Go On ... I Dare You

The typical "About Us" page on a nonprofit website is a waste of electrons. It's packed with committee-created, jargon-thick, we're-so-cool copy that wouldn't win donors' hearts and minds even if you could persuade them to wade through it. That's too bad. Studies tell us that many donors poke around your website before they give, even those who give offline. These are engaged, proactive, would-be donors. If they give to you, they're likely to be loyal, excellent donors. A successful "About Us" page is like a successful appeal: all about donors. You don't motivate them to give by bragging about yourself. You motivate them by showing that your 
mission aligns with their values and passions.