what are the ways in which we can create first impressions for our customers?

[Graeme]

Take care to establish a voice that resonates with your audience. It's easy to get into autopilot when starting a site up, throwing up the standard pages with the standard pieces of blurb that could be from any number of sites.
If you want an audience to interact and to ultimately give you their attention, donations or volunteering time I think you've got to establish an overwhelming bond that will bring them back time and time again.