The Goal

Leave the Executive Team with an about page that boldly embodies their mission as Athletic Trainers Leveraging Activism for Social Transformation.

The About page is critical for a non-profit organization because viewers analyze it to determine the organization's mission, credibility, and impact, helping them decide whether to trust and support its cause. It serves as a key entry point for inspiring action, like donating or volunteering.

The Result

• The Executive team have a website they can proudly pitch to potential donors.

• The about page is organized in 4 sections, each with bold headlines.

• The about page captures the tone they wanted to have — revolutionary, empowering, confronting, inspiring, challenging, and hopeful.

• Viewers can clearly understand:

  • what this organization is about,

  • what their vision actually looks like,

  • how it started and evolved,

  • and how the viewers themselves can fit into the picture and get involved.