Dumbo Feather
MEDIA, JOBS & RESOURCES for the COMMON GOOD
News  |  General

What’s the Go With Dot ngo?


Thursday, 22nd May 2014 at 11:57 am
Lina Caneva
Domain names may not be the most exciting part of digital marketing but the recent launch of the .ngo domain by Your Public Interest Registry (the owner of .org) is igniting conversation in the charity sector, writes digital marketing expert Richenda Vermeulen.

Thursday, 22nd May 2014
at 11:57 am
Lina Caneva


0 Comments


FREE SOCIAL
SECTOR NEWS

 Print
What’s the Go With Dot ngo?
Thursday, 22nd May 2014 at 11:57 am

Domain names may not be the most exciting part of digital marketing but the recent launch of the .ngo domain by Your Public Interest Registry (the owner of .org) is igniting conversation in the charity sector, writes digital marketing expert Richenda Vermeulen.

The .ngo domain is strictly for charities, and these charities must meet eligibility criteria to be awarded the domain.

But what makes that different to .org.au? Not much. However any organisation can currently purchase .org domains, meaning “.org” without the “.au” has zero clout in establishing credibility for charities.

The goal of .ngo is to increase credibility for online donors – which is a significant concern in the US market.  Additionally, .ngo domain holders are listed in an online portal which acts as global directory for causes.

 
ngo Domain.ngo domain holders are listed in an online portal which acts as global directory for causes.

In the portal, charities can customise profile pages, showcase their activities and collect donations. Your Public Interest Registry is saying this will revolutionise the way that NGOs around the world connect with each other, with new partners and potentially with donors as well. Although the portal will not take commission on donations, at this point it will be the e-commerce vehicle for donors.  

 

Face Africa

In the portal, charities can customise profile pages, showcase their activities and collect donations.

Benefits for Australian charities?

If you are a small charity, trying to reach a global audience, with limited budget the .ngo domain may be for you. It can help increase credibility and, if you struggle to get web traffic and online donations, the portal may also be an easy win if you are open to receiving international donations.

For larger international organisations .ngo could pose some internal debate as only one domain name per organisation is granted with no sub domains being issued (i.e., no availability of .ngo.au). The sole domain holder would also be the primary beneficiary of donations taken via the .ngo portal.

Additionally, donations taken via the .ngo portal do not give charities control over conversion optimisation outside of setting up their portal profile page. It is currently unclear how the portal will process international tax deductions and share donor information.

Premium domain names

There is also an ability to purchase premium domains like water.ngo and charity.ngo to give an edge over competitors. There are no restrictions (yet) on purchases of these domains, so savvy charities with large budgets could snap these up quickly.  Your Public Interest Registry claim that there are SEO benefits to the premium domain, however google engineers have disputed the benefits of top level domains (like .ngo).   

What should I do?

Start the conversation about .ngo and have a plan before the .ngo domain names are available from local domain providers in October. It may be as simple as purchasing the domain to re-direct to your website, or it may be a more robust way to take advantage of the new opportunity.

.ngo is still in the development and Your Public Interest Registry is interested in receiving feedback. I will be talking to the CEO next week, so if you have any questions feel free to ask them the comments below.

About the Author: Richenda Vermeulen is the Director of ntegrity, a Melbourne-based digital agency that empowers brands to become digital. Prior to ntegrity, Vermeulen spent a decade in the Not for Profit sector, launching social media at World Vision Australia and World Vision USA.

 


Lina Caneva  |  Editor  |  @ProBonoNews

Lina Caneva has been a journalist for more than 35 years. She was the editor of Pro Bono Australia News from when it was founded in 2000 until 2018.


Got a story to share?

Got a news tip or article idea for Pro Bono News? Or perhaps you would like to write an article and join a growing community of sector leaders sharing their thoughts and analysis with Pro Bono News readers?

Get in touch at news@probonoaustralia.com.au


Write a Reply or Comment

Your email address will not be published. Required fields are marked *



YOU MAY ALSO LIKE

Five ways Australian charities are embracing tech to fundraise

Maggie Coggan

Tuesday, 17th September 2019 at 8:41 am

Looking at the world through coffee-tinted glasses

Wendy Williams

Saturday, 14th September 2019 at 9:30 am

Six digital tools NFPs should be investing in

Mirjana Zagani

Tuesday, 10th September 2019 at 8:32 am

Retooling to win in the next decade

Janet Sernack

Tuesday, 20th August 2019 at 8:00 am

POPULAR

Disability royal commission faces boycott threat

Luke Michael

Monday, 16th September 2019 at 4:37 pm

Eight things you need to know about the future of legacy giving

Wendy Williams

Thursday, 12th September 2019 at 8:27 am

Disability pension pushing Indigenous Australians into poverty

Maggie Coggan

Wednesday, 18th September 2019 at 5:26 pm

Dumbo Feather
pba inverse logo
Subscribe Twitter Facebook
dumbofeather

Giveaway time! Simply enter your email for your chance to win a Limited Edition Gift Bundle from our friends at Dumbo Feather.

 Count me in 

You have Successfully Subscribed!