Look at your Charity from the Reader’s POV
1. Matt has never heard of your organization.
2. Matt has no idea what you do.
3. Matt visits your lens.
4. Matt still has no idea what you do.
5. Matt leaves.
This sounds weird but it’s very common! Since you work for/started/run/love your organization, you know what you do. You know the day-to-day operations of your office. You know where monetary and in-kind donations are going. You know how needed your services are, and how many people depend on you each day.
But your readers don’t.
After visiting your lens, any prospect donor should be able to summarize who you are, what you do, stats about your organization, and at least one name of a real live person who works there. Try having a distant relative or friend view your lens. (Honest friends are best.) They should easily be able to tell you what’s missing.