you.ngo? What Others Are Saying

This is Part 2 in a three-part series about the new .ngo and .ong domains. To learn what those are, take a look at Part 1: “you.ngo? What are these new domains, anyway?


So we know that the .ngo domain is new, promises numerous benefits, and might look pretty great in a browser address bar following your organization’s name. But should we buy into the hype?

I’ve been watching what other blogs and organizations are saying and want to share some of the best analysis I’ve found on the subject so far.

Nonprofit Tech 4 Good

This well-known blog is excited about .ngo: ((They’re also listed as an “NGO Tool” by the OnGood network, so maybe take this with a grain of salt.))

This month the history of the philanthropic use of domains for websites, email communications, and online branding took an incredible leap forward that will impact the nonprofit sector for decades…

Their article, “4 Reasons Why Your Nonprofit Should Register .NGO and .ONG”, breaks down the advantages of the new top-level domains:

  1. Restricted to registered nonprofits
  2. Trustworthy (see #1)
  3. Protecting your brand and branding
  4. Get Listed in the OnGood directory.

501 Commons

The well-known-in-Seattle organization 501 Commons is similarly excited:

“I think the biggest benefit to securing your .ngo/.ong domain – aside from protecting your brand – is going to be inclusion in the OnGood directory,” Dave [Forrester, Director of Technology Consulting] says. “Grab your domain and redirect it to your .org domain for now and let’s see how this turns out. It’s better to be safe than sorry.”

NTEN

The always-excellent Nonprofit Technology Network also featured a blog post on the subject, pointing out that the adoption rate will determine the long-term success of the domain:

The new domains are intended to lend credibility to legitimate charities vying for attention and donations online. The eligibility standards and vetting process are designed to help donors know that the groups have met basic standards and are worthy of a donation. The more organizations that register an .NGO domain and join the OnGood community, the greater the opportunities for growing a larger donor base exist.

RoundTable Technology

I’m not familiar with this business, but I found Idealware—who I know and trust—linking to their post and liked what they had to say in “Should I Care? .ngo and .ong domains”:

We at RoundTable think you should care of if any of the following may apply to your organization:

  • You do a lot of work internationally, where the NGO and ONG acronyms are more recognizable
  • You have concerns about another organization registering yourname.ngo, perhaps diluting your brand, and you think $25-$50 a year is a small price to pay as insurance against this happening
  • You have an undesirable and/or unwieldy domain name currently and this is an opportunity to get more desirable domain name. As an example, ICANN made .nyc domains available in 2014 and RoundTable
  • Technology snatched up rtt.nyc because it’s handy in many respects to have a nice short domain name (go ahead and browse to www.rtt.nyc)
  • You think there may be value in being listed in the OnGood online directory of validated nonprofit organizations
  • You think grabbing a domain name like wr.ong or kingk.ong is just too tempting… ((I’d like to add some other ideas: bi.ngo. flami.ngo, pingp.ong. For a real-life—though rather disgraced—nonprofit: livestr.ong.))

What do you think?

Next week I’ll have my own thoughts to share, but for now, I want to know what do you think? Are you ready to go all in with Nonprofit Tech 4 Good or are you a wait-and-see-er with 501 Commons?

Have you found other good analyses of these new domains? If so, please share them in the comments!

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