In today’s @AvalonFYI dispatch, you’ll find copy that motivates action, the opportunity in AI disruption, a newsworthy webinar, unusual to-do lists, and Avalon movie trivia.
Dear friends,
Welcome to autumn! I love the change of seasons and always look forward to fall traditions. Annapolis celebrates with giant pumpkins, Avalon has a lively fantasy football league, and, though I’m not a pumpkin spice latte fan myself, I do find the enthusiasm entertaining. This year, I’m spending the first week of autumn in New York City for client meetings and merger collaboration with Faircom New York colleagues. Thank you to everyone who has hosted us at events and in your offices.
Behind the Byline
What do journalists covering the nonprofit sector really think about their beat? On October 28, Avalon VP Lindsay Marino Long will moderate “Behind the Byline,” an Avalon webinar featuring panelists Sara Cederberg (Civic Shout), Paul Clolery (The Nonprofit Times), and Alicia Osgood (ANA Nonprofit Federation). In what is sure to be an enlightening conversation, this webinar will offer a deep dive into the latest nonprofit news. Join us to learn what these experts are hearing from nonprofit leaders, what deserves more attention, and what they’ll be watching as fundraising heads toward 2027. Behind the Byline is a free, online event and open to the public.
A New Era of Visibility
Avalon SVP of Digital Chris Maddocks tackled AI disruption in a recent post for Candid: “AI is eating your fundraising channels. Here’s what you can do.” Citing data from Blue State, he notes that organic web traffic dropped steeply in 2025. In addition, Similarweb reports that two thirds of Google searches in early 2026 ended without a single click. In this context, paid search remains important, but the strategy is shifting. For paid search to deliver ROI, nonprofits now must also back it with integrated web strategies that ensure visibility via AI. Chris recommends the following updates:
- Website and brand metrics need to evolve to meet this new era of visibility.
- Reputation and authority are built across the web, not just on your site.
- Websites must be built for machines to read, not just for humans to browse.
“I Want In”
In a recent Monday memo, Frank O’Brien pointed out the gap between “that’s nice” writing and “I want in” copy. As seasoned fundraisers know, the former is merely interesting, while the latter motivates donors to act. And that’s what fundraising is all about. O’Brien suggests 5 steps to ensure your copy is designed for action: (1) use “invitation language,” (2) position giving as active involvement, (3) convey urgency, (4) “use past work as a springboard,” and (5) be passionate. In addition, I would add a sixth step: Analyze your data to assess what really works and find opportunities for continuous improvement.
If your immediate objective is to persuade someone to donate, vote, attend a rally, or take another kind of action, getting from a ‘that’s nice’ reaction to ‘I want in’ is the whole ballgame.
–Frank O’Brien, Monday on Message
Do This, Not That
And the Oscar Goes to…
Finally, thank you to Avalon’s Virtual Gathering Committee for organizing an Oscar-worthy movie trivia event last Friday. We used Kahoot! for this friendly competition and had a great turnout from across the VeraData enterprise. Congrats to our reigning film champs, senior director of HR Melissa Ferrell (aka Glorious Llama), senior data manager Chris Stalowski (aka Fearsome Dragon) and sales enablement manager Kacey Houghton (aka Knowing Goat)!
