Smarter Content, Less Effort: How Nonprofits Can Harness Generative AI for Their Websites

Why Generative AI Matters for Nonprofits 

Generative AI tools like ChatGPT, Claude, and Microsoft Copilot can help lighten the load by assisting with writing, editing, structuring, and even visual design.

As we said, generative AI is a powerful tool, but with great power comes great responsibility, especially when it comes to data privacy, accuracy, and bias. The key is learning how to work with AI as a collaborative tool while maintaining the human touch that makes nonprofit storytelling so impactful.  

The Reality Check: What Generative AI Can and Cannot Do 

AI excels at:

• Generating initial drafts and overcoming writer's block
• Restructuring existing content for different audiences
• Creating multiple variations of the same message
• Helping with SEO optimization and keyword integration
• Brainstorming creative angles for familiar topics

AI needs human oversight for:

• Fact-checking and accuracy verification
• Ensuring cultural sensitivity and appropriate tone
• Adding personal stories and authentic experiences
• Strategic decision-making about messaging priorities
• Final quality control and brand alignment 

Beyond Just Writing: Creative Use Cases to Optimize Your Web Content  

Build Structured Content Systems

Create reusable content blocks that maintain consistency while saving time. For example, develop templated approaches for:

• Testimonial frameworks: Generate questions that elicit powerful stories, then use AI to help structure responses into compelling narratives
• Call-to-action variations: Create multiple versions of donation appeals, volunteer recruitment messages, and event invitations to test what resonates
• Program description templates: Establish a consistent format for describing services that can be easily adapted across different webpages  

Refactor Long-Form Content for Digital Consumption

That comprehensive annual report gathering digital dust? AI can help transform it into:

• Scannable content: Break down complex reports and impact data into digestible sections that’s more aligned with how people interact with web content  
• SEO-friendly web pages: Format dense content using headings and keywords that make your content more easily discoverable and easier to read  
• Accessible language: Adjust more technical language into a narrative that’s at an accessible reading level (We always recommend middle school reading level for the web.)  

Retool Underperforming Pages with Data-Driven Insights

Use your website analytics to inform AI prompts for strategic improvements:

• High-bounce-rate pages: "Here's a page where 80% of visitors leave within 10 seconds. The goal is [X]. Current content includes [paste content]. How can we restructure this to better engage visitors and guide them toward [specific action]?"
• Low-converting donation pages: Analyze what's missing and ask AI to suggest improvements based on nonprofit fundraising best practices
• Confusing navigation: Get help creating clearer menu structures and page hierarchies 

Edit and Optimize with Precision

Proofreading takes time and skill, and AI is very good at it. Leave the copy edits to AI so you can focus on ensuring your content is mission-aligned and on-brand. AI can help optimize content by:  

• Editing: Proofread exactly what you have or ask AI to review from an editor’s standpoint to make suggestions for improved clarity and flow.  
• Suggesting more concise copy: Take verbose language and revise to clear and concise variations that are more easily understood  
• Audience-specific adaptations: Take one piece of content and adapt it for different stakeholder groups (donors, volunteers, beneficiaries, board members) 

Prompting With Purpose - The CARE Framework

The difference between mediocre AI output and genuinely helpful content lies in how you communicate with these tools. The CARE Framework provides a systematic approach to writing effective prompts:

Context: Setting the Stage

AI only knows what you tell it about your organization. Provide essential background, such as:

• "We're a 15-year-old food bank serving rural communities in three counties"
• "Our primary donors are local businesses and faith communities"
• "We've served over 50,000 families and have 200 regular volunteers"
• "Our biggest challenge is explaining how food insecurity affects working families" 

Ask: Being Specific About Deliverables 

Vague requests yield vague results. Instead of "write about our programs," try:

• "Create a 300-word program description for our after-school tutoring program that would work on our 'Services' page, emphasizing outcomes and what makes us different from other tutoring programs"
• "Draft three different calls-to-action to donate, focusing on our recent expansion and the increased community need" 

Rules: Establishing Parameters 

Set clear guidelines for tone, style, and technical requirements:

• Tone: "Conversational but professional, avoiding jargon, with a hopeful and empowering voice"
• Style: "Use active voice, short paragraphs, and include one specific statistic or story"
• Reading level: "Accessible to high school graduates, avoiding complex terminology"
• Accessibility: "Include suggestions for alt text if recommending images"
• Length: "Between 150-200 words with clear subheadings" 

Examples: Providing On-Brand Samples 

Show AND tell. Include samples of content you love:

• Paste your best-performing social media posts
• Share excerpts from grant proposals that were funded
• Include testimonials that capture your ideal tone
• Provide examples of headlines or calls-to-action that convert well 

Making Prompting a Conversation

Think of prompting as having a conversation with a colleague. The more context, feedback, and clarification you provide, the better the AI can respond:

Follow-up refinement after your initial prompt: Be as specific as possible. Respond with what is working from their response, and clearly describe what isn’t working and why. The more detailed you can be with your feedback, the stronger the output will be.  

Assigning Personas for Better Results

One of AI's most powerful features is its ability to adopt different perspectives and writing styles. Instead of getting generic output, assign specific personas that match your content needs. Here are some prompt examples:

The Grant Writer Persona: "Write as an experienced nonprofit grant writer who excels at connecting program activities to measurable outcomes. Focus on impact metrics and evidence-based approaches."

The Social Media Manager Persona: "Adopt the voice of a social media professional who understands nonprofit storytelling. Create content that's engaging but not overly promotional, with natural calls-to-action."

The Board Communications Specialist: "Write as someone who regularly communicates with nonprofit board members. Use professional language that demonstrates organizational competence while remaining accessible."

The Community Outreach Coordinator: "Take on the perspective of someone who works directly with program participants. Focus on real experiences and community-centered language." 

Best Practices for Ethical and Effective Use

Many organizations are figuring out how to approach using AI tool and provide guidance to their teams. The major areas we recommend teams discuss and align on are:  

• Organizational Use Cases
• Agreeing to Maintain Human Oversight, including Fact-Checking and Reviewing for Bias  
• How to Protect Sensitive Data When Using AI  

Recommended Tools for Nonprofits

ChatGPT (OpenAI)

Best for: General content creation, brainstorming, and versatile writing tasks  
Nonprofit perks: Offers discounted rates for qualifying organizations  
Strengths: Large knowledge base, creative problem-solving, multiple language support 

Considerations: Free version has limitations; requires careful prompting for best results

Microsoft Copilot

Best for: Organizations already using Microsoft 365, collaborative work  
Nonprofit perks: Often included in existing Microsoft nonprofit licenses  
Strengths: Enterprise-grade security, integration with familiar tools, team collaboration features  
Considerations: Works best within Microsoft ecosystem

Claude (Anthropic)

Best for: Handling large documents, ethical AI considerations, complex analysis Nonprofit perks: Strong focus on AI safety and responsible use  
Strengths: Can process entire documents, thoughtful about sensitive topics, excellent at following detailed instructions  
Considerations: Newer platform, smaller user community for troubleshooting

Canva Magic Tools

Best for: Visual content creation, social media graphics, simple design tasks  
Nonprofit perks: Canva Pro free for qualifying nonprofits, including AI features  
Strengths: User-friendly interface, templates designed for nonprofits, integrated workflow from text to visuals  
Considerations: AI features are newer, best for simpler design tasks

When used thoughtfully and ethically, AI can help your team work smarter, not harder, creating space for the relationship-building and strategic thinking that only humans can provide.

Ready to get started? Pick one piece of content you've been putting off, open up an AI tool, and begin the conversation. Your future self (and your overflowing to-do list) will thank you!

Looking for more in-depth support for your organization’s digital strategy? Get in touch with our Chief Digital Officer, Marcus Iannozzi, to learn more about our services or schedule a consultation.