How to make your “About us” page win friends and influence donors

Recent research reported by the Nielsen Norman Group shows that some people actually read the “About Us” page. Who knew?

Great Summaries on ‘About Us’ Pages Engage Users and Build Trust says:

In usability studies, we observe people peeking at top-level pages for answers to foundational questions. Make sure that your site passes the first impressions test by answering top questions succinctly. People are more inclined to engage further once they’ve determined you’re worth the effort.

Your “About Us” page matters a lot to some donors. Make sure they can easily find and quickly read what they need. Which is probably this:


  • What do you do? Not the long-winded, abstraction-filled brand guidelines version, but the succinct, specific donor-focused version.
  • Are you trustworthy?
  • What can I do through you?

Give it some good thought. Make sure your About Us page is doing its job!


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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