Non-profits, web communities, community organizations. The primary purpose of the site is to facilitate fundraising, but don't assume that I am targetting only charities, I'm not. I'm targetting nonprofits, there is a difference. A gun club is a nonprofit, but definitely not a charity. This is not a charity site, this is a site to help raise money for your organization, a church, boy scouts, a gun club, a school band, a community website, be that a community on sustainable living, or a community about tattoos, a political party, campaign, or action group. The point being, I don't want a logo with a bunch of people holding hands, it needs to be more universal than that.
The main feeling I want to convey is freedom. This site helps you with fundraising so you have the freedom to worry about running the other parts of your organization. Or money, in that this site will help you raise money so you can do more of whatever it is you do. Or membership support, this site will help your members support your organization more easily.