My client, the Marketing Officer of a new nonprofit organization, needed an About Us page for the launch of their website. She told me that the primary audience for the Shades of Pink Foundation California site would be the healthcare professionals who will be referring potential clients — women battling breast cancer who need financial assistance, and the secondary audience would be the cancer community and potential donors.
She wanted an About Us page that captured the passion the founding officers have for helping these women, but also established their track record in the nonprofit world. I interviewed the founding officers and crafted an About Us page to evoke trustworthiness combined with empathy.
I also made sure that the About Us page ended with a Call to Action — in this case, asking healthcare providers to contact them to refer a client, and general readers to subscribe to their newsletter, ask for information about volunteering, or make a donation.
Does your nonprofit have an About Us page that is crafted to your audience, with a well-defined Call to Action? Contact me if you'd like information about how I can help.