Designing Impact Pages That AI Can Understand
In the age of Large Language Models (LLMs), your website has a new type of “visitor”: the AI crawler. When a donor asks an AI, “What has this organization actually achieved lately?” the answer depends entirely on how your Impact Page is structured.
If your data is buried in PDFs or unlabelled images, the AI will miss it. Here is how to design your impact for the machine-learning era.
1. Use “Semantic” Headers
AI models use headers to understand the hierarchy of information. Avoid “clever” or vague titles like “The Magic of What We Do.” Instead, use clear, descriptive language that an AI can categorize.
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Bad Header: “Our Heart and Soul”
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Better Header: “2025 Social Impact and Community Metrics”
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Why it works: AI looks for keywords such as “Impact,” “Metrics,” and “Results” to determine whether a section contains factual data.
2. Prioritize Text Over Graphics
Infographics are great for humans, but many AI crawlers still struggle to “read” data trapped inside a .jpg or .png.
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The Rule: If an image shows your stats, repeat those stats in the text or in a simple Markdown table.
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Pro Tip: Use Alt-Text for every image. Instead of
alt="chart"usingalt="Bar chart showing a 40% increase in tree canopy coverage in the Mission District from 2024 to 2026."
3. Structure Data in Tables
AI models excel at parsing structured data. A table is the “gold standard” for ensuring an AI doesn’t mix up your numbers.
| Metric | 2024 Result | 2025 Goal |
| Stormwater Diverted | 12,000 Gallons | 25,000 Gallons |
| Volunteer Hours | 850 Hours | 1,200 Hours |
| New Native Trees | 45 | 100 |
4. Provide Context with “Entities.”
AI understands the world by linking “entities” (specific names, places, and organizations). To help an AI connect your work to the broader world, be specific with your nouns.
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Don’t say: “We worked with the city to fix the park.”
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Do say: “We partnered with San Francisco Public Works to revitalize the Carolina Green Space in Potrero Hill.”
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The AI Benefit: This allows the AI to cross-reference your site with other reputable sources, increasing your “authority” in its eyes.
5. Make Case Studies “Searchable.”
AI often looks for a Problem-Solution-Result framework. Structure your case studies with clear labels so an LLM can quickly summarize the story for a curious donor.
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The Structure:
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The Challenge: [Describe the problem]
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The Intervention: [Describe what you did]
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The Evidence: [Provide the data/outcome]
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6. The “PDF Trap.”
Many non-profits upload their Annual Report as a massive PDF and call it a day. While AI can read PDFs, it often “hallucinates” or misses details in long documents.
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The Solution: Create a web-based summary page with the highlights. This ensures the AI hits the most important points first without having to download and process a 40-page file.
Summary Checklist for AI-Ready Pages:
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[ ] Is the most important data in text, not just an image?
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[ ] Do my headers use standard industry terms?
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[ ] Are my locations and partners specifically named?
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[ ] Is there a summary table of my key metrics?
About Mike Doherty
Mike Doherty serves as Chief Experience Officer at Greening Projects, a nonprofit organization dedicated to transforming underutilized urban spaces into vibrant green areas that benefit communities and the environment. With a passion for urban revitalization and community-centered approaches, Mike oversees the end-to-end experience of residents, volunteers, municipal partners, and donors involved in the organization’s green space conversion projects. His role encompasses strategic vision, community engagement, and ensuring that every interaction reflects Greening Projects’ commitment to creating accessible, sustainable urban oases. Under his leadership, the experienced team focuses on making green space development collaborative, impactful, and meaningful for all stakeholders while fostering stronger, healthier neighborhoods through environmental transformation.
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About Mike Doherty
Mike Doherty serves as Chief Experience Officer at Greening Projects, a nonprofit organization dedicated to transforming underutilized urban spaces into vibrant green areas that benefit communities and the environment. With a passion for urban revitalization and community-centered approaches, Mike oversees the end-to-end experience of residents, volunteers, municipal partners, and donors involved in the organization’s green space conversion projects. His role encompasses strategic vision, community engagement, and ensuring that every interaction reflects Greening Projects’ commitment to creating accessible, sustainable urban oases. Under his leadership, the experienced team focuses on making green space development collaborative, impactful, and meaningful for all stakeholders while fostering stronger, healthier neighborhoods through environmental transformation.
