Start with Google Analytics to see how many unique visitors you have, how they found you
What did they viewed, where they stayed the longest, and what content produced actions
Make your content easy to consume
Always offer RSS feeds in addition to various subscribe options. Make sure they are easy to find and use
Make your content ever changing
Be brave enough to blog, show responses, share viewpoints, and utilize forums. New information needs to be added daily or weekly by you and your community. Why do you think millions go to Facebook or Twitter by the minute
Make your site easy to find
Every NPO and those serving NPO’s should have a social web presence. Facebook, MySpace, LinkedIn, YouTube, Twitter and Flickr are your outposts linking back to the web site hub!