The ground beneath our digital feet is shifting. If you’ve been relying on traditional search engines as your primary source of web traffic, it’s time for a wake-up call. Recent revelations from tech giants like Apple and Cloudflare paint a clear picture: AI is fundamentally changing how people find information, and it’s drastically reducing the likelihood of them landing directly on your website via a standard search.
The Headlines Speak Volumes:
- Apple’s Eddy Cue revealed a decline in Safari’s Google searches, attributed to the growing use of AI. This signifies a user preference for direct answers from AI, bypassing traditional search results.
- Cloudflare’s CEO highlighted startling ratios of website visits returned in exchange for scraping services: Google (15 to 1), OpenAI (6 months ago 250 to 1 and now 1,500 to 1), and Anthropic (6,000 to 1). Compare this to Google’s 2 to 1 ratio a decade ago, and the message is stark: AI models are summarizing information, providing direct answers, and returning fewer links back to original sources. Imagine instead of watching CNBC, you simply ask what was discussed on CNBC via ChatGPT. Blasphemy!
What This Means for WildApricot Customers (Associations & Nonprofits):
For years, the mantra “build it and they will come” held a certain allure for websites. While never a guaranteed success, it’s less true now than ever. The rise of AI means your website can no longer be the sole, or even primary, hub of your acquisition strategy. Instead, it must become one crucial piece of a much larger, diversified channel approach.
Think of it like this: a smart business diversifies its revenue streams. Similarly, a smart association or nonprofit must diversify its member and donor acquisition sources. Relying heavily on organic search in an AI-dominated landscape is akin to putting all your eggs in one rapidly shrinking basket.
The “Solution” Isn’t More SEO (in the traditional sense):
Trying to “game” AI models or simply doubling down on old SEO tactics will be increasingly ineffective. AI is designed to synthesize information and provide direct answers, often eliminating the need for a user to click through to your site. This isn’t a shot across the bow; it’s an opportunity to redefine your digital presence. Your WildApricot website will continue to be vital, but its role will evolve. It will become the destination for your most engaged supporters, a rich resource for existing members, and a conversion point for those who have already discovered you through other channels.
Actionable Items for WildApricot Users in 2025:
It’s time to branch out and meet your community where they are. Here’s a roadmap for your 2025 channel strategy:
1. Content Diversification & Distribution Beyond Your Website:
- Create AI-Friendly Content: While direct clicks may decrease, AI models still need quality content to summarize. Focus on creating authoritative, well-structured, and concise content that directly answers common questions related to your mission, services, or events. Think FAQs, clear definitions, and data-backed insights. WildApricot’s blog gadget can be a great place for this.
- Embrace Short-Form Video & Visuals: Platforms like TikTok, Instagram Reels, and YouTube Shorts are discovery engines. Create engaging, bite-sized videos that showcase your impact, share member testimonials, or offer quick tips related to your industry. Link these back to specific pages on your WildApricot site for deeper dives or calls to action.
- Leverage Niche Communities & Platforms:
- LinkedIn Groups & Communities: Actively participate in relevant industry groups, sharing your expertise, answering questions, and gently directing people to your WildApricot site for specific resources or membership details.
- Facebook Groups & Forums: Cultivate a strong presence in community-specific Facebook groups where your target audience congregates.
- Podcasts: Consider launching your own podcast or being a guest on relevant industry podcasts to share your organization’s story and mission.
- Email Marketing Renaissance: Your email list becomes an even more invaluable direct communication channel. Invest in strong segmentation and personalized email campaigns through WildApricot’s email features to nurture leads, engage members, and solicit donations. Offer exclusive content, early bird access to events, or member-only resources to drive sign-ups.
- Partner and Collaborate:
- Industry Associations: Partner with complementary organizations to cross-promote content, webinars, and events.
- Local Businesses: Collaborate with local businesses for events, sponsorships, or shared marketing initiatives that expose your organization to new audiences.
- Influencers (Micro & Macro): Identify individuals who align with your mission and have an engaged following. Work with them to share your story or promote your initiatives.
2. Optimize Your WildApricot Site for Conversion, Not Just Discovery:
- Crystal Clear Value Proposition: When someone does land on your site, make it immediately obvious what your organization does, who it serves, and the value it provides.
- Seamless User Experience: Ensure your WildApricot site is mobile-friendly, loads quickly, and has intuitive navigation. A frustrating user experience will lead to quick exits, regardless of how they found you.
- Strong Calls to Action (CTAs): Every page should have a clear, compelling CTA. Whether it’s “Become a Member,” “Donate Now,” “Register for Our Event,” or “Download Our Report,” make it easy for visitors to take the next step.
- Personalized Content (Leverage WildApricot’s features): Use WildApricot’s membership data to deliver personalized content and experiences for logged-in members. This strengthens engagement and reinforces the value of their membership. Think member-only resources, personalized dashboards, or targeted event recommendations. NewPath is designing a “Fundraising for WildApricot” add on that will use AI to target and extend your membership base!
- Optimize Donation and Membership Forms: Ensure your forms are streamlined, secure, and user-friendly. A complicated or lengthy form can be a major conversion killer.
3. Data-Driven Decision Making:
- Beyond Website Analytics: While Google Analytics remains important for your WildApricot site, expand your data tracking to include engagement metrics on social media, email open rates, podcast downloads, and partner referral traffic.
- A/B Test Everything: Experiment with different content formats, channel strategies, and calls to action. Use the data to refine your approach and optimize for impact.
Your Website’s New Role:
Instead of your website doing all the heavy lifting, think of it as a vital destination for:
- Deep engagement: Providing in-depth resources, member directories, and event information.
- Conversion: Facilitating membership sign-ups, donations, and event registrations.
- Community hub: Serving as a central point for existing members to connect and access benefits.
- Authority building: Showcasing your organization’s expertise, impact, and trustworthiness.
The search landscape is indeed changing, but it’s not a threat to your WildApricot website’s existence. It’s an invitation to innovate, diversify, and truly connect with your audience across multiple touchpoints. By embracing a multi-channel acquisition strategy, associations and nonprofits can not only survive but thrive in this evolving digital world, ensuring their mission continues to reach and resonate with those who need it most.
What’s your 2025 channel strategy? The time to build it is now.
