Is Your “About Us” Page Costing You Grants? How to Tell Your Origin Story

Of all the pages on your nonprofit’s website, the “About Us” page is often the most neglected. It’s frequently treated as a dusty, one-time task: write a brief history, list the founding date, and move on.

But here’s a truth many nonprofits miss: your “About Us” page is one of the first places a program officer goes to validate your grant proposal.

After a funder reviews your homepage and your GuideStar profile, they click “About Us” to answer a critical, unspoken question: “Are these the people I can trust with our investment?” A bland, faceless, or confusing origin story creates immediate doubt. It’s a red flag that suggests a lack of professionalism or a weak organizational identity.

This page isn’t a history lesson; it’s a critical opportunity to build Ethos (credibility) and Pathos (emotional connection). It’s where you prove you are uniquely positioned to solve the problem you’ve described in your grant application.

Why Your “About Us” Page is a Funder’s Due Diligence Checkpoint

Grant writing is persuasive writing. Your proposal makes a logical case for support (Logos), but your “About Us” page provides the essential credibility (Ethos). Funders aren’t just investing in a project; they are investing in the people and the organization behind it.

When a program officer scans your “About Us” page, they are looking for:

• Proof of Leadership: Who is running this organization? Are they credible? Do they have the experience to manage this grant?
• Organizational Stability: Does this nonprofit have a clear history, a strong board, and a professional structure? Or does it seem like a fleeting idea?
• Authentic Passion: Why does this organization exist? Was it born from a real, identified community need? This is where your origin story connects a funder’s values to your mission.

3 Mistakes That Turn Your “About Us” Page into a Liability

If your “About Us” page makes any of these common mistakes, it may be costing you grants.

1. The Dry History Lesson: The page leads with “In 1998, our founder…” and lists a dry chronology of events. This is a missed opportunity. It tells a funder what happened, but not why it matters.
2. The “Faceless” Organization: The page is full of “we” and “the organization” but never shows a single human face. There are no names or bios for the Executive Director, key staff, or board of directors. This is a major red flag for funders who want to see a strong, engaged, and accountable team.
3. The Jargon-Filled Mission: The page is a dense block of text filled with insider jargon and “fluffy” words that don’t clearly communicate what you do or why you exist. A confused funder is not a confident funder.

Your Story is a Pillar of Grant Readiness

Your “About Us” page is a core component of your Compelling Narrative—one of the four essential pillars of grant readiness. A weak story on your website creates a crack in your fundable foundation, undermining the hard work you put into your grant proposals.

You can’t build a winning grant strategy on a weak narrative. The GrantReady Elevation Audit is a comprehensive 4-part assessment that analyzes your “Messaging and Story” from a funder’s perspective. We identify where your story is failing to connect and provide a clear, strategic roadmap to build the unshakeable credibility that wins grants.

Don’t let a poorly told story be the reason you’re overlooked.

(https://grantreadynow.com/website/contact) to schedule your free discovery call and find out how to make your story your greatest asset.

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Frequently Asked Questions (FAQ)

Q: What is the difference between our mission statement and our origin story?

A: Your mission statement is the what and why of your work, delivered in a clear, concise sentence (e.g., “Our mission is to provide…”). Your origin story is the how and who; it’s the compelling narrative that shows why your organization is uniquely qualified and trustworthy enough to achieve that mission.

Q: Should we really list our entire Board of Directors on the website?

A: Yes. At a minimum, you should list your board leadership (Chair, Treasurer, etc.), and ideally, your full board. Funders see a public, engaged, and professional board as a primary indicator of a healthy, well-governed, and low-risk organization.

Q: How long should our “About Us” page be?

A: It should be long enough to build trust but concise enough to be scannable. Use clear headings, short paragraphs, bullet points for accomplishments, and high-quality photos of your team. A funder should be able to get a complete picture of your credibility in 60 seconds or less.