Rails 3. How to add a helper that ActiveAdmin will use?

You can define them in app/helpers/ as you tried but you need to include them trough the active admin's initializer like this:

# in config/initializers/active_admin.rb
ActiveAdmin.setup do |config|
    ....
end

module ActiveAdmin::ViewHelpers
  include ApplicationHelper
end

You need to put your helper functions in app/helpers/active_admin/views_helper.rb file Example:

module ActiveAdmin::ViewsHelper #camelized file name
  def my_helper 
       # do something 
  end 
end