The urge is very strong, as a nonprofit, to express your mission with as many words as possible, because you want to make sure that no words go unsaid. But when it comes to website content, you have to make your point with as little words as possible. People tend to shy away from reading long content, except if it's an interesting story. If you have long stories, you might want to create a stories section (possibly in your blog) and invite interested readers there. Your main website pages however, should get to the point - use the fewest amount of words to convey an accurate message. Since a picture can say a thousand words, you might want to use pictures in certain key places.
Even though your non-profit website's design is important, content is king. What it says, and how it says it, is key to converting mere visitors to donors/subscribers. When writing your content, always keep your audience in mind. Use terminology that will draw them in, and words and writing styles that they can identify with.
For every page of content, you should have a pre-determined set of keywords that characterize your page. In other words, keywords are words that would readily come to the mind of anyone looking for the kind of content you have on your page. This has several advantages.
-- First, it's search engine friendly. If search engines index your page, then anyone who searches for your keywords might find your page in search engine listings. For more information on search engine optimization, please contact us.
-- Secondly, it's people friendly. Chances are that people who visit your site and stay long enough to read your content, are familiar with your niche and can easily relate to certain keywords. If they are not, then they get to learn about your niche, and your keywords become "sticky" in their minds. Which means if they hear/read them again somewhere else, they could remember you. Only make sure to include a definition (at least once) for words that require it.
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It is beautiful!! So excited. Love your design!! " 
