6 Tips to Take Bios From Boring to Brilliant

2. Introduce the folks who make your organization work on a daily basis, not just top leadership. Provide bios for your leadership (including board members), but go beyond that to incorporate bios of program, communications, fundraising and other key staff at the director or manager level if possible. Grassroots folks should be profiled too, if they’re the ones your supporters are most likely to meet. Don’t overlook them.

If your organization is huge, and it’s not feasible to feature all directors and managers, cycle their bios on your site. If your organization is very small, include bios for all staff members, since they are all so hands-on.

Here’s why:

• When I’m researching an organization I’m thinking of giving to the first time, one where I may volunteer, or a prospective client, I want to know who’s on the ground, not just who’s running the show.
• These are the folks that the media will want to source as experts in the field.
• Remember to link to bios via your Newsroom and Experts listings, as well as in your About Us/Leadership content.
• Plus, the perspectives and expertise of your organization’s directors and managers add up to a strong take on your organization’s culture, values and long-term planning.
• Sometimes showing it is just as (or more) important than saying it.
• Remember, different audiences will want to make connections at different levels. A prospective board member may limit his digging into senior management, but a prospective new organizational partner or hire is going to want to learn more about his possible colleagues-to-be.

Examples:

• The American Civil Liberties Union of Illinois shows its strength by featuring compelling bios of its senior and midlevel leadership.
• Longer versions of senior management and other key player bios should be offered as PDF downloads or as separate, high-profile pages like this warm intro to NARAL Pro-Choice America by its president, Ilyse Hogue.
• I like seeing the faces of the entire Watershed Agricultural Council team, but wish I could learn more about some of the team members. The single bio featured is that of the executive director.

3. Make bios clear, friendly and brief. Consider team bios the written equivalent of a conversation opener at a professional gathering, and make them brief and compelling. Otherwise, you’ll lose your reader in a flash: