The most basic elements to include are:

Your organization's name/logo,
mission,
contact info,
programs and services.

Here is a list of other possibilities:

Contact Information: Telephone, Fax, Email, Physical Address, Hours of Operation
Map/directions to physical location
Electronic version of brochure
Material that explains the context of the work presented
Reviews
Information that offers contextual information about your organization's pursuits
Sign-up form for mailing lists
Surveys Event information
Fund-raising letter
Press releases
Staff lists
Board of Directors lists
Volunteer programs/opportunities
Education program materials
Annual Report Newsletter
Sound files and/or video clips of events
Contests
Interactive Forms for feedback
Guestbooks

Here are some things to avoid:

Animated Gifs
Under construction signs
Using Acronyms
Navigation dead-ends
Busy backgrounds
Large graphics
Not using "Meta" tags
Advertisement laden "Free" web pages from commercial entities
Assuming that visitors are local - i.e. Include area code
Having a difficult web address - i.e. Case sensitive, hard to spell/remember address

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Getting Materials Ready