After your homepage, your “About Us” page is often the most visited page on your website. It is a critical stop on a potential supporter’s journey. When someone clicks on “About Us,” they are asking a simple question: “Who are you, and why should I trust you?” A great About Us page answers that question in a clear, compelling, and human way. It is much more than just a dry history of your organization. It is your best chance to build a real, emotional connection with your audience.

A weak About Us page is a huge missed opportunity. It can make your organization feel faceless and generic. But a strong one can be a powerful tool for donor engagement. It is a cornerstone of a good non-profit web design and a key part of your overall brand. This guide will give you a simple, 7-point framework to help you write an About Us page that builds trust, tells your story, and inspires people to become a part of your mission.

Point 1: Start with Your “Why” – Your Founding Story

People are not inspired by what you do as much as they are inspired by *why* you do it. Your About Us page should start with your origin story. Every non-profit was started because someone saw a problem and decided to do something about it. That is a powerful story.

Share that story in a simple, human way. Who founded the organization? What was the moment they realized something had to change? This is the heart of the art of non-profit storytelling. Starting with your “why” creates an immediate emotional connection and helps people understand the passion behind your work.

Point 2: Clearly State Your Mission and Vision

Once you have shared your founding story, you need to clearly and simply state your purpose. This is where your official mission and vision statements come in. They are a key part of your non-profit business plan and should be front and center on your About Us page.

• Your Mission Statement: This is a short, clear sentence that explains what you do, who you serve, and how you do it.
• Your Vision Statement: This is a short, inspiring sentence that describes the ideal future you are working to create.

Do not just list these statements. Frame them with a little bit of context. Explain what they mean in simple terms. This helps people understand not just what you do, but what you dream of achieving.

Point 3: Introduce the People Behind the Mission

People give to people, not to faceless organizations. One of the most important things you can do on your About Us page is to introduce your team. This makes your organization feel more human, transparent, and trustworthy.

The bios should be warm and personal, not just a list of professional accomplishments. Include a sentence about why they are passionate about your mission. This helps your supporters connect with the real people who are doing the work.

Point 4: Show Your Impact with Stories and Data

Your About Us page is not just about who you are; it is also about what you have accomplished. You need to show your visitors that you are an effective organization that gets results. The best way to do this is with a combination of powerful stories and simple, clear data.

• Feature a Success Story: Include a short, powerful story about one person your organization has helped. Include a great photo. This makes your impact real and emotional.
• Share a Few Key Metrics: Do not overwhelm people with numbers. Choose the 2-3 most impressive and easy-to-understand statistics that show your impact. For example, “Last year, we served 50,000 meals to our neighbors in need.” This is a key part of measuring what matters.

Point 5: Build Trust with Transparency

Donors want to support organizations that are open and honest. Your About Us page is a great place to show that you are committed to financial transparency. This builds a huge amount of trust and confidence.

Point 6: Use Compelling Photos and Videos

An About Us page with only text is boring. Your page should be full of high-quality, authentic photos and videos. Visuals help to break up the text and make an immediate emotional connection. Show photos of your team, your volunteers, and the people you serve. A short, 2-minute video that tells your founding story or shows your work in action can be the most powerful element on the entire page.

Point 7: End with a Clear Invitation to Connect

After a visitor has read your story and learned about your impact, what do you want them to do next? Your About Us page should end with a clear and simple call to action. You have just made a powerful case for why your work matters. Now is the perfect time to invite them to join you.

This is a great place to ask them to take the first, easy step in your marketing funnel. The best call to action for an About Us page is often an invitation to sign up for your email newsletter. This allows you to continue the conversation and build the relationship over time. You should also include a clear link to your main contact page.

Your About Us page is where your organization’s heart is on display. Make it beat with passion, purpose, and personality.

Conclusion: From a Page to a Partnership

Your About Us page is so much more than just a page on your website. It is your digital handshake. It is your chance to look a potential supporter in the eye and tell them who you are and what you stand for. By following these 7 simple steps, you can create a page that does more than just inform. You can create a page that inspires trust, builds a human connection, and turns a first-time visitor into a lifelong friend of your mission.