One-Pager 101: The Ultimate Guide
This is the second post in One-Pager 101: The Ultimate Guide, a step-by-step series on how to create a compelling one-pager for any initiative—whether you’re running a business, leading a nonprofit, or planning an event. At The Riparian, we keep it high-yield and low-fluff because your time is better spent doing the work, not reading about it. Browse the full series here →

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Don’t Start the Puzzle Without the Pieces

Creating a one-pager feels a lot like putting together a puzzle—different pieces coming together to make a full picture. Cue the old “a picture is worth a thousand words” line, yada yada.

Things diverge a bit between an actual puzzle and a one-pager in how the pieces are presented to you. Puzzles come in a box with all the pieces prepared (and sometimes, if you’re lucky, a few still stuck together).

When it comes to one-pagers, you have to gather the pieces yourself… and figure out which ones you actually need. Maybe even create a few pieces by hand. Plus, you don’t have the photo on the puzzle box to refer to (to be even more meta, the one-pager you’re creating will become the ‘photo on the puzzle box’ of your initiative).

Sound overwhelming? Don’t worry, we’re going to make this as close to a cozy, Québécois vacation as possible. This post lays out my classic compiling strategies, from lists of typical sources to ways to brainstorm initiative-unique items. Ideally, with this framework in hand you’ll be able to gather what you need in sixty minutes or less.

Looking for the free Resource Gathering Download? Click here!

Nota bene: Initiative is my handy umbrella term for whatever your one-pager is about. Maybe it’s a program, a product, a campaign, or your whole business. Whatever you’re one-pager-ing, “initiative” is the catch-all that (hopefully) catches it all.

Why You Should Start Here

Trust me, this step is worth it. I always make sure to do this step thoroughly and thoughtfully, and here’s why:

1. No wheel reinvention. You probably already have most of this somewhere. Don’t waste your time rewriting your mission for the seventh time.
2. Mental refresh. Gathering this info helps you get reacquainted with what matters most. You’ll remember stats you forgot and rediscover that quote from a board member that still gives you goosebumps.
3. Clarity through context. When you look at everything at once, patterns start to emerge. What’s central? What’s missing? What’s the soul of this initiative?
4. Strategic flexibility. Not all one-pagers need the same content. A stat about website traffic might be gold for sponsors, while a student’s quote is better for donors. You’ll make smarter choices when you’ve got the full menu.
5. It sparks ideas. Our brains are wired to make connections. Viewing your info at a bird’s-eye view primes your brain for storytelling. One of the not-so-secrets of great storytelling is, well, knowing the story.
6. It saves time. Instead of getting an X-Acto knife and a piece of cardboard to painstakingly make puzzle pieces from scratch, you’re collecting pieces that already exist. Collecting is a lot faster than creating.

A Few Tips for the Process

• Don’t edit yet. Just collect. You’ll sort and trim in later steps.
• Set a time limit. 60–90 minutes is often enough for the first sweep.
• Think visually. Include photos, infographics, or event graphics—even if they’re just to jog your memory or spark layout ideas later.
• Use a folder or doc that you can easily update. This collection may evolve into a resource for other content too (landing pages, decks, proposals, etc.).
• Use my handy-dandy (free) worksheet and checklist. I turned this whole post into an editable PDF that walks you through the compile process step by step—checklist, brainstorm prompts, reflection questions, and all. Get it here!

What to Gather for Your One-Pager

This section includes sources I have found most useful when building effective one-pagers. Think of the lists below as a starting point for your own content brainstorming. They cover a wide range of materials—text, visuals, stats, and more—but your most compelling pieces might be unique to your specific initiative. 

Before diving in, take a few minutes to answer these quick questions:

What do I already have that explains this initiative well?

What do people often ask about this initiative—and how do I usually answer?

What moments, stats, or quotes have made me think, “Wow, that really shows why we matter”?

What messaging have we used before that clearly resonated?

What visuals, photos, or events come to mind when I think about this project?

What do I wish more people understood about this initiative?

Write down any ideas these spark. Then, browse the lists below to round out your one-pager toolkit and fill in any gaps.

Core information:

• Initiative titles and descriptions
• Mission, vision, and values documents
• Key goals or strategic priorities from leadership summits, quartely or annual reports, or core organizational documents
• Calls to action you’ve used before
• Your contact details and URLs

Messaging and copy:

• Ad copy or taglines
• Previous one-pagers, brochures, or blurbs
• Social media bios or About Us sections
• Email intros or newsletter blurbs that explain what you do
• Website copy for your organization, donation information, product info, this initiative, etc.

Visuals and branding:

• Brand guidelines
• Logo files
• Fonts and color palettes
• Past design assets (flyers, graphics, headers, etc.)

Stats and proof points:

• Participation numbers, years in operation, outcomes achieved (more on brainstorming stats below!)
• Impact metrics, testimonials, or quotes
• Any relevant press, awards, or recognitions

Bonus tip: As you’re going through your files, go ahead and jot down anything that’s MIA or might need to be created from scratch. It’s easy to forget when you’re processing so much data at once!

You might not use everything, but having it in front of you sets the stage for real clarity.

Free Resource Gathering Guide

Where to Look for High-Impact Resources

Knowing what to gather is really helpful, but sometimes it can feel overwhelming to locate such a wide variety of content. Here are the places I usually start:

• Your internal folders and shared drives – Yes, even the ones labeled “final_FINAL_v2.” Dig through your Google Drive, Dropbox, or SharePoint. You might find slide decks, data sheets, proposal drafts, or forgotten visuals that deserve a second life.
• Annual/quarterly/board reports – Packed with impact stats, program highlights, and those mission-y phrases someone already spent time crafting.
• Your website – The front end gives you pre-approved messaging; the back end might have forgotten photo folders, PDFs, slide decks, or blog drafts with hidden gems.
• Web analytics – Google Analytics, YouTube views, Facebook or Instagram engagement—your digital platforms can be treasure troves of compelling data. Look for info, numbers, or comments that show reach, interest, growth, or community connection.
• Social media – Captions, photo carousels, comment threads—sometimes the best copy is already out in the wild.
• Newsletters and email campaigns – You may already be explaining your initiative clearly in your outreach. Steal from yourself.
• Your people – Ask coworkers, volunteers, board members, and partners if they’ve got useful nuggets. Be specific. Say: “Hey, do you have any stats, quotes, testimonials, or photos from [this initiative or a similar one]?” You might uncover something you didn’t know or a new angle for your digging. Plus, people love being asked for their opinion. Don’t be scared to throw in a “What would you want someone to know about this initiative?” or “What’s special to you personally about this initiative?” 

Have a pile of stuff and feeling too overwhelmed to deal with it yourself? Send it on over—I offer one-time consults to help you sort through the mess and find what’s actually useful. Or, if you’d rather tag out completely, I also offer full one-pager services from start to finish. Work with me→

Brainstorming Strategies for Finding Compelling Statistics

Numbers aren’t just for grant reports and board decks—they’re one of your most powerful storytelling tools. Because they’re both proof and story, they lend credibility to your cause and build your narrative. But, they can also be intimidating. What does make a compelling number? How do you find the right data for the right moment? Will adding numbers only make people tune out?

Not to fear! Here are a few ways to brainstorm stats that actually work for your one-pager. I find coming at things from a few different angles can really simplify the process and help you get clear on what matters.

High- vs. Low-level Stats

High-level stats show the scope of your work:

“Over 10,000 participants served since 2018”

“92% of attendees said they felt more connected to their community”

Low-level stats show personal impact and momentum:

“75 students completed our 6-week course this spring”

“We received 200+ survey responses in under 3 days”

Think of high-level stats as your aerial view, and low-level stats as your boots-on-the-ground detail. You need both. One builds trust and impresses, the other builds connection and understanding.

Time-based Stats

Try to think about potential stats from both a long-term and short-term perspective. Milestones that stretch across years can show high-level impact and growth over time, while short bursts of recent activity can show relevance or urgency. Both help tell a story.

“We’ve served 20,000 customers since launching in 2015”

“150 new users signed up last week after our webinar”

Use this “time lens” to brainstorm stats that communicate your scale, momentum, and relevance.

External Stats

Sometimes the most compelling case for your work comes from the world around you. Stats from inside your organization are crucial—but pulling in supporting data from outside can strengthen your message and show that you’re part of a bigger picture.

Try looking for:

• National or regional trends that reinforce the urgency or relevance of your work
• Industry trends that highlight growing demand or changing needs in your field
• Customer, community, or demographic data that shows who you serve and why it matters
• Market research or funding trends that validate your approach or product
• News coverage, articles, or studies that highlight gaps your initiative fills
• Benchmarks or comparisons that help show your value or impact in context

More Stat Ideas

Here are a few more lenses through which you can view your statistical data. Depending on your initiative, one of these lenses might lead to a stat that is really powerful!

• Location: Where is your impact happening?“Served 12 rural counties across the Southeast.”
• Engagement and Behavior: What are people doing? “30% of workshop attendees signed up for ongoing support services.”
• Value and Return on Investment (ROI): What value are people getting? “Saves users an estimated 10 hours per week.”
• Satisfaction: What do people think about your initiative? “100% of participants said they’d recommend the program to a friend.”
• Process or Output: What have you produced or delivered? “Published 18 articles in the last year.”
• Size: Is a larger number or a smaller number more effective here? “Reached 1,200 community members through free weekend events or trained 12 local leaders to launch their own initiatives.”

Bonus tip: If you don’t have any stats yet, consider small wins you’ve already achieved, testimonials or case studies you have, or your projected impact.

What to Do With What You’ve Found

Congrats! You just scaled Puzzle Piece Mountain. Now it’s time to get on your bike and coast down. Take advantage of that momentum by doing a few quick exercises. They’ll help you clarify what’s most compelling, capture new ideas while they’re still percolating, and lay the groundwork for strong messaging in the upcoming steps.

1. Identify your top five

Look back through everything you’ve gathered—quotes, stats, images, phrases, blurbs—and pick your top 5. What feels the strongest? What stands out emotionally? What seems like it’ll definitely make the cut? You don’t have to be right, just go with your first reactions. These picks give you a sense of your core message before you even start writing.

2. Inventory your reflections

Did any new ideas surface while compiling? Jot down anything that popped up, even if it feels half-baked:

• What surprised you as you gathered everything?
• Did a new story thread start to come into focus?
• Was anything off, outdated, or due for a refresh?
• Did a fresh way to frame your message emerge?

3. Insert your ideas

Don’t think too hard about this, just take a first stab at clarity by filling in the blanks:

This one-pager is about ___________.
It’s for ___________,
and the goal is to ___________.

Want somewhere to write all this down? Click here for the free companion worksheet!

What’s Up Next

Now that you’ve taken the time to lay out the puzzle pieces, the next steps will come together much more easily. You may not see the final one-pager in your mind yet, but your ideas are starting to coalesce. In puzzle talk, you’re grouping all the red pieces together, even if you don’t realize they form a mailbox yet. Nice work!

Next up we’ll dig into audience clarity in One-Pager 101: How to Identify Your Target Audience (Step 2: Crowd). I’ll lead you through a step-by-step process that will get you laser-focused on the right people for your initiative.

Got questions or “Aha!” moments from this step? Drop them in the comments—I’d love to hear from you!

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