It’s true that nonprofits don’t always have the resources or the people to execute certain tasks which is why many nonprofits opt for performing certain processes themselves. Luckily, this gives them the advantage of being completely in control of the output.
One of these processes is filling out your website with information about the nonprofit. In fact, the “About Us” page is by far one of the most important and needs special attention from you. Hence, here are the five tips to write a great “About Us” page for nonprofits.
Why Do You Need the “About Us” Page?
First of all, why do you need the “About Us” page on your website? While it may seem a bit trivial, it is still a necessary element for your site. Here are just some reasons why you need to write your “About Us” page:
- This page helps you introduce your organization to readers and potential donors.
- This page helps you establish yourself as a reputable nonprofit and an authority in your field.
- This page helps you stand out from the crowd by sharing something unique and it helps you share your story.
- This page helps you deliver essential knowledge about your organization to the journalists looking to write about your nonprofit.
#1 Cover the Basics First and Foremost
When you start writing your “About Us” page, the best thing you can do is to first cover the basics. A good rule of thumb is to use the 5Ws and 1H (Who, What, When, Where, Why, and How) to explain who you are and what you do. You don’t necessarily need to write in great detail about your organization, but you still need to be compelling with your text.
Start by writing about what your nonprofit is and what it does. Talk about its founders and notable members. If you have a long history behind your organization, you can even write about that to provide a more detailed background of your nonprofit.
#2 Use Storytelling to Make it Compelling
Speaking of your nonprofit’s history, another effective technique you can use is storytelling. This will make your “About Us” page more compelling and will give your readers more reasons to connect with your organization, its values, and its mission. Storytelling is by far one of the best tools for giving your nonprofit a unique personality.
As Megan Williams from the writing service reviews page site puts it, “You want your readers to empathize with what you do because that’s what will encourage them to donate to your organization. There are so many other nonprofits just like yours, so you need to show that you are worth their time (and money).”
#3 Experiment with Different Formats
While using storytelling will definitely help you to achieve your goals, combining it with other techniques will make it even more effective. One of such tactics is experimentation with different formats. In other words, instead of only using text to explain what your organization is like, you can use other formats to deliver information.
For instance, it’s a great idea to include a gallery of relevant photographs on your “About Us” page. Show your volunteers in action or show the people you have helped. You can also create an infographic explaining the process behind your nonprofit i.e. the way it works. Alternatively, consider creating a short video that will explain what your organization is like.
#4 Include Reputable Testimonials
Most nonprofits tend to rely solely on their own content to fill out their “About Us” page. Indeed, by using your own words, you will have all the control over everything you put on that page. However, such content is not always as impactful as you may expect it to be. This is when you should start including reputable testimonials from the people you have helped.
As Oswald Spencer from the top writers list site explains, “Testimonials are perfect as social proof. When potential donors see what other philanthropists say about you, they will be more likely to go through with their decision and actually make the said donation. Moreover, if your organization was featured in the news or social media, include quotes and links. It’s a way to prove that your nonprofit is respected.”
#5 Don’t be Afraid to Make it Longer
Last but not least, always remember that your “About Us” page doesn’t have to be short. In fact, you shouldn’t be afraid to make it longer if you feel like it. Having a lengthy “About Us” page doesn’t automatically mean that nobody will want to read it. On the contrary, people usually want to find out more about you, so the more information you give them, the better it is both for you and for them.
Moreover, different people are engaged by different media. While one site visitor may read everything on your “About Us” page, another person may prefer only to watch a video, even if that means your “About Us” page becomes longer than expected.
To summarize, writing a great “About Us” page is definitely possible, especially if you own a nonprofit and are doing it yourself. Follow the tips in this article and use them to craft the best version of your “About Us” page.
Frank Hamilton is a blogger and translator from Manchester. He is a professional writing expert in such topics as blogging, digital marketing and self-education. He also loves traveling and speaks Spanish, French, German and English.