factor this in will miss out on countless opportunities by 2030. So, it’s worth doing your homework and skilling up. Below are some useful links to resources that can guide you in creating better AEO and greater Trust and Foundation success rates.
Get in touch
If you’d like to know more about how Gifted can help with your Trusts & Foundations strategy, or you’re interested in learning more about our other fundraising services, get in touch. Ask for a no-obligations, exploratory conversation with one of our Directors.