By focusing on the visitors experience, web designers can make sure the visitor searches and navigates the site to find the aspects of the organization that interest that visitor the most. If your organization helps different organizations fight for their rights, it would be good to separate parts of your site that address issues that differ from hunting activist rights vs. animal activist rights.
Expanding the image of the organization and reaching more prospects can be part of the webs design. Having content that peaks the interest of the visitor enough to have the visitor return will generate more opportunity to receive donations. Keeping the site up to date and reaching back out to the visitors can keep the visitor in touch with the topic and keep them emotionally involved.