When it comes to writing an About Us page for your nonprofit, there are no steadfast rules. However, there are some essential guidelines that must be followed in order to remain consistent with your visitor’s expectations. But where do you even start? The About Us page is essential for the one thing that nonprofits need most: building trust. When visitors stumble upon your site, and your homepage piques their curiosity, they’re not ready to pull out their wallets and head to your donation page. They need time to understand you, your mission, and your purpose. Only after they have done their proper research, and learned to trust you, will they venture onto your donation page. Their first stop? About Us.