If you are investing money in a website with a social justice purpose (do, please), you of course need to be thinking about getting people to your site.
Have you read The Gilbert Center's "Email Manifesto"? It is absolutely the best crystallization of the shape your online strategy should take: make your web presence personal + active. Specifically, spend some time and money on an email strategy. If you really have something that you want to get done with the web, you've got to digest this short essay.
"Stop obsessing about how many hits your web site gets and start counting how much email interaction you have with your stakeholders. Stop waiting for people to discover your web site, and start discovering their mailboxes."