A major way that search engines will rank your charity's website is by the number of sites that link to it. It's not just the number of incoming links that matters, but their relevance (whether the site covers a related topic) and importance (a link from a well-respected site, such as the BBC, is worth more).
The first thing to do is research who is already linking to your charity's website. Go to Yahoo and type in 'linkdomain:yoururl.com' to find this out. The list provided is not comprehensive, but should help you understand who is linking to you at the moment.
Yahoo lets you download this information as a TSV file; do this for each page of the search results. Six months after doing SEO work, run the query again and download the new results to see if there has been an improvement.
When websites link to you, they usually highlight your organisation's name as the link eg. SCA Group. The words SCA Group get highlighted because they are between the HTML anchor tags. The highlighted words are known as anchor text.
Although this type of link is useful, it's even better if sites use some of your important keywords within the link. For example, it helps SCA Group more if I say 'health and social care service provider SCA Group', as their website is now associated with the keywords 'health', 'social', 'care', 'service' and 'provider' as well. Ask webmasters from other sites to use anchor text that includes some of your charity's important keywords.
There are various steps you can take to increase the number of incoming links, such as creating a links page and adding your charity's website to directories. These steps are described on the next two pages.