For a potential donor, partner, or volunteer, visiting your website is like a first handshake. After your homepage, the second place they will almost certainly click is your ‘About Us’ page. This isn’t just a formality; it’s arguably the most critical page for building trust. Yet, for many Nigerian non-profits, this powerful tool is often neglected or poorly executed, failing to connect with the very people they need to inspire.
A weak NGO’s ‘About Us’ Page doesn’t just look unprofessional; it actively costs you funding and support. It fails to answer the visitor’s most important question: “Why should I care?”
As of 2025, in a crowded digital space, you can’t afford to get this wrong. This guide will break down the five most common mistakes we see and provide clear, actionable steps on how to fix them, transforming your page from a simple description into a powerful fundraising asset.
Mistake 1: It’s All About You (The Founder’s Story Overload)
This is the most common pitfall. The page is filled with a long biography of the founder, their personal journey, and their photo. While the founder’s passion is important, an ‘About Us’ page that focuses solely on “me” instead of “we” alienates the reader. Donors aren’t funding a person; they are funding a mission to solve a community’s problem.
How to Fix It: Shift the narrative from your story to the community’s story. Start with the “why.” Why was this organization founded? What problem in Nigeria are you passionately committed to solving? Frame the founder’s story as the catalyst for the mission, not the mission itself. The hero of your ‘About Us’ page should always be the community you serve.
Mistake 2: Using Vague Jargon and ‘Development-Speak’
Your page is littered with phrases like “capacity building,” “stakeholder engagement,” “paradigm shift,” and “leveraging synergies.” While these terms might be common in grant proposals, they mean very little to the average visitor. This language creates a barrier and makes your work sound abstract and confusing.
How to Fix It: Write like you speak. Use simple, clear, and powerful language. Instead of “implementing a multi-faceted intervention for food security,” say “providing local farmers with drought-resistant seeds and training to ensure no family goes hungry.” Explain your work in terms a secondary school student could easily understand.
Mistake 3: A Wall of Text with No Visuals
A visitor arrives on your page and is met with five long, dense paragraphs of black text on a white screen. In today’s visual world, this is an immediate turn-off. People scan websites, they don’t read them like a book. A wall of text fails to create any emotional connection.
How to Fix It: Break up your text and bring your story to life with high-quality visuals.
- Use authentic photos: Show your team in action, not stock photos. Let visitors see the faces of the people you support (with their consent, of course).
- Embed a short video: A 2-minute video telling your story can be more powerful than 1,000 words.
- Use infographics: Visualize your impact with simple charts or icons.
Mistake 4: Hiding Your Impact (No Data or Stories)
Your page talks about your mission and vision, but it doesn’t provide any proof that you are actually making a difference. It lacks specific numbers and compelling stories of change. This leaves donors wondering if their potential contribution would be effective.
How to Fix It: Show, don’t just tell. Weave in concrete impact metrics and a powerful, brief testimonial.
- Impact Snapshot: “In 2024, we provided digital literacy skills to over 500 out-of-school girls in Borno State.”
- Mini-Story: “Meet Fatima. Before joining our program, she had never used a computer. Today, she runs her own online tailoring business.”
Demonstrating this tangible impact is the most direct way to earn a donor’s trust. A powerful NGO’s ‘About Us’ Page is a testament to your effectiveness.
Connecting Your Story to Real Support
Proving your impact on your ‘About Us’ page is your first step to winning donor confidence. The next is connecting with the right funders who value that impact. This is the core of our mission at grantsdatabase.org. We help credible NGOs like yours move beyond just telling their story to securing the financial backing they need. Once you’ve perfected your public image, our platform and proposal writing guides are your next strategic step toward sustainable funding.
Mistake 5: A Dead-End Page with No Call-to-Action (CTA)
A visitor reads your page, feels inspired, and is ready to get involved… but there’s nothing for them to do next. You’ve failed to channel their inspiration into action. This is a massive missed opportunity.
How to Fix It: Every page on your website, especially your ‘About Us’ page, must have a clear and compelling call-to-action. After telling your story and proving your impact, guide your visitor on what to do next.
- “Join Us. Donate Today to Help Us Reach 1,000 More Girls.”
- “Your Time Matters. Learn More About Our Volunteer Opportunities.”
- “Stay in the Loop. Sign Up for Our Monthly Newsletter.”
Conclusion
Your ‘About Us’ page is not an afterthought; it is a strategic tool. By avoiding these common mistakes, you can transform it from a static biography into a dynamic and persuasive portal that builds trust, communicates your value, and inspires action. Take an honest look at your page today and ask: Does it tell the story of our mission, or just the story of our founder? The answer could change the future of your organization.
