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Components of a great nonprofit “About Us” page

Establishing a brand is important for any organization, whether they are nonprofit or for-profit. Your brand identity is your presence and reputation, and the online part of that identity is represented through your About Us page. When potential donors or volunteers check out the services on your website, your About Us page is likely in their top 3-4 clicks as they make sure they are making the right choice by supporting your organization.

Perfecting your “About Us” page

When visitors view your About Us page, it is an opportunity for you to make them feel comfortable with your organization and establish trust. Many organizations will give their basic contact information and a short paragraph full of fluffy industry buzzwords. I would like to challenge you to take your page a step further, however, by making a connection with your visitors and helping them feel comfortable choosing you. Here are a few steps to perfecting your About Us page:

1. Talk about your audience, not yourself

It’s human nature for us to focus on ourselves first, so make your About Us page donor-oriented. Start with an opening sentence that focuses on your audience’s goals or objectives, which will demonstrate that you have their needs in mind.

3. Avoid jargon, use facts

Using big, fancy words won’t impress anyone and will isolate your audience. Write your page in a conversational, friendly tone that informs your audience without coming across as smarter than them. If you’re going to use big words to describe yourself as visionary, outstanding or cutting edge, back it up with numbers and facts to prove why you are successful. Another note, avoid using an obscure name for your page – they are looking for your “About Us” page, so make it easy to find.

4. Let others talk for you

Consider adding testimonials from supporters, volunteers and even those who have been impacted by your organization's work to your About Us page. Include full names and photos on your testimonials to show your stories are real and build trust in your brand. Testimonials build credibility for your brand, with 70% of people saying they completely trust opinions and recommendations for products and brands.

5. Be true to yourself

Tell your audience where you come from and how you were started, regardless of the story. Telling your story allows your viewers to identify with you and put trust in your brand. Filter your information and mention key elements in a format that reflects your nonprofit. Don’t lose sight of your mission when trying to create your page, your tone and visuals should represent your organization and what you stand for.

6. Don’t forget the basics

Include your full address, or at least a city and state, to help potential donors and volunteers feel comfortable reaching out or donating to your organization. Make sure contact details are up to date and include links to your social media pages if you have them…and you do have them, right?

There is no perfect formula for an About Us page, however, there are a few basic guidelines to follow. Spend time checking your analytics for traffic volumes, bounce rates and volume duration on your page, and don’t be afraid to make changes accordingly. Your About Us page is a chance to tell your story and build trust with your audience. Need a little help creating a responsive, friendly About Us page? We would love to help.

Image credit

Ronald Pruitt

Ronald Pruitt

Since founding 4aGoodCause in 1998, Ronald has had the joy of doing what he loves - building websites that make a difference in the world. He's helped build hundreds of websites that have raised millions of dollars for nonprofits from Maine to Hawaii.

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