When it comes to charities people usually get pretty defensive, resorting generally to either irony or cynicism.
Usually this is because they suspect some sort of corruption at the root of these organizations.
Obviously, this is not the case. If someone wants to find a reputable charity it is not very hard to do so. But there should be a desire for it in the first place.
For example, Food For Life is a pretty reputable charity which tries to deliver food to the needy. The food itself is vegan so they have a big advantage, in that category, over other charities. So this risk factor, associated with meat eating, is out of the question.
Animal Welfare Fund also deserves a shout. They are very transparent in terms of what they do and how they do it. Concern themselves chiefly with animal rights and activities associated with this core idea.
It is not hard to find either of these two, provided you are okay with spending roughly 5 minutes looking them up.
But this is only possible because these two have been careful in the way they have set up their charities.
SEO & Target Audience
Whenever a person looks something up on the internet (mainly on Google) if your website is optimized (both in terms of on-page & off-page SEO) then your website will be prioritized over others with regards to its rank.
To make this happen you have to, at first, understand what it is that your target audience is generally searching for, what words they are using, how they are using them, etc.
SEO allows for individuals to come across your website when they are searching for relevant stuff, which in turn will allow you to grow your brand, its reputation and the organization as a whole.
Instrumentally, no matter how well-oiled your business is, if the SEO aspect of it is neglected that is precisely the fate your business will share, too: Neglect.
If you think that people coming across corrupt charities makes them more cynical with regard to charities in the main, then it is an additional incentive for you to manage this aspect of your business well.
On the one hand you can use the free Google Search Console tool to tell apart which keywords your visitors are using in order to get to your website.
On the other hand the tool will not be able to tell you which keywords to use. To do this you have to take into account the peculiarities of your users. For example: If your charity is based in Tbilisi, it is likely that the users will search for websites with their location as their background, or they will otherwise add the word "Tbilisi" or "Georgia" to the search words. Do not forget that users rarely search in full sentences, they usually mash few important words together. Setting up your main keywords in the manner is also preferable in general.
Free tools
The following online tools, recommended by FatBeehive, will help you develop your website which in turn will help you with optimization directly or indirectly
Pagespeed - Measures the speed of your app or the desktop variant. Provides you with recommendations and insights as to how to fix the glaring holes.
Google trends - Provides information on your keywords and phrases. How frequently they are used and which other keywords they are related to. In short, it will help you estimate whether using a certain keyword is worth it or not.
Keywordtool.io - Easy to use and quite handy. Will give you some ideas about the keywords to use.
Error 404
The quality of the servers impacts your website quite substantially. 
It is also a pretty good indicators as to what level of a website you are operating with. Maybe in this industry less so in others, but users tend to get pretty annoying at websites being down. They might, for example, think that it betrays a general incompetency on the part of the organization to allow for this to happen.
Broken links are problematic as well, which have an impact on your bounce rate (i.e how frequently and quickly visitors leave your website), which in turn affects your SEO.
You can address this with 301 permanent redirections when you are deleting a page or changing an URL. It is recommended you do not skip this step because it will create problems for you in the future.
GE
EN