We did a quick spin through a bunch of organizations, and found that many (including ours) do nothing to enhance how their organization is listed. And you do have some control over that.
Here's some examples from those that have maximized their listing:
Mother Jones - Smart, Fearless Journalism
Planned Parenthood - Sexual & Reproductive Health - Sex Education
American Red Cross - Disaster Relief, CPR Certification, Donate Blood
Mercy Corps - Be the Change
Nature Conservancy - Protecting Nature, Preserving Life
Discovery Channel - Science, History, Space, Tech, Sharks, News...
Some are meant to inspire. Some are more practical. It's just a tiny touch, but every little touch helps build a larger brand and define a greater sense of purpose -- in this case before they even click through to your site.
Every little thing matters.
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