Offer 100+ Pages that Feature One Narrow Topic Per Page

Here's a little-known secret of Search Engine Optimization: Successful internet advocates do not rely on their home page as the main entrance to their website. Instead, most of the successful advocacy websites feature more than 100 pages that act as separate entrances.

My own non-profit website, CharityGuide.org, offers a good example: Less than 5% of our visitors arrive initially at our home page. Instead, the vast majority of our visitors are referred by a search engine to a topic-specific page deep within our website.

For instance, when a Google user searches for information on clothing donation, Google doesn't refer that searcher to Charity Guide's home page. Instead, Google refers the searcher to Charity Guide's most relevant page on clothing donation:

http://charityguide.org/volunteer/fifteen/clothesshoes.htm

In Charity Guide's case, the Clothing Donation page is just one of more than 500 entrances to our website, which includes individual service projects, directories, and press releases.

So, find a similar way to create hundreds of pages at your website, with each page focused on just one narrow topic.

At first, it may not be clear to you how your cause could be split into hundreds of narrow topics. But it can.

For instance, imagine an advocacy website that supports music education in high schools. How could that website have 100 or more topic-specific pages, each optimized for a keyphrase that captures the public's imagination?

Easy. For instance:

If you profile a few members of each major symphony orchestra in the United States, examining how music education enriched their lives, you could use that as an opportunity to optimize a webpage for the name of each of the symphony orchestras.
Or, if you profile semi-popular jazz, opera, and classical musicians, you could use that as an opportunity to optimize a webpage for each of the musicians' names.
Or, if you profile alumni of college music programs, you could use that as an opportunity to optimize a webpage for each of the music program names.
Or, you could create and promote a self-serve directory where music teachers who offer private lessons could post their own profiles. (When considered in isolation, none of these individual profile pages would get a lot of traffic, but in aggregate, a few visits per week to thousands of music teacher profiles would generate a lot of site traffic that could also be exposed to your perspective on music education in high schools.
And so on.

Each narrow topic should be translated into a keyphrase that gets repeated several times, early and often, throughout the topic page.

Pros & Cons

Translate Topics Into Keyphrases that Attract
At Least Moderate Search Activity