Audience Based Content
First of all, before writing a content you should always keep in mind that, contents should always be about what your audience wants to know, wants to read and might be looking for. Never priorities what you want to say, that comes later. Specially for non-profits websites, audience can only engage once they can connect to the cause through the contents. By determining your key audiences’ personas, you can create personalized content that is targeted and relevant to their interests or might interest them.
Your content is meant to answer their questions, educate them on the social topics, and address their plain points. Remember that you have more than one audience, and your website should have content that caters to each one. In addition to prospects, you should create website content that is geared towards other organisations and brands, keeping in mind whether if they want to sponsor or donate.