The way people use Google is changing… again. And this time, it’s likely to affect how your charity or non-profit is found online.
We’ve already seen AI Overviews appearing at the top of some search results. Now, Google is rolling out something even more significant: AI Mode.
It’s currently available in the US but expected in the UK very soon. And when it lands, it’s likely to have a bigger impact on search behaviour than any algorithm update we’ve seen before.
So, what is Google AI Mode, and why does it matter to organisations in the third sector?
What is Google AI Mode?
Google’s new AI Mode allows users to ask complex, multi-part questions and receive detailed answers, instantly. The responses are generated by AI, but crucially, they include a few source links beneath the response. These links (up to three of them) are the only citations users see unless they choose to explore further.
There’s also an experimental audio overview, which is whole different kettle of fish – voice search has been around for about a decade (Alexa, Siri, Google Assistant, etc) but was never good enough to change mass behaviour… once it gets good enough, which it could with better AI, we may see a massive behaviour change in the way people search for information, and that could wipe-out SERPs in many situations entirely… but that’s a matter for another post
In practical terms, this means Google is no longer just ranking your website. Instead, it’s using AI to summarise answers and cite just a few sources. If your content isn’t cited, it’s as if it doesn’t exist.
This isn’t speculation. Early data from the US shows significant drops in organic traffic, particularly for organisations that rely on being discoverable for advice, support, or services. If your charity provides information, guidance, or crisis support, this change matters.
Why AI Mode matters for charities and non-profits
Charities, especially those in healthcare, mental health, financial advice, or safeguarding, are often a first port of call for people looking for help. Many visitors arrive via Google with urgent, emotionally charged searches. But AI Mode changes the nature of that journey.
Users may now receive a full, AI-generated answer on the search page itself, without ever visiting your website. Worse, they may receive an answer citing other sources (potentially less accurate, less supportive, or even commercial) simply because those pages are structured in a way that’s easier for Google’s AI to summarise.
In other words, being the most helpful organisation may no longer be enough. You need to be the most summarisable (if that’s a word).
What can you do about it?
This isn’t about gaming the system. It’s about structuring your content to help both people and machines understand what you offer, especially in moments that matter.
Here’s a practical framework to help your organisation stay visible:
1. Structure content for AI-friendly reading
Google’s AI doesn’t read your site like a person. It pulls short, coherent passages that answer specific questions.
So, make sure your pages include:
- H1 for the main title, obviously (this should be a default anyway).
- Clear H2 subheadings that align with real questions your audience might ask
- Short paragraphs (2-5 lines)
- Bullet points or Q&A blocks where appropriate
- Definitions of key terms and phrases
Every section should make sense on its own. Imagine someone skim-reading your page and seeing 100 words out of context – would they still understand what the page is about?
2. Rewrite your page introductions
The opening lines of your pages may be pulled into AI summaries, so make them count.
Avoid vague introductions or waffle. Start with clear, factual summaries of what the page is about, who it helps, and how.
For example:
“[Charity Name] provides free, confidential support for people experiencing anxiety, depression, or emotional distress, available 24/7 via phone, webchat, or email.”
3. Break longer pages into self-contained sections
AI Mode doesn’t rank whole pages – it looks for passages. It’s like someone skim-reading your content.
To make that work for you:
- Use descriptive subheadings (e.g. “What to do if you’re struggling to cope”)
- Include FAQs with real questions (e.g. “Can I speak to someone anonymously?”)
- Consider adding comparison data, tables or checklists if relevant.
Basically, think in succinct blocks, so each part of the page is able to stand alone in an answer.
4. Think like a source, not a search result
Instead of aiming to rank for broad keywords, consider what kinds of content AI Mode is likely to cite.
Useful formats include:
- Step-by-step guides
- Definitions of key terms
- Lists of options (e.g. “Ways to get support for [issue]”)
- Comparative content (e.g. “What’s the difference between counselling and therapy?”)
If you can make use of those types of format, you have a better chance of getting shown in AI Mode & AI Overviews.
5. Strengthen your authority signals (EEAT)
Google’s AI wants to cite trustworthy sources. This is especially true in “sensitive” topics like healthcare, finance, safety & security that many third-sector organisations address. In sensitive topics, Google looks for signals that demonstrate experience, expertise, authority and trust.
Nonprofits can demonstrate that by:
- Adding clear author or organisation bios to pages
- showing accreditations & certifications
- Using schema markup (for FAQs, organisations, and authors)
- Linking to sources for author/organisation accreditation, and to authoritative sources (e.g. NHS, Mind, Samaritans)
- Keeping your content accurate, up-to-date, and clearly attributed
Basically, “trust me, bro” or “don’t you know who I am” isn;t going to cut it – you need to back-up your content with sources.
6. Monitor what changes
When AI Mode arrives, you may see a drop in Google traffic, even if your content hasn’t changed.
Keep an eye on:
- Search Console performance (especially impressions vs clicks)
- Queries you’re ranking for
- Pages getting fewer visits than expected / previous periods
- New traffic sources (e.g. AI tools referring traffic without a label)
Google added AI Mode to Search Console data but not in the most helpful way. You may need to rethink how you measure visibility. If you’re content is getting shown (impressions) could that mean that you’re achieving your mission? Or do you really need that click to your site?
7. Add context for citations
At the end of key information pages, consider adding a short summary that makes it easier for Google to cite you:
“This page was written by [Charity Name], a UK organisation providing [service] to [audience]. For more information, visit [link].”
It’s a small thing, but it can help clarify who you are, and why you’re a trustworthy source.
Final thoughts
Google’s AI Mode will change how people search, again. We’ve been here before – several times – so don’t panic. It’s not necessarily a bad thing, but it does mean you’ll need to adapt to ensure people find charities like yours.
For organisations in the third sector, especially those working in health, mental health, and crisis response, this is a moment to reassess how your content is structured, how you’re cited, and how discoverable your support really is.
We’ll be exploring Crisis UX and AI visibility in more depth over the coming months. But for now, a simple rule applies:
If your content can’t be cited by AI, it may not be seen at all.
That’s worth taking seriously, because the people who need you most are still searching.