Here is a link to follow to a post that will be useful in answering the questions:
- How can you make your website more engaging?
- How can you improve relevance?
- How can you offer marketing value?
Go to: http://buildingtherotarybrand.blogspot.co.nz/2015/06/effective-website.html#more
Now to answer your question ... why the monkey? What is its relevance?
The answer is nothing ... much like some Rotary websites. On second thoughts ... the monkey did capture your curiosity causing you to read this post.