Content that is relevant is relevant because it meets the viewer where they are not where you expect them to be.
Does what I am viewing look outdated? Does it look cheap? Does it look like someone has spent time and energy on maintaining its appearance?
The purpose of Design — wherever it’s found — is to create a solution that matches the problems, priorities, and worldview of an intended audience. Which means Design can be found wherever: in the way we order at our favorite local spot, how the meal is delivered to us, our morning routine, and even our relationships.
Good design means you care. Here's what we mean...
If one of the primary focuses and competitive advantages (and simply right way to do things) is delighting those you serve - then we must be focused on design. Because delight is in the details.
Folks on the non-profit front lines were caring, compassion, skilled, determined, resourceful, and wise, but most of them lacked an appreciation for how much design matters. They generally believed that their mission was so important (and it is), that folks would notice and help. And to some degree that was true, but never true enough to really extend the reach of that non-profit's realm of influence.
“Does my web presence pass the differentiation test?” Give them compelling reasons to set you apart in their memory of who could potentially meet their needs.