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Nonprofit Radio for April 20, 2026: AI For The Rest Of Us & Your AI Acceptable Use Policy

 

Allison McMillan: AI For The Rest Of Us

Our coverage of the 2026 Nonprofit Technology Conference continues with Allison McMillan’s survey of these Artificial Intelligence tools: Claude, Gemini, Perplexity, and Suno. She reviews their use cases; the differences between them; their limitations; and, pitfalls. Allison is CEO of Tavlin Consulting.

 

 

Eric Molho: Your AI Acceptable Use Policy

Eric Molho, founder of Bon Partners, explains what belongs in your Artificial Intelligence acceptable use policy. As you and your AI tools learn iteratively from each other, evolving your policy and culture, you need guardrails around data protection; transparency; accuracy; ethics; and, sustainability.

 

 

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Welcome to Tony Martignetti Nonprofit Radio, big nonprofit ideas for the other 95%. I’m your aptly named host and the pod father of your favorite Hebdonadal podcast. Oh, I’m glad you’re with us. I’d suffer the effects of gingival hyperplasia if I had to chew on the idea that you missed this week’s show. Here’s our associate producer, Kate, to tell us what’s going on. Hey Tony, we’ve got AI for the rest of us. Our coverage of the 2026 nonprofit Technology conference continues with Allison McMillan’s survey of these AI tools, Claude, Gemini, Perplexity, and Suno. She reviews their use cases, the differences between them, their limitations, and pitfalls. Allison is CEO of Tavelin Consulting. Then Your AI acceptable use policy. Eric Mulho, founder of Bond Partners, explains what belongs in your AI acceptable use policy. As you and your AI tools learn iteratively from each other, evolving your policy and culture, you need guardrails around data protection, transparency, accuracy, ethics, and sustainability. On Tony’s take too. My updated book title. Here is AI for the rest of us. Welcome back to Tony Martignetti nonprofit radio coverage of the 2026 nonprofit Technology Conference right here in Detroit, Michigan. My guest for this session is Alison McMillan. Alison is CEO at Tavelin Consulting. Alison McMillan, welcome to Nonprofit Radio. Hello, thanks for having me. It’s a pleasure. Your subject is AI for the rest of us, a nonprofit professional’s guide to getting started. Give us a 30,000 ft overview of the topic, please. Yeah, I think right now, I mean, obviously AI is a super hot topic. Um, there are lots and lots of sessions about AI, how to use it, um, how to adopt it, but I feel like until you get really hands-on with the tools and understand different tools, their use cases, etc. it’s really hard to get to that aha moment or to get to that moment where you’re like, oh yes, I see where and how this can be useful and so. AI for the rest of us is really an introduction into what LLMs are, what, um, what the different tools are. We do sort of a survey of a handful of different tools and then it’s really getting hands-on with them so that you have that practice. You can compare and contrast tools and you can really get deeper into which tools you might want to actually adopt, um, become a power user of or use more once they go back home. Alright, cool. Thank you. And we’ve got plenty of time to dive into that. So why don’t we begin with our survey of tools? How, how should we approach this? Do you want just one by one? Should I throw them out, chat, anthropic, Claude? What, you, you know them. Um, yeah, up to, I mean, I can go through, uh, the ones that I went over in the session. Um, so we started with Claude. Um, we just spent a couple of minutes on, on cloud. Well, I guess we started with, um, what I feel like are the best ways to even think about how to get started with using AI tools. Cause oftentimes, um, people, they see all these really interesting super complex use cases through. You know, social media or different people talking to them and they think that they should start there and that feels like a really hard place to get to quickly, um, and so what I recommend is that folks start with, uh, one of three things either what are they still Googling, um, so instead of going to a search engine, go to an AI tool. Um, where do they get analysis paralysis, right? Where is it like I have so many things to compare. I don’t have the time to go deep into each of these and I feel like I need to make a decision, but I can’t and I’ve been sitting in this like need to make a decision space for too long. Um, or third, the third is what are the places where you don’t feel like it’s A good use of your time, right? Where you’re sitting there going, why am I spending the next hour doing this? There’s so many other ways that I could and should be using my time right now. Um, so those are really the three places that people can, that I recommend that folks get started using AIs and using AI and experimenting with these tools entry points. Yes, exactly. Exactly, exactly. Um, so yeah, so then we started with Claude, um, and yeah, so, and Claude is the one that I feel like, um, most folks in this audience have probably played around with at least a little bit, um, but Claude Claude is the anthropic tool. Yes, um, and Claude is, uh, really good for sort of general questions for, you know, a, a chat tool. Um, one of the things that we talked about that I like to recommend is projects which are, um, specific spaces that you can set up that have where you can give it a knowledge base so you can give it a whole lot of background information that it can then pull into. Any answers that you’re looking for, um, so we talked a little bit about projects and how to set them up, um, they’re similar to Gemini gems or, um, custom GPTs in in chat GPT, um, and so that’s Claude and then folks got a few minutes to, um, grab an idea, work together in small groups or in pairs, and really experiment and get hands on with the with the tool. Now what are some tips about setting up Claude? That that you shared we don’t want to be shortchanging nonprofit radio listeners here since we didn’t have the value of sitting in the session. What are some of your setup tips? Yeah, um, my setup tips are cloud is actually really easy to get actually all of these tools are really easy to get started with and so we don’t actually spend a ton of time on. Set up because there are so many different tutorials and things that talk about setup that you could spend such a long time in that configuration space without actually getting your hands onto the keyboard and and typing in prompts and being like, OK, if this happens, what’s what answer do I get back? What does it look like? Um, so again, I talk a lot about uh projects as like a really good space to and you can have many projects. So there is on cloud um in the top left corner. Oh this is a loud. Yes, it’s a cloud option, yes, to choose projects and then so when you choose a project, you can create a project. So let’s say I have a project on um for social media, right? I wanted to write LinkedIn posts. What I could do is I could then give a knowledge base to that project of Um, LinkedIn posts that I like, ones that I think are well-formatted, um, maybe ideas of LinkedIn post, um, formulas, blog posts, a couple of blog posts about LinkedIn posts that went viral, right? Things like that. And then whenever I want to write a LinkedIn post, I go into that specific project and I have the chat within that project. Because it has all of that context and knowledge already built in. And so one of the things that people talk about a lot is, you know, I ask AI to write an email for me or to write a LinkedIn post and it doesn’t sound like me at all or it just it doesn’t, it doesn’t land, it doesn’t feel right. Um, and so projects are really a great way to train so that you spend significantly less time editing. One of the other tips on LinkedIn or or a blog. Exactly, exactly. Um, and one of the things that I suggest is early on as you’re training that project, as you’re doing that, let’s say that you’re writing a, writing a LinkedIn post or writing a blog post or even writing a newsletter, right? That that’s Top section of a newsletter. You can co-create so um Claude can give you something and you can say, I like the second sentence, I don’t like the opening, the whole second paragraph has to change. Give me something that’s a little bit more this flavor or that flavor. It’ll give you something new. You can go back and forth with Claude in that way and then what I usually do is at the end. I say great. What did you learn about me, my organization, my style and my tone through this co-authoring of this post? Turn that into an artifact or into a document and then you can add that document also into your project knowledge base so it will pull all that information in the future. Oh, so asking it to analyze itself. What did you what did you learn about me, and then use that. Yes, because then it says like oh this is the kind of you like you use fun to or you’re very like business or this is uh for donor communication. It always has this kind of angle or you always end with the CTA like it will come up with all of the um all of the specifics about you based on that back and forth when you said don’t like this, like this, don’t like this, like this. Alright, alright, cool. Alright, it’s Claude. Claude, let’s uh what what should we, should we talk about next? Um, yeah, so then we talked about Gemini. Um, this is the Google one. Um, yes, and so, uh, Gemini is interesting because I think that Gemini lagged behind for quite some time. It was not a go to option in terms of these AI tools. You heard a lot about Claude and Chachi BT and not so much about Gemini for a long time. Um, and then Gemini really sort of like sped ahead and and leapfrogged, I think Cha GPT, um, not quite cloud, but it actually became a very, a very good tool. Uh, the other thing is that with Gemini, so Gemini itself you use similarly to how you would use cloud. There’s that chat functionality, they have gems which are similar to projects. Um, they also So have scheduled actions which I think are the easiest sort of agent-like setup to set up where basically you give it, you say, uh, you know, I, I want to know this thing um and please run it once a week. Uh, I have an out of the box one running right now which is um everyday it sends me something interesting that happened in. on this day. Um, you know, so and that’s an out of the box one that that actually Gemini offers. Um, so it comes with, uh, scheduled actions, gems, and then Gemini which you which you use like a chat functionality. Um, but the other interesting piece is that it comes with when you pay for Gemini, you also automatically get Notebook LM and Nano Banana. So, Notebook LM is really good banana. I know you’re gonna explain what the hell that means. OK. Um, Notebook LM is really good for lots of like larger research reports or basically Notebook LM does a variety of things. One of the most common use cases for it are um when people need to summarize notes or big reports, they’ll put it into Notebook LM. Um, and they have an audio overview button and it will turn it into a podcast for you. Um, so if you enjoy podcasts and listening to conversations and it’s a little bit more engaging for you, um, it will turn into a podcast that you can then listen to. equivalent to podcast, of course. It goes without saying, but I say it anyway. It won’t be that. You’ll, you’ll, uh, you’ll suffer, you know, a, a lesser, lesser engaged, uh, well, you might, you might have a better host. You’ll have a better host, but the, the guest experience is not gonna be the same. But if you have like a 30 page report and you’re like, OK, I just like I just need a summary of this, right? Instead of reading it through, right? It makes it more, more interesting, more engaging. Right, exactly. Um, so it does that. It also, um, I know actually a lot of students that use it. There’s a flashcard option so you can turn, let’s say like a study guide or material into flashcards. Um, so I know a number of students that use it in uh in that way as well. Um, so yeah, so that is what that’s what Notebook LM is and then Nano Banana. Is, um, Google’s image generation tool, uh, and it’s sort of widely regarded as the best image generation tool out there right now. Um, so and you can enable it from the Gemini chat if you say create an image, it will automatically use nano banana as what it’s using to create that image, um, or you can select, there’s like a dropdown and you can specifically select the, the tool nano banana to to use for image generation. Um, and yeah, so and then people got hands-on and there are a lot of, uh, there are a lot of images created which are which are fun but Nano Bananas is very good at when you describe an image, um, or sometimes what I recommended also is you can put in a newsletter or a communication that you want to go out, um, and you can say create for me. Image that would go along with this email, that would go along with this newsletter, etc. Um, and it will, you know, read the information, figure out and at least give you a first draft. You can also tell its styles like in watercolor style, in a sketch style, and realistic animation, in photograph, whatever. Um, and so yeah, so those are those are some of the uses for for Gemini chat? Um, no, I actually, I did not cover Chachi PT because I don’t find that it’s, um, I don’t find it’s as good as a lot of the other tools at the moment. Um, and so, and I find that a lot of people have, uh, some experience with it and so I like to get them sort of like digging into and diving into into other tools. Um, before we go to another tool, I wanna take a little digression. Ask you what uh Tvelinn Consulting is. What is that? It’s T A V L I N Tveli, what is that? Yeah, um so my consultancy is about helping people communicate more effectively. I have a software engineering background and a non-profit background and I’ve held executive leadership positions in both worlds. And so a lot of what I do um is facilitate workshops, trainings and conversations that Sort of bridge that technical and non-technical and and help people come together. So Tevlinn is actually a Hebrew word for like a spice mixture, um, and so that’s what I’m always doing is, you know, one spice is fine, but a spice mixture together, right? All those different flavors, all those different people and things coming together, um, you know, it just elevates everything and elevates. Uh, what it can be and, and the way that it’s used in Hebrew, um, is very often there’s like different tavli, there’s, there’s different tevlinns, there’s different spice mixtures, and I like to think about that also as companies and organizations that no two are exactly the same, right? Even if it’s like a little more paprika or a little more, exactly, exactly, um, and so yeah, so, so that’s what tabine means. OK, cool, thank you. Alright, well let’s go to another tool. I like distinguishing these tools. Yes, we have 2 more tools left. Um, so next we covered perplexity. Uh, so perplexity is really used a lot for research and statistics. Um, you know, what people often find and, and something that AI often gets knocked on is these hallucinations, right? Which, which are real, which are true, that if you ask for a study or statistics, um, you know, some of these other tools will, will make things up and will hallucinate and even if you. Say, OK, where are you citing that statistic from? You know, give me a link to the study, it will, it will give you a link and if you click on it, it’s like oops, that doesn’t actually exist. Um, which is a big race cause it then creates more work to actually like get the get the statistic, chase it down, make sure it’s real, etc. So that is not so much the case with perplexity. Um, perplex. gives you the list of of sources cited sources. It also for each statistic, um, it will tell you how many sources or how many places it’s cited in, um, which really gives you as a user the chance to say, OK, that one looks really reputable, that one not so reputable, right? So you get to choose which statistics you, you pull in or maybe there’s a popular report that can that then. Gets cited in uh McKinsey and Forbes and all these different places, you can see that and so you can say OK this is like a very legitimate study, a very legitimate statistic that I wanna pull in for a donor communication for uh training that you’re doing for conference talks, you know, I often use it in in blog posts to, you know, support some of the um some of the things that I’m talking about so. Um, yeah, so perplexity is great for for those research and statistics. Statistics, it’s more trustworthy than the others. Exactly, exactly. The other big difference that I always say is, um, you know, perplexity is, uh, It’s like it’s very much like a scient, like it’s very scientific. So in Gemini or Claude, um, if you ask it a question, usually it ends with, you know, gives you information and then usually it ends with what would you, would you like me to create a slide deck for you? Would you like me to do this, right? It’ll it’ll sort of guide you into your next step. Perplexity is a little bit more like I gave you the answers. These are the answers. We’re done now. So it doesn’t so much guide you anywhere else. It’s a great tool and I also think it’s very like people use it specifically for research and statistics and so, you know, it’s like it’s it’s personality. I like to think about some AI’s as like what their what their personalities are, um, so the perplexity of personality. It is very much like I have given you the information and now we’re and I hope you’re not snarky and I like to keep that to humans but uh you have it. I just yeah it’s done. We’re done we’re done together. Exactly. Um, so yeah, and perplexity is um it’s it’s great on a free model. It also has a has a pro model and and they run. A number of different specials. Um, so you can often get a year of Perplexity Pro free through a variety of different avenues. Um, so I always recommend that folks sort of like Google around or check around to see what the offerings are, um, because it’s uh you, you can often get extended, uh, time period to use it, to use the pro version. And you got a 4th 1? Yes, the 4th 1 is the most fun. It’s called Suno. Um, S U N O and Suno is Song Generation. Uh, so I use Suno a lot for, um, background music, for like, you know, or introduction music for a virtual meeting. Um, I use it often as, you know, sort of like a, like an icebreaker or you know, it’s just it’s um it’s a platform that it just puts a smile on people’s face. If we have a Zoom together, is there gonna be welcome music? Uh, do you do that for all your Zooms? No, not all, not all of my zooms, but yeah, if I’m doing an all hands or like a larger, yeah, exactly. Exactly, exactly. Sometimes I’ll also do like a thank you song for certain cause it really and it’s very, very simple like you can just put in the example that I gave to this group um was the prompt that I put in was uh an upbeat. Um, an upbeat tempo, a song for non-profit professionals describing all of the different hats that they have to wear in an upbeat tempo. And it comes up with, you know, a multi-minute song that has lyrics that, you know, are generally sort of entertaining, um, and so it’s just a fun one to to play with and to kind of have in your back pocket. Um, because sometimes, you know, you just need that morale boost. You need a little bit of, you need a little bit of fun to come in. I’m not a software engineer and nonprofit consultant and music and lyrics you don’t claim that. Good. Alright, straightforward, honestly at uh at uh. Yeah, yeah, so those are the 4 tools that we walk through, um, and then, uh, we walk through, um, I always get asked about how, especially nonprofits, especially folks with limited budgets, how they should pick a tool, uh, because there’s so much out there again, there’s so much out there, there’s different things that can be used for different specific circumstances and situations. Um, so for that, I, I talk about it a little bit like AI tools at supermarkets, um, where you, you always have your go to supermarket, right? The one that you know how all the aisles are laid out that it basically has everything you need. I’m picturing, I know where the bananas are. Yeah, you probably have even like a specific time or times during the week that that you go, right? So you might Like know a cashier, a couple of cashiers. Right? It’s it’s the place that you sort of like have invested in that you know really really well. Exactly. Exactly. And then there are other supermarkets that you go to for specific purposes, right? You might go to um Trader Joe’s when you want to stock up on really good snacks or to uh you know, HMt when you want more variety of different sort of sauces. Noodles or etc. right? And those might be um supermarkets that you don’t go to as often, right? Maybe you go once a month, maybe you go once every couple of months and you go, you go for very specific purposes. And so I think about AI tools in the same way that think about your use cases and who’s gonna use it. Is it gonna be one staff member? Is it gonna be multiple staff members? What are they going to be using it for? What are the use cases? And then pick one tool, pay for that tool, go. I like train that to really make it sort of know your people, your business, like you know, established projects or gems, whatever you’re gonna do like spend spend the time there. And then the other ones, you know, all of these you can pay for month by month. So the other ones, you know, for the month that you need it, pay, pay for a pay for a pro version, pay for a paid version for a month and then and then discontinue it and you know, go back down to the to the free version. Um, cause those can sort of, can you can toggle them up and down easily. Uh, so I sort of think about it as like the supermarket metaphor. Um, you talk about the limitations, pitfalls around, uh. Introducing AI getting started. Yeah, um, yes, I talk about, um, a couple of things related to limitations and pitfalls. Um, one is being aware of when you’re using a free version versus a paid version. There are differences in the quality of the output, um, there are differences in if the models are training right or using the data that you’re. Putting in to to train their model more more broadly, more widely, right? What proprietary information you put into um into a free version of of an AI is definitely something to be very aware of. Um, so that’s one. The second thing that I talk about a lot is compliance. Um, so a lot of these AI tools, uh, I always recommend that folks Try to investigate if the tool that they’re using. This is especially with note-takers cause I feel like there are so many note-takers coming out. People are always asking about about note-takers particularly. Um, there is a compliance called SOC 2 Type 2, which is basically an independent audit that a company has to get that shows that they handle your data and the data in a in a specific fashion. Um, and so it just provides a little bit more security, but it can be time, like it can take a lot of time to get uh SOC2 compliance and it is expensive for companies and so some of the newer, newer, newer tools don’t necessarily have that. They don’t have a trust center, they don’t have all of that sort of thought through and figured out. So, um, I always like to say you should always be aware of what the security protocols are, um, for the tools that for the tools that you’re that you’re using. Um, the third is, uh, just to have a, well, the third is around hallucinations. They are real, so just always make sure that you’re checking your sources and making sure that you’re not pulling in information that you’re not certain is, is real and true. Um, and lastly, I always recommend that folks put some sort of AI policy in place. It might change a dozen times over the next year. Given the pace at which AI is accelerating, but just a little bit about what’s the acceptable use and understanding of, you know, risks and how you intend to manage those risks and a little bit about oversight if you intend to have any oversight. It doesn’t have to be long. You can actually have AI generate a first draft of a policy for you. Um, but I always recommend because you’ll have in uh in any Team, you’ll have this spectrum, you’ll have this range of folks that are like really really hesitant and haven’t touched it at all. And you’ll have folks that are early adopters and they’re jumping into a ton of different tools and really trying to connect everything together, etc. And you want everyone to be on the same page about what’s OK to do and what’s not OK to do in this moment for, for them and for your organization. Let’s pull a little more on the thread about um you know, your own data protection. Making sure that you’re, as, as you’re uploading content, it’s not being used for general consumption and learning of, of any of these models. How do we make sure that that’s. Not the case. Yeah, I, I think um almost the on all the paid on all the free versions, I believe it’s that’s just part of um there is no way to sort of guard against that. Um, that’s why I always recommend, you know, I know that uh companies don’t have endless dollars but it is good to sort of pick a tool and pay for it. Um, and then in all the pay. tools. Right, right, um, and then all the paid for tools there there is a way to toggle off, um, some places hide it more than others, um, but there is in settings, uh, a way to to toggle off so that that, uh, so your materials can’t be used to to train sort of larger, larger models. Um, you just have to find the setting. OK, but it’s worth looking for. Yes, because if you wanna get close to one of these models, you’re gonna be giving it some. Some proprietary data. That uh you may not want released. Yeah, yeah, exactly. I also often tell people that, um, you know, you can often get what you want out of AI without having to put as much proprietary information as you think you do into the system, right? And so it’s worth thinking about, you know, I think it’s easy to be like, OK, I have this the spreadsheet, I’m just gonna put it in and do X, Y, and Z, um, but I think it’s always worth. Thinking about, OK, for this task that I’m doing with this AI tool, what is the outcome? And I have this spreadsheet. Do I, do I need all the columns? Can the people just be numbers? Do I need first and last names? Like to, you know, it often is just a couple of extra minutes of thought and really thinking about what what’s the outcome that I’m trying to To get to and then you can often get to a place where you actually don’t have to put a lot of proprietary or sometimes any proprietary information into the system, um, in order to in order to get the result that you want. That’s good advice. It’s worth thinking. What do you need? What’s the purpose here? Right? Like example, do I need first and last name? Do I need any names at all? Alright, right, exactly. So Alison, um, I don’t know, share something else that, uh, we haven’t talked about yet that, uh, you talked about in your session or, or some questions, maybe, uh, some questions that stuck with you from your session. Yeah, um, I think the, the last thing that we talked about in the session was I gave a few, uh, sort of my top, um, tips and tricks, uh, and so. A couple of them are, um, I, when I’m learning something new when I’m trying to get ramped up on something really quickly, um, I will sort of give the A tool the concept and I’ll say, explain this to me like I’m 5 and then explain it to me like I’m 10 and explain it to me like I’m a new college grad and then explain it to me like I’m a professional with 25 years of deep experience in this area. Um, and it’s a really great way to just get really. Deep into like into a topic very quickly and understand the jargon and and at what level different people operate. Um, so that’s that’s one that I really like, um. I often will use I am as a if I’m trying to write like whether I’m a client or a consumer or whatever, I’ll sort of give AI that whatever persona I’m trying to send a message to or connect with, right? So I am, you know, a non-profit executive director um with a team that has Varied adoption uses. I really want them to adopt X tool. What plan would you recommend, uh, for us to, to go or even, you know, I’m on a team, I’m in a nonprofit. My executive director wants me to be using AI more. I don’t really want to, um, you know, what, what plan might work for for me if it’s the, you know, executive director sort of trying to put this plan together. who said, you know, he uses his prompts you are actually the Backstreet Boys. You are, you know, I don’t know the song but he does. You are does it make a difference you are where I am? OK. Um, I uh I also tell people um that sometimes you just have to close the chat and open a new one. Um, sort of like, you know, with any technology, sometimes you just have to turn it off and wait 5 seconds and turn it on again. Um, so with AI like if you sometimes it can just go in the wrong direction and then once it has that context and it’s sort of traveling in in that path, it can be really hard to do a reverse direction or to be sort of like no no no, this is like nowhere near what I what I want. Um, and so sometimes just closing that chat and starting fresh is really the the best way to go and will uh limit your frustration level. OK, OK. Yeah, so that’s a good one. these are Allison’s tips and tricks. Yeah, yeah, tips. Go ahead. Um, I’m trying to think which other ones there are, um. That Yeah, I think those are the, I think those are the, the top ones. Those are really good, um, really good go tos to to think about. So just leave us with some uh inspiration for, for, for uh for the rest of us. Yes, um, I think some inspiration is, um, AI tools are. Rapidly improving, um, month by month. I, I also say like folks that tried it 6 months ago or a year ago and said. This is, this was all hype. I don’t understand why everybody’s talking about this. Should try the tools again, um, because they are getting, getting better and better all the time. Uh, and again, like your, your adoption, your usage, you don’t have to use the most complex scenario. You don’t have to use what the AI master and whatever post has said and you know, tying these eight tools. Together and doing those sorts of things. Um, it’s really great to just start somewhere and get yourself to that first what I call either like an aha moment or even like a, oh, that’s interesting, uh, moment and then go from there. All right. Allison McMillan, CEO at Tvelen Consulting. Tavlen, the, uh, the spice, you know, the spice, the spice hybrid, the spice mixture, bringing it all together. I love seeing women in uh software engineering too or any engineering, so where’d you do your degree in software engineering? Um, I don’t have a software engineering degree. Uh, I have a political science degree and then had a start up, taught myself how to code, um, yes, yes, before, before boot camps were a thing, before, yes, uh, you know, 15 years ago, um, and then moved into, moved into software development and then. You know, software engineering leadership, uh, worked at companies like GitHub, um, so yeah, it’s my, my path has been a windy one, but no, no computer science degree here. Alright, that’s OK. I still love seeing women in engineering in any of the sciences. Alright, Alison McMillan, thank you very much. Thank you and thank you for being with Tony Martignetti nonprofit radio coverage of the 2026 nonprofit technology conference. It’s time for Tony’s take 2. Thank you, Kate. My book title is lengthy, but very, uh, it’s precise. You’re gonna, you’re gonna know exactly what the book is about and, uh, See that my Personality, uh, emerges in the book through the title that I want you to see that from the title. I had a really long title, but I ran into. A constraint at, uh, Amazon. They only allow 200 characters for the book title and the subtitle. If, and your book goes nowhere these days, if you don’t publish through print through Amazon, not publish. I’m self-publishing. They’re not a publisher, they’re a printer. If you don’t sell, that’s what I, they’re a bookseller really, and a printer, of course. If you don’t sell your book through Amazon, you don’t get very far. So, their constraint pretty much sets the tone for The, the book titles, uh, in the, in the, in the world. So here is the new book title. Planned giving accelerated. The cut through the shit, no nonsense, practical, step by step guide to start legacy giving fundraising at your small to mid-size nonprofit simply in one week with bequests. Now, that, that happens to be exactly 200 characters, including spaces. They’re very precise about that, includes, because the space is a character, but they’re, they’re, they say it explicitly. So I used to have, uh, it was finally some plan giving accelerated. Finally, someone wrote a cut through the shit, no-nonsense practical. But I had to cut out, uh, finally someone wrote A, but I like the plan giving accelerated, the cut through the shit, no nonsense practical step by step guide, etc. etc. I like the. It’s not, there’s not one among many. How many, how many cut through the shit, no nonsense practical step by step guides to start legacy giving fundraising at your small to mid-size nonprofit simply in one week with, with bequests? Could there be? There, there could only be one. That’s this one. The, the. So. Sometimes constraints lead to uh more precision, because you gotta, you gotta tighten it up, you know, you cut out the flab, so. Um, so that was, that, that actually is an advantage. I like that. The cut through the shit, no-nonsense, practical step by step guide to start legacy giving, fundraising at your small to mid-size nonprofit simply in one week with bequests. Now, I used to have, following that, a, uh, a parenthetical in the title. The title may be longer than the book. Did you need a nap? That was in the title. Now that, it can’t be in the title anymore because I, I hit this Amazon, uh, 200 character constraint. But, But It can still be on the book cover. It’s just not part of the title. You can cram and squeeze as much as you want onto a book cover. It just can’t all be part of the title. So that’s what I’m gonna do. So we’re not losing. I am not surrendering. The title may be longer than the book. Did you need a nap? I think that’s important. I think it’s, uh, it sets the tone, you know, this is, uh, this is not gonna be a, uh, an academic type text. It’s not gonna be your, uh, your average, uh, journal, journal type tech, uh, text. This is a, uh, This is a book you’re gonna have some fun with, so. Just wanted to keep you apprised of the latest developments, uh, that’s a significant one because it’s the title. Again, Planned Giving accelerated, the cut through the shit, no nonsense, practical step by step guide to start legacy giving fundraising at your small to mid-size nonprofit simply in one week with bequests. And then, of course, the title may be longer than the book. Did you need a nap? But that’s not officially in the title. But that is Tony’s take 2. Kate, I like how you said you are not surrendering to Amazon’s character count. Limit. You are not surrendering, no surrendering here as the no surrender. No reset. Absolutely. It, it came out better. It came out better. I’ll be honest, I’ll probably just type into my Amazon Planned giving accelerated by Tony Martignetti, but your title does sound very, very special. And very larger than life, like I know you are. Oh, thank you. All right. I’m glad you didn’t say sounds very interesting. I, I, I was afraid you were gonna say, oh, it sounds very interesting, which is kind of dull. No, sounds special. Thank you. Thank you very much. I think it is, and we’re sticking with it. We’ve got bou butt loads more time. Here is your AI acceptable use policy. Welcome back to Tony Martignetti nonprofit radio coverage of 26 NTC, the 2026 nonprofit Technology Conference in Detroit. My guest now is Eric Mulho. Eric is founder of Bond Partners. Eric’s topic is step by step creating your nonprofit’s AI acceptable use policy. Eric, welcome to nonprofit Radio. Thanks for having me, Tony. It’s a pleasure. Is this your first, uh, NTC together or NTC I should say, not yeah. It’s a great conference. This is our 12th coming up. Yeah, that’s exciting. It’s been wonderful so far. And we’ll be at number 13 in Portland next year. Just give us an overview of the topic before before we dive into some detail. Yeah, yeah, so. Uh, there are two things I’m trying to, uh, really address here with this topic. The first, uh, obviously is this whole notion of the acceptable use policy. So we know everybody is using AI, right? Like I was just scanning some of the, uh, you, you’ve probably been talking a lot about it every day, right? Um, but a lot of organizations haven’t yet caught up in terms of their policies and in terms of providing people with guidance and guardrails and direction about how we use this as an organization. And some organizations may not even be aware that some of their staff are using some of these free tools and uh perhaps doing some of their work leveraging AI and may or may not be doing that in the way that we want them to so um the first thing that I’m gonna be talking about is actually some of those policies that I think organizations need to be thinking about. The broader issue that I’ve that I’m hoping to talk about is just how we build the culture within an organization. Uh, around usage of AI so that we are, um, really embracing it so that we’re talking about it so that we are leveraging the expertise that we have in the organization itself as we start down this journey. Very good, thank you. Um, so let’s, uh, dive into these topics. Both the uh sorry. There we go, um, as I unclip a little microphone, so, um. Yeah, your policy and also a culture, a culture. All right, so we could take them in that order. Let’s, sure, let’s talk about what, what belongs in your policy. Yeah, yeah, what, what belong, what are the key pieces? Well, there are, there are quite a few aspects that people need to be thinking about. Um, what I’m gonna focus on today is trying to, to bring that down to a manageable number of things. The first thing that most people probably think about when they’re thinking about policy. Is protecting your data, right? We nonprofits are using all sorts of data that they need to be thoughtful of when they’re, uh, using some of these AI tools. So that may be your donor data, that may be client information, it could be grant information, whatever it is you’ve got stuff out there that you have to provide some. Guidance to your team as to what they can do and what they can’t do. In other words, AI is a fantastic tool for segmenting your donor data or taking a look at donor trends or trying to understand when and how gifts are coming in, but we can’t do that just by doing a, a download of our Salesforce information and. Chugging everything up into chat GPT and saying tell me what the answer is. So we have to have some rules in place around our data to make sure that people understand what is personally identifiable information, what our tools and processes are for gaining approval, and when we’re gonna use some of that, um, whatever that looks like, we’ve got a lot of data that we have to be thoughtful of, which is one piece of that. Uh, another piece is, uh, transparency, thinking about when are we disclosing, when are we talking about, uh, AI. And this comes about, you know, in very simple aspects, right? Many of us use, uh, AI meeting note takers or we use, um, uh, record meetings or record information and then we’re leveraging AI to help us maybe generate notes or whatever it might be. Uh, we probably as an organization need to be clear as to when we’re using this, when we aren’t, when we’re telling people we’re using it, when we aren’t telling people we’re using it. Um, another area that we, uh, uh, that, that, uh, I think is, is valuable for folks to be, to be aware of, um, is of course accuracy. So data make AI tools make mistakes. They have hallucinations. They make stuff up, um. What’s our process? What’s our, uh, approach to making sure that we aren’t feeding up wrong information, incorrect information within the organization? Many organizations probably need to have some sort of formalized two-proofing, two-person proofing process or another set of eyes taking a look at outputs and, and the results that people are generating when they’re moving forward. There are ethical and sustainability concerns, so you know I’ve worked with organizations that are environmentally conscious. I’ve worked with other organizations that are really focused on content creators. Well, those organizations may have very, uh, distinct rules and may have very distinct policies that they wanna develop that match their values and match their mission because AI has a particular. Role to play in some of those areas so lots of aspects to uh to consider. OK, so these are elements of our our acceptable use policy exactly and and the key is to start the conversation, right? The key is that we want to engage our staff and we wanna give our staff again kind of the rules of the road so they don’t get into trouble and we’re not getting into trouble as an organization. What’s your advice around the uh the. The accuracy part of that, ensuring accuracy. You mentioned, you know, to human, maybe to human review. What, what else, what else can we have in place because. That that is a risk that a huge risk. Well, these are all huge, but that’s the one that puts a lot of people, I think, off, off AI or will only, they’ll only adopt AI for the most mundane tasks, right, right. Well, we, uh, first of all, we can, we can, when we are doing our prompts and I’m thinking here, I, we should probably make a distinction here. There’s AI is a massive topic. I am talking. Generally speaking about the large language models, the generative AI that we are using through a chat GBT, a cloud, uh, a co-pilot, something along those lines. Many of us have used these tools. There are lots of different ways that they are embedded in other software and in other programs, but generally speaking, uh, I’m, I’m gonna focus on that area. One of the things we can do is, as we’re working with the AI tools and as we are prompting them. Uh, we can say show your work. Um what, what’s your source for this data? Where are you getting this information from? And actually clicking on the link that it tells us. So making sure that we are as an individual when we’re getting some quote of data or or information fed back to us, um, we can take a look at that information as an organization then we can also have policies and procedures in place in terms of how we are fact checking and how we are proofing this. This may be a new policy. Or a new way that we go about work, but before something goes out on email, before it goes out in our annual report or in our fundraising appeal, do we have somebody who hasn’t, who isn’t the writer, uh, having eyeballs on that and highlighting, hey, you mentioned this fact here, tell me where it came from, how did you come about doing that? So there are things both technologically and within our processes that we can do to make sure that people are, are protecting themselves. How about the transparency you mentioned, you know, there may be use cases where you’re not. Revealing that that you used uh that you used artificial intelligence. Well, I mean that could be something as mundane as you know, write me an email and and obviously the person reviews the email. Are there other cases where it’s not necessary or or where you where you actually. Have an obligation to disclose that you have used one of the one of the tools. I think it’s very important, uh, the example I mentioned, I do think it’s very important when we have meetings and recordings and that kind of information that we are disclosing that you mentioned meeting notes, yeah, transcribers. I do a ton of interviews in my practice and so the start of every conversation is, hey, wanted to call your attention to the fact that I’ve got my note taker in the room. Is that OK with you and make sure that we are disclosing that. Um, within organizations, I think I, I want us to disclose the use of AI, um, to build that culture piece, right? I want people, I, in my perfect world, more people within the organization would say, hey, I, I’m working with AI to help me solve this problem. Uh, what do you think about this result? Or, um, I looked at the data, then I went to AI, then I refined it. Here’s my final work product. So that we are creating a culture within the organization that says these are valuable tools that we all need to be using and we all need to be learning from. I think particularly, and, and I’m seeing less of this, but I think there is a little bit of this that’s still, uh, that was still the case when a lot of these tools were launched in 2022. A lot of fear, a lot of, of, oh my goodness, this is cheating, oh my goodness, this is, uh, gonna. Are gonna take jobs and all of that and I think we’ve got to really turn that on its head and we’ve got to, to share with one another how we can be more effective, how we can be more efficient, how we can be more productive when we’re leveraging these tools so that it becomes again a tool, not, not, not replacing somebody or not replacing the critical human element, but one of the, the tools we use in the same way that we. Might say, hey, I took your data, uh, this is the analysis I did in Excel. What do you think? Does this look accurate? We need to get to a place where we’re also saying those and disclosing that this is one of the, the valuable ways that we’re accomplishing our work and that will both send a signal that this is OK, this is how we do things, and hopefully it will help us learn. One of the things that I, one of the reasons I love doing these presentations. Is invariably at some point in the presentation it’s like well how are you using these tools and I continue to be blown out of the water like people are doing crazy wonderful things with these tools and the more we begin to be exposed to how people are leveraging them, the more we can look at our own work and say, oh, I wonder if you could help me with this. What are some crazy things? Uh, I’ve heard people talk about how they’ve leveraged AI to, um, uh, uh. With dialects of language that it is actually more effective to be able to say hey we’re working with this particular population from from Guatemala or something like that that may have uh some distinct dialects and and the AI tool is pretty darn accurate in terms of translation um I had uh one of the examples, not to steal my own thunder for tomorrow, but one of the examples I use I was nobody’s gonna hear this before tomorrow. Oh all right, all right, that’s good we’re not that fast. Um, one of the examples I use is a, uh, um. Food, uh, food shelf, and they do a lot of, uh, Meals on Wheels. It’s one of their programs. They do multiple programs. Um, they realized they’re, they were spending a ton of time. Answering questions from folks. When’s my meal gonna get here? Who’s my driver? What time should I expect them? Like a lot of manual phone calls, uh, coming in. They’re developing an app with AI now that would be like DoorDash that says to these folks, Hey, your meal left our warehouse. Julie is your driver. She should be there between 11 and 11:30. I’m like, how cool is that? Like just amazing stuff that people could come up with. OK, yeah, yep, yep. Uh, uh, so, uh, on the, let’s move from the policy to the culture, um, I mean, folks may be using this and you don’t even know, correct, um, so they’re, you know, they’re certainly not adhering to any policy because you don’t even know that they’re doing it. That, that’s the worst case, that’s probably that is worse than nobody even adopting it. I think so. I think that’s bad on both ends. Well, I’d rather, wait, I guess it’s the lesser of two evils. I’d rather if I was the CEO, I’d rather nobody be using it than people be using it rogue, and, and we don’t know and they’re not disclosing it because we don’t know and we don’t know what they’re doing with it. So I’d I’d rather the former, but they’re in today’s world, they’re both setting you behind. OK. So a culture, a culture around. The adoption of and and responsible use of these large language tools. What, what that’s a very broad. Well, that’s why, that’s why I’m consulting an expert. It’s a very broad question for somebody who thinks about these things. Yeah, I, I, a lot of it we’ve been is the theme that I’ve been mentioning, uh, moving forward is, is I think, um, it’s very valuable for senior leadership to be able to disseminate out to the organization. We’re gonna use these tools. We see value in them. Uh, we see value in you too. We’re not gonna use these tools to, to get you out of a job, but we see value in these tools and so we’re gonna use them. Uh, we need to communicate out to people and we have rules about how to use them, right? Like any tool, they can be used for good, they can be used for evil. So we’re gonna use them for good. And this is the way we’re gonna protect our client data. This is the way we’re gonna protect our, our donor data, etc. and this, these are some, this is some guidance that you can have as an employee, as somebody who’s working or a volunteer, um, in order to, in order to use the tools effectively. So first of all we have to say that we’re going to use them. I think secondly, as I alluded to earlier, I think we want to create a culture within our organizations where we’re learning iteratively, right? And that’s, that’s what this whole process has been what that’s what AI is all about, right? We’re constantly throwing prompts back and forth to the tools to say, OK, now do it this way, think about it this way, reframe it this way. I think we want that within our organization where people are, how are you using it? Oh, I’m using it for this that sounds interesting. Did you get good results? Didn’t you? I tried this prompt. I tried phrasing it this way, um, and leveraging our own learning so that we’re moving the work forward. I like your analogy of learning from each other the way, the way we want the tool to learn from us. Yeah, exactly, exactly. There are experts. I would, there are probably experts in any whether you’ve got 8 people in your organization, 80 or 800. There are already people who are pretty far down this rabbit hole who are experts in in in one of these tools, and we need to leverage that. We need to take advantage of their learning and and what they, what they’ve discovered. So we need leadership buy-in for this. AI culture creation, how do we, uh, I don’t know, do we need to make the case? I don’t know, maybe, maybe there’s some CEOs that, well. They, they may see the value, but they also may be fearful of, uh, the transparency, the accuracy, the ethics, the environmental sustainability. So how do we make the case that the, the benefits are gonna outweigh the, the, the costs and concerns of the CEO? You know, one of the things, one of the little cheats I have as a consultant is when I, when I’m in doubt as to how I answer somebody, I’m like, it always comes back to the mission, which is true. It always comes back to the mission. Nobody got into this work because they wanna run spreadsheets for their whole life. Well, maybe a few finance people did, but most of the people who are in nonprofit work, most of the people who are here at this conference today got into this work because they’re passionate about the work that they’re doing, because of the mission that they’re doing. So I would say to a CEO, to an executive director, you’ve got this amazing mission to accomplish, and you don’t have nearly enough people and you don’t have nearly enough money. To get everything done that you wanna get done and now we have this transformative technology, this amazing AI tool that we’re all exploring and we’re all on this journey that can help you to become more efficient, more effective, that can leverage your the talent that you have brought on to your, uh, organization to achieve your mission. So I would frame, you know, this conversation around the culture. I would always bring it back to the mission and say we have the capacity. Uh, to help more folks or to achieve more of whatever it is we’re trying to achieve, um, when we are leveraging these tools to create internal efficiencies to help us think differently, to help us troubleshoot in new ways, so I think it’s, it’s, uh, it, it’s that big picture that the CEO is or the executive director is really responsible for disseminating out. I think what’s also important on the culture piece, especially this intersection of acceptable use and the culture piece, um. Is that we not get lost in the lawyers and HR and IT, right? These are tools to help people get work done. And so, uh, in the organization. We want the focus to be on getting the work done, getting it done effectively, getting it done, uh, ethically, getting it done within our values. Our IT partners help us to make sure we’re, we’re keeping it safe, to help us understand that we’ve got consistent tools that people aren’t going rogue on us, our HR and our lawyer folks. Help us make sure again that we’re not violating policies that we’re not violating uh laws but the big picture mission, what are we trying to accomplish that’s what we need to keep our eyes on and the policies and the the the conversations that we’re having have to serve that and as we’re focusing on big picture and having this conversation with the leadership, you know, we, we may identify maybe small things we can begin with. Absolutely. Uh, I had a guest call them, you know, pilots. Let’s, let’s test. Let’s, let’s see, hopefully it’s gonna be successful. The test is gonna the, uh, H0 is gonna be proven that this does in fact work to the benefit of the mission. So we can start in small, the small steps to bring leadership along. Absolutely. And I think we can start in small steps, um, you know, both in, both in that literal sense of like pilot. Projects or someone, what you know what would happen if, uh, we, we rethought our email campaign or we did a deep dive in our email campaign leveraging AI and trying to make that more effective and more efficient. Great pilot project we could go and run with that, but it’s also small steps in, in terms of, you know, an executive director who’s at this conference goes to a ton of sessions. What can they do next Monday? What can they do in 3 days? Well, why don’t you gather together the folks. Who are already using the tools. Let’s hear how they’re using it. Let’s, let’s, let’s just have a lunch and learn and figure out where people are at. Let’s take some small steps. We don’t have to hire a trainer or a consultant. Let’s, let’s all gather together in the conference room and say, hey, how are you using these tools? Where are you finding value? Where are they wasting your time? Where are they adding value to what you’re trying to do? So the small steps is both, you know, the literal, uh, how do we launch a project or how do we do a pilot, but it’s also on the culture side. How do we open this conversation. Uh, to make sure that we understand where people are at, who should be jumping back to the policy because we’re talking about the team meeting with the team, who should be contributing to the policy. Yeah, I think, uh, uh, obviously there’s some subject matter experts, you know, if you have a, a larger organization where you’ve actually got maybe HR and development and IT you would probably want all those folks in there. If you’re a small shop, um, you may be able to develop and leverage a policy within. Uh, you know, by leveraging one or two people within the organization, leveraging AI as a tool to help you develop the policy, we’ll be talking about that. And one of the, uh, you know, one of the assets that most small organizations have that I don’t always think they take a great advantage of. Your board members, your, your board, every single person on your board is going through this exact same conversation in their organization, and they have expertise to share as well. Um, I, what I wouldn’t do, uh, personally, what I wouldn’t do is just call the lawyer and say we need a policy. Um, I think you wanna take a look at how. People are using this. I think you wanna take a look at the existing policies you already have in place. You probably have a data protection policy already in place. We may just need to modify it or we may need to clarify or do some training with the staff that says, OK, here’s our policy. Here’s how it applies to A to AI. Um, but I don’t think we wanna just make this, uh, uh, uh, a legalistic conversation. There’s a role to be played there. My brother’s a lawyer. I’m pro-laws, but, uh, but, but, but, but we don’t want that to be the focus. We want the focus to again come back to the work that people are doing to achieve the mission. You mentioned using AI to create the AI acceptable use policy. What are you gonna say about that? I think it’s a great starting point. I think this is. Uh, this is, you know, you think about any policy. I don’t care what it is. You wanna revamp your data use policies. A lot of executive directors might spend 4 hours searching the web, going to other like similar organizations. They might call their, uh, executive director friends, they might call a lawyer, they might, you know, gather 5 different drafts and then cobble together their own new tool. That’s not an uncommon way of developing a new policy. Well, why not craft a great prompt and start there. 30 seconds of, uh, of work and you’ve got maybe 80% of it in place. Take a look at that, circulate that with the team, and then when you’re, when you’re at a place where you’re like, yeah, I think this is it, then check it over with the lawyers and the board to make sure you’re, you’re in the right place. OK. Start with, uh, you are not a lawyer. Lawyer contributing to a an AI acceptable use policy. You’re you’re not a lawyer. You’re, you’re the marketing, you’re the, the whatever, whatever, whatever fundraising your social media, yeah, whatever. I think the other thing that, that, uh, you know, when you’re starting to develop these policies again where you where AI could be a real benefit in them is, um. The nuance of your values. So in other words, in that prompt, you know, if I were, if I were to prompt Chat GPT to develop a policy for me, I would probably give them a lot of con I would give it a lot of context. I would say I’m an eight person team. Our mission is to do this. Uh, we have really sensitive data from our donors. We have some federal grants, you know, kind of lay out that, and I would say, and here are, here’s our mission and here’s our. Values because I think it’s important and we can create policies that that reflect those values um and that’s part of why every polic every organization needs their own policy because we all uh we all have different values we all have different priorities and we need to make sure those are reflected in the policies. You wanna leave us with something else that uh we haven’t talked about yet that you are going to cover in your session or maybe we a little more detail than than you don’t hold back on nonprofit radio listeners. Yeah, yeah, yeah, yeah, yeah. um, I mean in terms of uh in terms of the content that I’m going to present, one of the uh foundational frameworks that I’m just gonna skirt by but I would recommend as a resource to Uh, to the listeners, it was created a couple of years ago by the folks at fundraising.AI. They have a comprehensive acceptable use policy. It’s got about 11 different elements to it. Um, it includes just about everything you could imagine, um, as, and, and the reason I think it’s so valuable is not that every organization needs 11 pages of content for their acceptable use policy. But it’s a great thought experiment. It kinda walks you through, have you thought about this? Have you thought about that piece? Have you thought about this particular piece? And so, um, I, I often, and it’s included in my presentation, I hold that up as sort of the, this is, this is the full. You know, Cadillac version, this is, this is the high end that you would, that you may someday achieve and then for our session we’re gonna dig into kind of the, the 1st 4 or 5 that you need to tackle. All right, all right, the fundraising. AI, that’s the, the resource, the culture and the uh and the plan. Absolutely. All right. That’s Eric, Eric Mulho, founder at Boon Partners, BON Partners. Eric, thank you very much for sharing. Thanks, Tony. Appreciate it. It’s been my pleasure. And thank you for being with Tony Martignetti nonprofit radio coverage of the 202026 nonprofit Technology conference. Next week, more from 26 NTC with cybersecurity on a shoestring, and disaster recovery and incident response for accidental techies. If you missed any part of this week’s show, I beseech you, find it at Tony Martignetti.com. Our creative producer is Claire Meyerhoff. I’m your associate producer, Kate Martinetti. The show’s social media is by Susan Chavez. Mark Silverman is our web guy, and this music is by Scott Stein. Thank you for that affirmation, Scotty. Be with us next week for nonprofit radio. Big nonprofit ideas for the other 95%. Go out and be great.

Nonprofit Radio for October 6, 2025: Your AI Brand Footprint

 

George Weiner: Your AI Brand Footprint

What is this thing, why should you care and what can you do to improve it? George Weiner returns to acquaint you with his company’s study of how Artificial Intelligence will influence giving in Q4. Then he explains the implications of the research, including that last year’s content strategy is obsolete. He also brings tactics for you and your content to get the recognition you deserve from Google Gemini, ChatGPT and their colleagues. George is Chief Whaler at Whole Whale.

 

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Welcome to Tony Martignetti Nonprofit Radio, big nonprofit ideas for the other 95%. I’m your aptly named host, and I’m the podfather of your favorite hebdominal podcast. Oh, I’m glad you’re with us. I’d suffer the embarrassment of Onicotrophia if you nailed me with the idea that you missed this week’s show. Here’s our associate producer Kate, to give you the highlights. Hey Tony, here’s what’s up. Your AI brand footprint. What is this thing? Why should you care? And what can you do to improve it? George Weiner returns to acquaint you with his company’s study of how artificial intelligence will influence giving in Q4. Then, he explains the implications of the research, including that last year’s content strategy is obsolete. He also brings tactics for you and your content to get the recognition you deserve from Google Gemini, Chat GBT and their colleagues. George is chief whaler at Whole Whale. On Tony’s take 2. Hails from the gym If she can do it. Here is your AI brand footprint. It’s a pleasure to welcome back George Weiner. In 2010, he founded Whole Whale, a top 100 nonprofit focused digital agency supporting analytics, advertising, AI capacity, and digital fundraising. George is chief whaler. He’s also the co-founder of Power Poetry, the largest teen poetry platform in the US, a safe, creative, free home to over 1 million poets, and CTOs for good. A group of tech leaders at nonprofits that delivers social impact primarily through technology and digital strategy. You’ll find whole whale at wholewhale.com. You’ll find George on LinkedIn, where he is very active. Welcome back to nonprofit Radio, George Weiner. I’m, uh, I feel like we haven’t learned a lesson. You keep having me on. I’m honored every time I get the invite. I was like, wow, I didn’t mess this up. Thank you. Yes, no, you, you’re, you’re, you’ve earned a repeat, repeat appearances, absolutely. Um, you know, I, so I was happy to, uh, read the bio that you provided, but I don’t, I don’t think it captures. I don’t, I don’t, it’s not the bio that I would write if I were you, because, you know, you have this enormous tech background that you do go on, the bio does go on, which I did not mention that you were chief technology officer, I believe it was for 7 years at dosomething.org, which is enormous, enormous, turned into the enormous data capturing. And uh uh assistance for activating young folks, that’s enormous, but I would, so that they’re not that that that is to be minimized, but I still don’t feel like this all captures. I mean, you’re, you’re the, you’re a tech guy who understands it, explains it, uh, simply talk about like, I mean, you, you get in the weeds of tech. I mean, you’re like a coder. You write, you write lines of code. I do, I have, I’ve come in and out of it, interestingly, I used to be very actually like in the technical writing code and then I hired people smarter than me to write much better code and then I came in and out a lot of data, analytics, advertising. I love learning, I love understanding and then. Helping nonprofits find the angle, right? Like how do we leverage this thing? I’ve I’ve studied the whole book, just read page 17 and do it this way is what I love kind of getting at and recently I’m very heavy into coding again, but frankly with AI assistance um and and building up calls writer.AI, which is a great customized platform for nonprofits creating, um, creating AI generated content and I do it in as safe a way as possible. Exactly. Uh, yeah, so that’s kind of what I wanted to, uh, I’m glad that you, you mentioned. I wanted to get to a little bit, Cowriter.AI, a proprietary. Whole well created. Is that right? right? Yes, I, yeah, that, that guy, that’s the coding that I was referring to. Maybe you hired smarter coders to do better at it than than your initial cuts, but, uh, which. Nonprofits can use and train. Cautiously on their own, have the, have the model trained cautiously using their own content. Exactly, yeah, for you, not on you in the sense that we build it so that there is a central source of truth that is stored and protected for you that can then be pointed at any model and then custom built prompts and guidance based on what your team needs to do today, and we delete every chat every quarter and pay for carbon offsets on all of the queries uh that are conducted to try to at least approach carbon neutral as. Uh, difficult as that calculation is. Well, I admire the attempt. Um, you’re also a whole well certified B Corp, so you’re, you’re, you’re committed not only to the environment, but also to the, uh, to the causes of, of, of social impact. We’re trying. I think I’m really excited though about the upside of AI while still like having my little Tony voice in the side of my ear being like, Well, but what about, what about like this, it’s gonna steal the content here, it’s gonna cause this, and I feel like this um AI study that caught your eye sort of like really walks down this tiny tightrope of I’m excited, but also I, there is caution to be had for some of the insights we found. OK, we’ll, we’ll get to some of those, but I’m glad that Tony voice, um, accompanies, I’m not gonna say haunts you, accompanies you. The Tony voice accompanies you because I do have my concerns which I’ve, I’ve shared with Beth Kantor and Amy Sample Ward and then you, um, so listeners are acquainted with my. Uh, skepticism, concerns about the, uh, the, the widespread adoption of artificial intelligence and, uh, large language models, so. I’m glad my voice is accompanying you. Yeah, and I like, I like the, the, it’s like respectful challenging too when you come at it. I think there’s some folks that shut down arguments and be like, you’re wrong, I’m right, you’re like, you have this very like clever way of getting in my head on, you know, the edge cases that come up and I’m like, damn it, how am I gonna answer this for uh for for this type of argument and it’s important. OK, thank you. I’m glad. right. Um, the AI brand footprint. Uh, you study? Because uh you’re concerned that uh AI is gonna have an enormous influence over giving decisions in the 4th quarter that we are now in, right? AI. AI’s influence on giving. See, my questions are so you can’t even, where’s the question? The guy talked so long. I, I, where’s the kernel of the question? Yeah, you’re concerned about the, the artificial intelligence’s influence on our millions of giving decisions this, this, these 3 months. It is going to be an unprecedented influence for AI on philanthropy, and that is maybe a hyperbolic way, an excitable way of saying that AI continues to grow in its answering of questions we have. And as that happens, one of the questions that comes up in Q4 is what are the best animal nonprofits I should give to? What are the best ways to support mental health and youth for charities I should donate to? Where should I give for the most effective cancer fundraising efficacy fill in the blank of your cause? Those questions are going to be answered. In the millions of numbers controlling billions of dollars. I thought it was worthwhile to take a quick look at. The data behind that. OK, so you looked at 6 different Large language models. I’ll let you name them. I have them listed here. Oh you want me to name them? No, no, no, I can go through it. It’s like a lot of technical, um, but I know there are some, some geeks among us and so here was our methodology. Um, we looked at 12 different cause areas and then for each of those areas, we chose 10 sort of iterations on the types of questions. A potential donor might make alongside those. OK, the next step is where should we test this? Should you just choose one model in the corner of the room? No, anything worth doing is worth overdoing, as I like to say. So we looked at 6 major models that kind of comprise the landscape as we see it, Gemini, OpenAI, and Tropic, meta Grok just in case, and um, you know. From there and also sorry, perplexity and from there we then literally send requests to all of them multiple times, get their responses back, and then analyze them. There’s a number of reasons for doing this, but on one level, we also have to understand this is a probability. It isn’t like Google search rank where I can definitively say you’re #3, you’re number 1 like. That’s not how this works. It’s like rolling dice each time, but when you roll dice enough times, you get that little nice little bump, the Gaussian distribution of a lot of things here and then out toward the sides less and less. I wanted to understand a bit more about the distribution of nonprofits being recommended in each of those areas across those models. How many flags of jargon am I gonna get thrown at me right now? No, that’s OK. No, you’re all right. Um, I do want to clarify, Gemini is the Google, uh, the Google product, uh, just to make that clear for folks, uh, and Anthropic, uh, is named Claude. I don’t know if folks might know that it’s Claude or Anthropic. OK, the other ones I think people are familiar with X is Grok, etc. um. OK, no, no, you’re OK, jargon jail. I’m, I’m listening. Uh, I’m, I just don’t wanna go to jail too. I’ll let you know. I’ll let you know. All right, so that’s a lot of questions because you 12 cause areas times 10 questions, different iterations of questions times 6. So 12 times 10 times 6 isn’t that something like 720 or so? Different over 700, but more importantly, like we’re talking about millions of words being analyzed by the end of the day because each of those prompts comes back with a bunch of texts that we then have to parse. Uh, and then from there what we did is we have to figure out like, all right, you know, what is the there there in this prompt and we began to go by counting the number of mentions of unique nonprofits as well as sources of influence. What does that mean? It means a lot because who did the AI point to as, who according to whom is this charity? Verified quality of donation. This is how we get to our first action step because there are some very clear, clearly prominently mentioned influencers that because see this is the value, uh, it’s more than, you know what, we’re not even gonna talk about who was the top named mental health cha or or the most common named animal welfare charity. We’re not gonna do that because I don’t think that’s where the value lies. The value lies in recognizing. Now see, I’m trainable, George. I’m trainable. Uh 63, but I’m still trainable. The, I think the value in this study is, is the, the threshold recognition that artificial intelligence is Capturing you, it cares about your work and, and what does, how does it learn about your work? What does it learn about your work? What does it say about your work when people ask either specifically about your charity or generally in your cause area or any other, any other reason you might show up in a, in a, in a search result? AI cares about. AI is paying attention to, and I don’t know, cares about is maybe a little overstatement, but AI is paying attention to you, to your work. OK, so let’s go to our, uh, our, our first, our first real, real takeaway, the influencers. I’ll let you name name the most common influencers that nonprofits have got to be, if they wanna be, if they wanna be thought of well by by these large language models, they need to be. Uh, um, approved by or have high standing with, who were these influencers? Yeah, I, I think this is an interesting way to answer this question is actually to give you a section of one of the responses from one of the prompts from one of the models, and I just want you to consider the implications and the prompt I gave this model, and this was a Gemini model was where to give for animal organizations like it’s kind of disfluent and sort of how I put it together, but where do I give is the central question I asked. And there’s one prompt that came back. It said before donating, always do a little research. Charity watchdog sites, these sites evaluate charities and efficiency and program spending. Charity Navigator, GuideStar, now Canada and BBB Wise Giving. Check their websites for their mission statements and how they use donations, local reputations, and finally, financial efficiency. A good rule of thumb is at least 70% to 80% of their budget should should go directly to program, not administrative costs or fundraising. You’re right. That’s instructive. All right, so that, that’s a pretty, that’s a, that’s quite a good answer. I like that answer. Yeah, I think unpacking it sometimes though is that what you’re hearing are, it is not going to primary source, it is going to evaluation platforms, your charity navigator, your guide star, your BBBY Giving Alliance, those public profiles matter more than ever. They mattered before, but they matter in your mind. You’re like, oh, you know, like a donor’s gonna like do some research and go check it out there, like, no, no, no, no, no, this is being baked in. Up front, before someone even finds you, they’re finding what other people think of you on these sites and others. It’s different. Huge takeaway, huge takeaway. um Give Well was another one that was named another influencer, yeah, no, but you were, you were quoting from 11 prompt out of that one response out of 1700. So, um, OK, Charity Navigator, uh, guide star, which is now Candid, Better Business Bureau, Wise Giving Alliance, Give well. Take away number one, you, you’ve, you’ve got to be thought of well, you’ve got to be well ranked. Not, not quite for the reasons. I mean, the, so, I mean, George, the reasons that we thought they were important still exist. There are still people who, uh, my dad before he died used to get the Better Business Bureau, Wise Giving Alliance printed guide. And he would check, check to see if uh a charity that sent him mail was listed in the printed guide. So I’m not sure people are using the printed guide too often anymore, but They, they are looking, the people who do go to your site are looking for those little, those little badges, the, uh, the, the high ranking badge, the platinum for Charity Navigator, etc. But now, even more so. The large language models are using the influencers, like you said, George, the 2nd order. Recommendation or, or, or evaluation sites, not recommendation, evaluation sites. In their, in their, in their responses. Yeah, and those types of giving guides, third party validation, there’s a lot to unpack there, but it’s not just, hey, let’s update our website, it’s go there. Another sort of nuance here were um mentions of GoFundMe. I was kind of curious when I was looking through the data of like, alright, how much of this is gonna be like. Find individuals and go that route and what we found was based on the mentions of GoFundMe and the request of like how do I help let’s say um youth mental health or poverty issues, right? Where should I go, how should I help? Like it’s an open ended question on purpose. We, we did want organizations we wanted what is it and how is it advising and for GoFundMe mentions actually, uh, 70% of those mentions came from Grok. So in the land of Grok, which is Twitter, which is X, which is Elon Musk, just to get all of the bingo cards there. It is disproportionately recommending to go to GoFundMe. It also recommended charities, mind you, but I found that interesting. Part of that is in the training set and part of that is in the sort of, you know, we do our own homework but to a bizarre degree in there. So, so Grok was looking at the, the frequency of GoFundMe campaigns for charities as a way of determining whether they were a good place to give. They first off, are meant we are meant, we are analyzing its responses across all of those causes, right? Every single cause, every single chance. So across all of those tested areas, we were seeing that it just surfaced that the user should go find and look. For someone in that cause area to donate to on GoFundMe as a point of helping that particular cause. Why that happens, you can speculate, but actually, you know, it’s training data set. There’s a lot of people that go on to X saying, hey, I need money for this, go, you know, fund me and GoFundMe, and that type of link and that type of cause might be overweighted, plus potentially an underlying, um, frankly baked in mistrust of institutional organizations. That’s a bias. Grok Grok had a, had a bias for GoFundMe campaigns. They all have a bias. Right, let’s talk about some of the biases, yeah, because, because this gets to what The large language models think of your nonprofit in the, in, in some of these biases, and then, of course, we’re gonna talk about what to do, how can you Enhance your AI brand footprint. In, in light of what we’re learning from the survey. So let’s talk about some of these biases like size, the, the, the ones that I, the ones that I saw, the, the, the results, these were. I don’t know, maybe not. 100%, but these were very large charities. They had large digital footprints. Yeah, in in most of the cases where we then do a sort of top 10 breakdown, we have a like a herding effect where it is the the larger, more well-knowns, uh, are at the top, you know, you look at the environment we end up with, uh, just using that as one example, the environmental mentions by model like on Gemini, the top two are environmental defense fund and the Nature Conservancy. And then on Anthropic, which is Claude, World Wildlife Fund comes up first, and the Nature Conservancy, Nature Conservancy wins on Open AI uh on Grok, World Wildlife Fund wins on Perplexity, the Nature Conservancy wins. So you see, it’s like the sort of jockeying, but those are massive organizations and you have to go down pretty far to you get to something like an Earth justice or Oceana or um. I’m trying to find like Arbor Bay Foundation, which is just not small, uh, defenders of wildlife, you know, coming in at the tail. Those aren’t the household names. Nature Nature Conservancy, World Wildlife, or well, yeah, um. All right, what other, so size, so, so our listeners here are in small and mid-size nonprofits. They are likely not in any of the environmental causes you just named specifically, and they are very likely not in any of the biggest names in any of the 12 cause areas that that you evaluated, but. I hasten to add there are things you can do. We’re gonna get there we’re gonna get there it’s coming. The fear not, as Grandpa Martin Eti used to say. Nunjawari In his, in his New Jersey Italian accent, Nunjawari, there are things you can do. It’s time for Tony’s take too. Thank you, Kate. I have a new tales from the gym. There’s a woman who’s been coming to the last. 3 classes, uh, that I take every Tuesday morning. It’s the only class I take each week, just, I just go to this one class. And she’s, uh, she’s quite active, she does, it’s an aerobics class, she’s does all the weights, she does most of the moves, you know, like we’re stepping back and forth or side to side, things like that. She’s, um, she moves pretty well. I, I, I have my eyes on her because uh she stands right in front of me all three times. She’s been right in front of me in class. And the thing is, you know, she, she’s got all this activity for the hour long class. But she’s on supplemental oxygen. She’s got a tank down next to her and the tube and the cannula in her nose, the whole class. So there’s some things she can’t do like she can’t step too far forward or back or side to side because the tube isn’t that long, but she moves enough and she keeps up. You know, like, yeah, I can’t help but see her. You know that just makes me think, I mean, if the woman with supplemental oxygen. Stays energetic through this hour-long aerobics class. Anybody, almost anybody could be working out. There, of course, there are people that are. More compromised than just supplemental oxygen, but. You know, anybody who’s not on, on oxygen, uh, we all could be working out to some degree if if this woman can do it. So she’s, she’s, um, pretty amazing, pretty, uh, uplifting and encouraging. That’s another tale from the gym. That stories take two. Kate I don’t know if you follow like gym, TikTok or anything on like Facebook or Instagram, but now I’m seeing a lot of fitness instructors coming up with different um workouts that are seated for people with maybe mobility issues or any sitting down um disabilities. Um, but that’s great that she can get up and do it and enjoy it and still be active with something that’s probably heavy, you know, to carry around. Yeah, well, the tank is, but it lays on the floor. Yeah, I, I haven’t seen any of that on TikTok or Facebook or online, but I, I have seen chair yoga. Which is, that’s for older folks who do have mobility issues. Balance, you know, balance could be an issue. Uh, there is chair yoga out there. We might, I don’t know if we do a chair yoga class in my little beach town, Emerald Isle, but I, I’ve seen chair yoga. But yeah, the woman is, um, is greatly uplifting. Yeah, she’s uh. She’s moving. It’s awesome. We’ve got Boku butt loads more time. Here’s the rest of your AI brand footprint with George Weiner. Other biases, what, what other biases did you find in our uh Our large language model friends. Our large language model friends, this kind of surprised me. I don’t know if you can classify it as a bias, but it kind of getting back to the herding effect, but in the number of charities mentioned, like the unique number of charities mentioned really surprised me between the cause areas that we go between. So something like the environment or poverty, there was a range like unique nonprofits mentioned across all of our sampling of 127. OK, I then go to something like cancer. And there’s a 30 organization spread that is massive. I was shocked. I was like, shouldn’t they all just probabilistically find a large number of things? There’s extreme herding in certain cause areas and action step that you might use here is actually do this type of research for your own backyard. Abstract, pull back and say what kind of question might somebody who’s caring about my cause area and my locality put in to find the most effective, best run, greatest places to give for X, and see who shows up, but remember you want to do this on a like incognito, not influenced by your own GPT if you are paying for it, I’ve trained it, you want to actually have it from a cold start. That isn’t biased by your bias and your information because then you’ll be like, obviously you’re the best mirror mirror on the wall, like, hold on. So does that mean you shouldn’t even do it from your your nonprofit, your your office browser? Is anything that’s passing in information to it, like geographic is fine, but I would say any other things that are passing information are essentially tainting it and tilting it toward something that’s more relevant to you when in fact, You want something that is better reflective of the underlying biases and approaches of that model to sort of explore it. We actually use direct to the API calls so we know exactly what information we gave it and exactly what we got back and could kind of like clean out the clutter, so to speak, of any customization going on or cache information or browser um influencer. Here’s a tip. Actually, no, here’s a very, very hard tip, and you’re like, I don’t know where to start. I want you to go to the site open router.AI. And that will let you just mess with whatever model you want and see what happens with you getting full control over the data that are being sent. Router. What does this do? Just look for router. Yeah, yeah, yeah. OK. All right, so that’s a, are you saying that’s like a safe place that that’s it’s less likely to be tainted. It will let you test different models side by side in a way that is safe in this land and gives you control over more of the variables and it’s really like kind of elegant for side by side comparisons. OK, OK, very good. All right. Um, All right, so Let’s move to, um, you know, what, what small and mid-size shops can do. Now, part of what they can do is what you are doing at whole well with AI brand footprint. Which I am helping you to do. I am propagating this for you. So explain what I, go ahead, you flesh out what I just said that I know you’re doing that we are helping you with. Uh, by the way, thank you for reinforcing AI brand footprint. Why we keep using this term is because it is a concept that we created at Wholeal to explain what’s going on when you’re discussing this ecosystem of information that AI is talking about and representing your brand on. You’re not getting a lot of data about it. But you know it’s happening. You’re starting to hear maybe somebody in development department be like, you know, they heard about us from, uh, they said from chat and it’s like, oh, that’s interesting. There’s a whole ecosystem out there and we’re just sort of, uh, scratching the surface of it with this study, but you should begin to care about what that footprint looks like, what’s influencing it, how big it is, if it is growing, or if it is shrinking. Why I am focusing on and why I love the fact that we’ve mentioned it like 17 times now is because we are trying to put this concept out there, imbue it with meaning and connect it to us so that when, not if, and it already happened. That Google overviews, that’s the little AI answering when we do Google searches, talks about this concept. It attributes it to us, it surrounds it with our lengths and our language rather than literally stealing it and just throwing it into the soup that is the overall. Uh, you know, word salad of the AI systems. So to pull back, how do you imbue with meaning, own concepts and encourage attribution? There are some number of tactics, but that is the game we are currently playing and laughing about as our inside joke here. Exactly. So we’re not gonna leave. Nonprofit radio listeners, you know, wondering what are some of these tactics? How can you Create something around your work that’s unique, will be attributed to you when, as you said, when not if the, the, the large language models find it. How do you How do you identify all this, bring this all back to you and your site, your work? Because you’re doing this is exactly what whole whale is doing with AI brand footprint. There I said it again for you. It’s gonna be in the, it’s gonna be in the transcript. It’s gonna probably be in the show note. This what, what, what tactics can we all learn from what you’re doing at whole well? So the content that we used to write for AI engine, for for SEO search engine optimization is dying. The idea that all I have to do is answer a question accurately and I’ll get credit is dead, because also if you realize that the AI could answer the same FAQ question, generic, hey, how many. Uh, how many ounces are in this amount of thing like that information has been commoditized and will no longer bring you traffic. Your 10 facts about this issue is not going to work anymore. What will work are first party data. What kind of information can you bring to bear on this topic? Have you surveyed your audience? Another way to think about it is according to whom? Is there a testimonial, a statement that can be attributed to the CEO, to the founder, to the stakeholder who received the service, because when AI comes and summarizes and takes that content, it actually is sensitive to uh trademarks, first party data attributes. and saying, oh, according to the local animal shelter or youth center leader that this is the thing you’re like, oh, that’s tied and anchored now to something that the AI will respect. I think there’s a lot to unpack in there, but hopefully you begin to see the nuance. This is all about optimizing content. For the, the AI tools, right? You’re, you’re, is that, or this is a subset of optimization. It’s a way to make sure AI respects the source attributable to the content it has scraped and taken from the site. More and more we’re going to see increased traffic from these AI bots that are coming to, you know, answer somebody else’s question and maybe they show where that information came from and maybe they didn’t. And in doing that, these are the initial phase of tactics when you create your content and also, frankly, it’s putting The human back in the content, like the stuff I think we may look back at writing of uh the how to like tie your shoe content like because it gets traffic was not that relevant to our organization like the, you know, 15 cutest cats to promote our thing really was only getting people on a very high level to maybe browse through our site. So this is hopefully return to real content. OK, but that had value. Um, the, you know, the 15 cutest cats. All right, well, well, let me take a look at this shelter. Maybe this is a, if it’s, if it’s a local place, maybe, uh, maybe I’m looking to adopt, maybe I’m looking for a place to volunteer or obviously maybe give, so that, I mean, as, as a, as the beginning of a pipeline. That had value. It probably still does have, it does still have value, but what, you know, what you and I are focused on is the, the AI. Evaluation of your work. And from that perspective, the 15 cutest cats. Not valuable. It won’t drive attention. I mean, we are still humans here. This is where Tony voice is like on your shoulder. No joke, like cats. OK, OK. However, the fact, the nuance, the difference here is that you won’t get the attention you used to for that article. It used to drive attention. Without attention, you’re not gonna get the 1% of those people sticking around and giving you their email, of which 1 out of 10 makes a donation. That flow of traffic has been severed and is in the process of being severed, and you can see this action step. Look at your organic traffic year over year. It is at best flat if not going down. Even the smartest folks playing the game are publicly saying we’re in trouble when it comes to organic traffic. So that game is like, we’re on the decline. Uh, to come back, does that make sense? Yeah, yeah, it does. Um, that is, that’s what I’m talking about, it’s a source of organic traffic. But I’ll play the cute cat game if you want. So let’s say I’m sitting there and I’ve got like a a cat shelter, like, OK, uh, how could I turn this into something quotable, something from, uh, AI won’t steal or if they do, they’ll attribute it to me. Well, maybe back to QAs, I could actually do a study of over the past quarter actually. 70% of the cutest cats, based on my cuteness score versus ugly, cute or ugly, were adopted, yet 90% of ugly cats don’t get adopted. And suddenly I’ve got first party data that you collected, you surveyed, you did it is wildly interesting because I’m like, what’s an ugly cat, right? And now you’re playing the game because when AI comes it’s like according to the Long Island local cat shelter, ugly cats don’t get adopted at a rate of 90%. That’s right, that’s a very great. OK, OK, that’s an excellent example. of, of this, the tactic that we’re talking about. Please, if you go out there and do an ugly cat survey on a rate of adoption, please send it to me cause I think I’d be curious. What’s an ugly cat is the greatest question. You could you could use AI to make the determination so that way it would save you from the whole like internet fallout like according to this AI and how cute is this cat from 1 to 10? You can blame it on AI. OK, you, you mentioned some other things, uh, testimonials, quotes from the CEO, you know, all again, all it’s first party attributable to you, so, so then in and I’m gonna use Google too because that’s the, the primary search engine that people use. So in that Google summary. Powered by Gemini, right? This is all Gemini results that we get when we see the Google doesn’t say AI summary or something like AI overview AI mode. They’ll change it next week, so fine. It’s Gemini. It’s, it’s Gemini, correct. That’s the underlying model you’re correct. So we, we want to get attribution. I mean we wanted to say from whole whale from the Long Island cat shelter. Correct. You wanna be the authority that pops up on the side so you do in fact get a potential click and brand impression associated with the topic of someone saying like uh why do ugly cats not get adopted? Where do we put these testimonials in quotes? They’re basically embedded on your site, right, writing your content, right in line, um, you can use quote tags, you can use uh what’s called schema markup to make sure that when the AI is reading it. Uh, it is more quickly attributable, and in those testimonials, like you can just also just make up quotes like I now have to come up with some sort of clever thing to say, and I think for the AI study, I literally put in there I was like I have to come up with something. So I was like, alright, this season, AI will determine giving more than any other in history, like it’s a little. Over the top and like a pretty safe statement but I said it, I quoted it, I shoved it in with a quote tag inside of there and now that’s one of those attributing factors. There’s another big thing I wanna touch on, but I wanna make sure that makes sense. Uh, it does, but all right, so remember your big thing, but you are in jargon jail for scheme, you are in jargon jail for schema markup. I’m gonna bend up there somehow. Uh, the schema markup is, uh, little HTML tags in there, so behind the scenes, like if I want to make something bold, I put a little B tag on it. Every P tag has that little spacing. H one tags make it at the top header. This is just another one of those types of tags in the system that the machines read and understand more quickly what’s about to come and what lives between the open and close of that tag. OK, very good. All right, you’re out of jargon jail and listeners, the, the person who does your website will know exactly what we’re talking about. This is HTML. AI will know what you’re talking about if you literally, this is an amazing thing. Like your expert is the say, hey, teach me what I need to know about Schema. What, what would I need for schema markup of this page? You can ask AI and it is you’re ready to go developer on that front. OK. The This is the thing that these are the things that concern me. This is where we get into creativity conversations. What was your other big point? The other big point is something that has dawned on me and it kind of, uh, it sucks, technical term, because I’ve realized a lot of my writing is being. Commoditized and is not going to be found by people, it’s going to be summarized. And what I realized is where do we go to be uniquely human, where do we go for trusted information and more and more it’s going to be, I think in audio and video, video that is harder to fake, not impossible, but much more unique, a little bit more messy and so for your tentpole content, your main focused content. You have to have a video associated with it for a number of reasons, including the fact that YouTube is the #2 search engine, including the fact that people are now going to say like, I get that all this text I’m looking at is all like AI driven. I want to hear a human say it cause at least that human had to read it before saying it and letting those words out of their mouths. And third, because it is also showing up very, very clearly in those AI overviews right below, they’re giving video answers to the textual answer that AI gives and then they are having the good old fashioned links which are going to go the way of the yellow pages, I think. So we’re talking about side by side content. Part 111 part is for the humans and the other is for, is for the AI models on our site, you’re talking about videos, videos for the humans, mostly, although AI I understand the, the AI summaries are they’re, they’re finding the video and, and promoting those for you if they’re on point. But then there’s the also, but there’s the, there’s the AI. Needed content like side by side. We’re not talking about having to, I mean. Yeah, I, I, I, isn’t that what we’re talking about? 22 different levels of content, one for, one for the machine and one for the, for the humans who do come to your site. I’m beginning to believe that we’re probably headed toward the, the text of your site is more of like a database for AI to reference and so what is it that you’re going to create that is uniquely human communicating in that way is going to be video. For now, uh, because that, you know, is, it is also getting the lift on these other platforms. It is showing your brand, your people, and your message in your words as opposed to AI summarization of its spit back out in text, sometimes it’s attributed to you, sometimes it’s not. There’s no way to sort of like just sort of like stealing video the same way you do text. So I’m really Emphasizing and have been for a while the library of content that rides alongside my written content, which you know I try a little hard out on but I, you know, make no illusion that AI isn’t literally copying it and shoving it into its system and answering the questions that used to drive attention for us. So how do I play this game? I look at the data, I look at, right, it seems that it’s still on YouTube searching. I can embed it on my page so I increase engagement on my page when people do in fact go there, which is a positive signal in the land of the Google and old SEO and current. So it is a way to think about when we’re talking about your AI brand footprint, it’s a sort of adjacent because of the way Google is showing it and the way that everyone else also copies Google, so like in perplexity, which is a. Kind of Google competitor, I think for AI based um discovery of information and searching. Um, they are all sort of playing this game of amending and appending the relevant videos they find to that topic. OK, this is um. Uh, to me, this is as revolutionary as when back when we were saying you need to have a website. Yeah, this is a big phase shift. This is the yellow pages to website shift. I I don’t make that out of just sort of a throwaway statement. It is a big change and we’re in the middle of it. And so that is also one of those reasons I try to uh rant as much as possible, but wake people up to the type of content you’re about to create. You got a content calendar. Alright, we’re gonna map out 2026 and here are the like. 36 articles we’re gonna write, I’m like, take a beat because I think if you continue to write the way you used to and create content the way you used to, you are um. You’re creating another listing on the Yellow Pages. I don’t want folks wasting their time in that way. And also this should not be a surprise, but if you are using AI to write all of your content, why do you think AI is going to surface what it already wrote or what it can already answer? On your website, it is, you know, you don’t have to think that hard to be like, oh wait a minute, the hundreds of millions of people, like 10% of the adult human population on this current planet we are on uses AI to answer these questions like they’re, you know, you’re disintermediating yourself, you’re removing yourself when you simply press copy and paste from AI and by the way, people can tell when you’ve written it in a lazy way. Oh, that’s huge. That see you I wanted to, I, I. You were, you were given like a perfect summary. I thought, oh, this is a good place to end. I’ll just say that’s George Weiner, Keith Whaler and I’m out. Then you opened up, yeah, but then you opened up and, and by the way, um, you’re, you know, people can tell, yes, yes, uh, we’re still human here. And I don’t know. I, I’m not, I’m not saying that I’ve spotted every bit of artificially and artificially developed content that’s ever come across my screens. I’m not saying that, but. There is a feel of fakeness. To artificially generated. Paragraphs Yeah, it, you know what’s interesting? The human’s ability to do pattern recognition is tremendous. It’s, it’s unbelievable what we’re able to tune our attention to and what our brain simply learns behind the scenes, like we can now smell an AI generated image of it. We can smell the AI generated text, maybe it’s the vivacity, maybe it’s the uh unusually accurate cadence of number of words per sentence. There is something that you pick up and we are all collectively building. This ability to see it and maybe I’ll take a step back if you don’t believe me in our amazing pattern recognition. I want you to think in your mind of a stock photo of the following successful business person shaking hands and you’re like, it’s like you could smell it. It’s just the way it’s image focused cropped and it’s just generic humans doing business thing. The same way you can spot stock, we can now and are building that muscle, that pattern recognition for AI slop, work slop, whatever category of a bunch of AI generated texts, which is why it’s also fun talking about this new phase of like putting the human back in, how do you do that with video? How do you do that with testimonials, how do you do that with actual first party data? Like, I used to waste tons of time writing like very, very long articles and thinking and researching. But like Google searching and pulling back information, instead, I threw all that away. I spent all of my time doing this AI study to be like, I, I get to like geek out on this topic, go way deep. And then put that out instead, so like you’re just channeling your energy of creation in a different vector. I think your uh ability to spot stock photos analogy is is is spot on too. All right. That’s I think that’s very valuable, George. Well, we were here to make sure your audience didn’t walk away with panic. I feel like a lot of conversations go to this like hand wringing, what do we do next? So you have some takeaways. You got a lot of tactics. Uh, let’s let’s give one more shout out AI. That’s the research that’s the proprietary first person data that you’ll find at wholewhale.com. Go, just give him a break. Give him, give him some organic traffic. Just go to wholewhale.com. Don’t, don’t not click through from anywhere, just, just type in Wholewhale.com and go. Do it for George. Let’s see, let’s see if he gets a burst in, uh, in, in the month of October. And you’ll find George at uh on LinkedIn. He and I are very active there together, uh, just, you know, valuable content, George, then valuable, valuable ideas here. Thanks very much for sharing all this. Uh, thanks for giving it a larger audience. Next week, HR for non-HR professionals. OK, that, that, uh, that was supposed to have been this week, but George Weiner came in and he’s related to 4th quarter. So that’s why I squeezed him in because it’s the first show of the 4th quarter. So that’s the explanation, uh, ordinarily I would blame the associate producer, but this time, just this time, uh, it was, it was my own, my own. Uh, I would say rather savvy decision, but it was my decision, however you might characterize the decision, I made it. The savvy decision. If you missed any part of this week’s show, I beseech you. Find it at Tony Martignetti.com. Our creative producer is Claire Meyerhoff. I’m your associate producer Kate Martignetti. The show social media is by Susan Chavez. Mark Silverman is our web guy, and this music is by Scott Stein. Thank you for that affirmation, Scotty. Be with us next week for nonprofit Radio, big nonprofit ideas for the other 95%. Go out and be great.