Content is king.  It has been and always will be.  Yes, it probably makes sense to invest in the tools that are being sold out there that will help your site rank higher in the search engine.  But like anything, these tools require work.  So, with that said, why not just take the time to populate your site with valuable, helpful content.  It doesn't matter if you are a business selling product or a non profit organization.  Web surfers can always use information that will help them lead more productive lives.