People donate to people. They volunteer for people. They may join for a ‘reason’ – but you’ll retain membership because of the people. Don’t limit your ‘About’ page to your non-profit mission. Use photos and talk about your people.
The response goes way up when you give people a ‘reason why’ you are asking for donations. And it is best when told in a story. As children, we were trained to listen to stories. When you are fundraising and asking people to donate, give them your ‘reason why’ in the form of a story.