Bios That Build Trust: The Secret to Real Donor Relationships
Let’s be honest—most nonprofit bios read like they were copied and pasted from a dusty HR file. Stiff. Safe. Sterile. And worst of all? Forgettable.
But here’s the thing: donors don’t leave legacies to titles and job descriptions. They leave them to people. Real people. The kind who share a little bit of themselves, tell a good story, and give others a reason to connect.
That’s why your planned giving website needs more than just names and credentials. It needs personality. It needs warmth. And yes, it needs bios that actually sound human.
A good bio builds trust. It opens the door to a relationship before you’ve even picked up the phone. And in fundraising, that’s half the battle won because donors flock to reliability and predictability.
So let’s ditch the robotic intros and start telling stories that donors will remember. (Related: 100 questions to ask donors — PDF Download)
Here are a few tips to get started:
- Include biographies on your website (on the “Who We Are” or “Our Staff” page)
- Place them in print pieces (e.g. an “About the Author” blurb).
- Consider using a little humor
- List education and professional accomplishments
- List any professional memberships
- Include a personal statement (“I joined MySchoolsCharity.Com to help alumni make a difference!”)
- Relate something fun about you (“Regardless of the season, Lisa enjoys photographing wildlife at the National Seashore”)
- Help donors see you in a company context (“When you call our office number, Vanessa’s will be the first voice you hear.”)
- Use the staff member’s first name in the body of the bio to make it sound warmer.
- Be written in third person (not first)
- Include a professional headshot
- Include a link to your LinkedIn profile.
The biography should NOT:
- Be the size of War and Peace. Keep it brief, ideally under 150 words. In fact, shorter is often better. If a donor has to scroll more than once, you’ve probably said too much.
- Include links to personal social media accounts, unless those platforms are used strictly for mission-related purposes. For example, it’s fine to link to an Instagram account that showcases your nonprofit’s outreach events—but skip the one filled with vacation selfies and latte art.
- Include a photo of you in a bathing suit, at the gym, or on a pub crawl with your pals. It may sound obvious, but you’d be surprised how often this mistake is made. Keep your image professional, even if your tone is friendly.
- Mention political views—unless they are directly connected to your mission. In most cases, politics will only serve to distract from your message and polarize your audience.
Now that we’ve covered what not to include, let’s go one step further.
Keep Your Audience—and Your Mission—in Mind
Too often, nonprofit bios end up sounding like stale corporate resumes. This happens when organizations confuse professionalism with personality suppression. But donors don’t want to give to faceless institutions. They give to people they feel connected to—people they like, trust, and understand.
Therefore, a little personality goes a long way. Injecting subtle humor, a heartfelt anecdote, or a line about your dog named Bark Twain gives readers something to remember. If you’re the Director of Major Gifts and also a hobby beekeeper, say so. That small detail might be the conversation starter that makes a prospect reach out.
Moreover, consider what tone aligns best with your mission. If your nonprofit supports literacy in underserved communities, warmth and relatability are key. If you’re raising funds for a classical music conservatory, sophistication and elegance might be more appropriate. The right tone reinforces the right message.
Structure Matters, Too
A well-structured bio has a rhythm. It usually starts with your name, title, and professional role. Then, it moves into credentials—education, experience, affiliations. Finally, it ends with a personal touch. Here’s a quick formula:
- Who you are professionally.
- What you’ve done.
- Why you care.
- Who you are as a person.
This format keeps the bio digestible while making sure no key information is left out. Remember, just like any good story, a bio should have a beginning, middle, and end.
Finally: Make It Easy to Connect
Although we advise against linking to all your social media platforms, do include your LinkedIn profile. It’s the one place where a donor or colleague can dig deeper into your professional life without wading through your personal one. Better yet, it signals transparency.
Also, make sure your biography includes an email address or a contact form link if appropriate. After all, you’re not just trying to impress donors—you’re inviting them into a conversation.
Bottom Line?
Your biography is not a checklist item. It’s an invitation. It’s one of the most cost-effective, underutilized tools in your relationship-building arsenal. Make it count.
And don’t worry—this is just Part I. In the next post, we’ll dive deeper into storytelling strategies that help your whole team move from grey flannel suits to unforgettable personalities.
Watch this space for Part II.
