When we use stories, we’re illustrating a connection with our audience. We’re making the theoretical more tangible. We’re pulling at heartstrings and engaging in a way that is moving and visceral. So, in the story section of your page, make sure you are not only describing your mission, but that you’re describing what your cause has already done to make a difference. Use case studies, talk about individuals you’ve helped, success stories, and dig into issues you’re hoping to solve.
Length is also something to pay attention to. Nobody wants to read a full novel, but one paragraph isn’t enough to paint the picture. We’ve found anywhere from 550-650 words is usually a great place to start and allows a detailed, yet succinct enough, story section.