Outcomes-based design
We're all very busy people, and you probably don't have time to be working away at pointless endeavours, so every piece of content you write needs to have a reason for being.
Think about what you're trying to achieve as an organisation. Does the content you're writing contribute to those aims? If not, why are you writing it?
You can have specific goals for your website if you want, but the website should be a tool to help you achieve your organisation's overall aims rather than bring about its own bureaucracy.
Finally, think about the specific outcome you want from an individual piece of content. Are you writing an email to potential donors? Your outcome will be related to the number of donations or the amount of money donated as a result of that email.
To convice people to donate however, you'll want people to open your email to begin with - that's another outcome. How will you get people to open your email? A persuasive subject line should be another specific outcome.
Thinking about your outcomes will help you focus your thinking and will help you plan, write and deploy better, more engaging and more effective content.
Useful links
Next: How will everyone get what they want?