Unique and Specific Value Proposition
Your website should answer the why and how of your charity, explaining how your services and process provide value to the community. Your value proposition should address your mission, vision, purpose and goals. And it should be unique from other non-profits in the country so that you can differentiate your goals and impacts from other organisations.
Keeping this in mind you should write the contents in such a way that your unique value proposition looks prominent on your website and weaved throughout your content. Making sure that your content is targeted and relevant to the people you want to reach is critical to the success of your site.