Websites and weblogs are TOOLS for communicating something specific to a broader audience. Whether it's educating folks on the dangers of global warming, recruiting volunteers to teach summer school, or signing up kids for camp, websites are VEHICLES for reaching an audience and getting stuff done.
I know, I know, you know already know this but when was the last time you actually evaluated the performance of your website? How do you know your website actually works?
Here's your homework:
1. Write a paragraph outlining what you want your website to do. For example, facilitate online donations, recruit volunteers, educate law makers, etc.
2. Go to Google Analytics and attach it to your site. (It's FREE!)
3. Pick one or two metrics (at most) and begin tracking them once a week. For example, take note of where your traffic comes from and/or check out what content folks actually read.
4. Commit to making one or two changes based on what you learn. For example, reach out to your "referring partners" and thank them for linking to you and/or put your best content on the home page of your site.