When designing a website, I look at the entire organization- not just what they ask for in a website. If you want effective marketing, it must reflect the organization and their goals, which sometimes are not the same as the ones they articulate.
This sometimes happens because they don’t know all the possibilities available. Mostly it’s because their expertise is in meeting their particular mission, not marketing. Marketing is often viewed as a ‘necessary evil’ and any money spent is done so reluctantly. Especially with non-profits.
Once they understand how marketing can elevate their presence, help them reach their goals, and effectively meet their mission, they are glad to have gone through the process and come out with a solid campaign, strategy, and/or product that will meet their needs for years to come.