7 Hero Message Styles to Inspire Your Non-Profit's Messaging

Sometimes called headline or featured message… A website’s hero message—a brief, powerful statement capturing its core purpose—comes in various styles. 

After analyzing 163 nonprofit websites, we identified seven common hero message approaches:

Each approach reflects how nonprofits connect with their audiences and communicate their mission.

CTA-Centric Hero Message

With 12% of sites using a Call-to-Action (CTA)-centric hero message these folks cut straight to the chase, inviting users to donate, sign up, or participate. These messages focus on results and make it clear how a visitor can help immediately.

Why it Works

A strong CTA makes your audience feel empowered and guides them toward meaningful engagement. When paired with a brief explanation of how their action directly improves lives or advances the cause, it creates an irresistible combination of urgency and clarity. This approach connects the audience emotionally to the mission and makes their contribution feel significant and meaningful.

Charity Water

This is probably one of the best executions of the Action or CTA-Centric hero message. They actually state their mission and that your donation will help fund clean water projects around the world.

The Humane League

This is an interesting take on the Action-Centric hero message the donation match or donation multiplier. This is where non-profits will offer to 2x, 3x, or the most was to multiply your donation by up to 18x for the holiday.

The Humane League had an interesting approach where they did a slider that asked for the donation with a match, and the next slide featured an update on the recent global win for hen care worldwide. A very intentional touch to remind users that they are getting results.

American Kidney Fund

It has a nice big message and exposed donation form - letting visitors know that they can make 3x the impact, but they bury the lead a bit. They could have framed it from the visitor's point of view. For example:

Give Today, Help Three Times as Many Kidney Patients!

Because you don't find out until the end of the subheader that you learn, "All donations made today will be matched 3x." It might not seem that dramatic, but people scan more and more and read less and less if they believe the text applies to them. It's hard to say if a typical visitor thinks in terms of impact (Non-profits do), but who doesn't want to help a person?

Goal-Centric

Only 7% of sites were using Goal-Centric hero messages. This was surprising given how nice it is to show you have intention and are focused on a destination. The only general comment on this approach is that it is helpful to contextualize what your goal means from a numerical sense. Adding a number gives a sense of scale but again shows you understand the challenge. 

Why It Works

Clear goals convey vision and accountability. Audiences are drawn to organizations with tangible ambitions.

Anita B

Anita B lays out what they're doing, but it could be improved with some numerical goals.

Elton John AIDS Foundation

Elton John AIDS Foundation has some great clarity of what they want to accomplish, but could also benefit from what this would mean in terms of numbers. For example, a cursory Google show that if they could achieve their ambition Goal of "Ending AIDS for All" - Globally this would change the lives of some 40 million people and their family and loved ones. 1.4 million babies, children and teens…etc.

Housing Forward

A lot of these goal-centric hero messages are the same. Ending homelessness is great, but they specifically serve the Chicago western suburbs. So you could be more specific. According to 2023 data there are 68,440 people experiencing homelessness in the Chicagoland area.

Organizational-Centric

With 18% using this style, it seemed to make sense that organizations would produce copy focusing on themselves. That's not a dig just human nature - it's natural to orient things around one's self. And it is direct. Sometimes, that wins. Organizational-centric messages focus on a mix of three things:

• The org's name
• What the organization does
• Who they serve

Why It Works

This no-frills approach is straightforward and credible. While it could leave some feeling uninspired, there is something reassuring about speaking plainly about what your role is in the work.

Immigration Advocates Network

Simply state who they are and what they do.

Invisible Children

Does something similar - they just state their name, what they do and to what end.

Equal Rights Advocates

Leaves their name out of the equation and just focus on what they do. 

Problem-Centric

Problem-centric hero messages, as the name suggests, seem to frame the problem or issue that a non-profit has working to address and to show their audience how critical the work is.  With only 4% using this style, it was a bit of a surprise because when you frame the problem, it underscores how important the organization is and how badly their work is needed.

Why It Works

By presenting the problem first, you tap into your audience’s emotions and make the need for action crystal clear.

Action Against Hunger

Had a bit of a hybrid approach. They frame the problem visually with a horrific image and state what they are tasked with "Responding to Crises in Gaza, Lebanon and Sudan" followed by a Donate CTA.  If you weren't sure what they did before you got here it is crystal clear.  

Doctors Without Borders

Also does a hybrid approach and talks about the fallout from a Russian strike in Ukraine before asking users to "Support Our Work".

The Sentencing Project

Explains that 4 million are denied the right to vote due to felony convictions. 

Promotional-Centric

Non-profits using this approach ditched the hero message altogether in favor of spotlighting a campaign, announcement, article, or event. Sometimes, using a carousel-style slider or sometimes just a static, stand-alone message of something that the organization wants to get out.

It was disappointing to see 18% of sites using this approach because the messages, as important as they might be, they tend to become distractions to the user and most likely get ignored.

Why It Works (or Doesn't)

While this may make your homepage feel fresh and relevant to your leadership and internal team members. It can also feel like your marketing team forgot what the purpose of your website is. If not carefully considered and executed, your need to promote might confuse visitors about your core mission.

Think of it like cutting into someone’s conversation to say, “Look at this instead!” If your promotional content doesn’t resonate with the audience’s intent or expectations, it risks feeling intrusive rather than inspiring.

Anti-Defamation League (ADL)

The ADL is highlighting what sounds like an amazing event they hosted called "In Concert Against Hate," with Ben Stiller, Sia, and Eden Golan providing some entertainment.

Forefront

Their hero space promotes thought leadership articles, but the execution raises questions—do these articles truly engage users or drive membership? A clearer connection to their audience’s needs might enhance effectiveness.

The Chicago Council on Global Affairs

Feature their "Global Leadership Awards Dinner" which may be a prestigious event, but without clarity on their broader purpose, it risks leaving users unfamiliar with their work what it is they actually do.

Inspirational-Centric

With 33% of Non-Profits using this style this was the most popular. These inspirational messages are short, punchy, and provocative. However, they can veer off into being too vague, clever, or generic, and the end result can be that they miss the mark.

Why It Works

Done well, these statements light a fire. They spark excitement, channel passion, and inspire action. The best examples pair emotional appeal with just enough clarity to guide the audience toward understanding—and engaging with—the cause. Specificity is the secret ingredient that makes an inspirational statement land.

Children's Rights

Pairs nice visuals with their inspirational hero message "Children's rights are human rights".

ACLU

3 simple words - "Together, we fight." And they follow it up with a subheading that provides some additional clarity if there was any confusion.

Advocates for Youth

Uses a hero message that is short and quipy "Our bodies. Our lives. Our movement."

Inspirational-Centric: When It Misses

These inspirational messages are short and punchy but very broad that it is hard to connect the dots.  If your nonprofit leans into an inspirational approach, remember that clarity is your best friend.

Tie your bold statement to tangible actions or goals. Your audience should feel not just inspired but compelled to take the next step, confident in their understanding of your mission.

United We Dream

“When we say we’re here to stay, we mean it.” Inspirational, yes, but with a carousel that shifts messages too quickly, viewers might struggle to absorb the core message or its implications.

Chan Zuckerberg Initiative

“Building a Future for Everyone.” Ambitious and uplifting, but without specifics, audiences might be left wondering, How? What future?

Birmingham Promise

“Keep Moving Ahead.” It’s motivational, but the lack of context begs the question: Moving ahead toward what? And for whom? The hero image and buttons provide a hint, but it's best not to leave users feeling like they're solving a mystery. 

User-Centric: Speak Directly to Your Audience

It was unfortunate that only 2% of sites used this stye because it demonstrates that you understand your audience and their needs. Speak directly to your audience's needs, goals, or aspirations to create an immediate connection and motivate action.

Why It Works

Messages tailored to your audience show you understand their priorities. When paired with clear, actionable steps, they build trust and inspire engagement.

Planned Parenthood

Planned Parenthood gets right to the point to allow users to "Book an Appointment" for STD testing, birth control, abortion, or anything else they provide.

Damien Center

A straightforward and empowering prompt: "Become a patient."

Facing History

Leads with "Get teaching resources for US elections".

Finding Your Hero Voice

The right hero message depends on your mission and audience. When crafting yours, ask:

• Does this inspire action for someone who is unfamiliar with us or our work?
• Could it help someone instantly understand our purpose?
• Is the language simple and free of industry jargon?

If the answer to even one of those questions is no - you need to rethink it. Your hero message is more than just words; it’s an invitation to join your cause. Let it be bold, clear, and memorable.