Published June 25, 2011
In this age of corporate social responsibility, companies are increasingly separating their environmental and philanthropic efforts from their .com presence to a .org version of their primary domain name.
According to an article on AdAge by Lauren Price of .ORG, the Public Interest Registry; the trend of establishing a .org presence has a number of benefits, including building on search engine optimisation efforts, increasing web traffic, strengthening customer relationships and drawing attention to a company's efforts in the community.
A good example of a .org domain name being leveraged in these respects is Google.org; which the company promotes as a showcase and platform to show "Google's strengths in information and technology to build products and advocate for policies that address global challenges."
A company web site can be very large and the danger can be that any philanthropic and environmental efforts may wind up buried among the messages to sell a product or service. A .org representation can help consumers more quickly locate a company's position on various issues.
However, while a .org domain can be registered by anyone, for registrants of .com.au names, they may find it more challenging to register a .org.au equivalent.
Due to strict eligibility criteria in regard to domain names in Australia, a .org.au name can only be registered by "a charity operating in Australia, as defined in the registrant's constitution or other documents of incorporation." This means a company would need to establish and register a non-profit arm; but it's a process that may be of value in some circumstances due to additional benefits in relation to taxation - something best discussed with an accounting professional.
If that isn't a viable option, a .org domain name can be registered instead - and with .org names being snapped up, the small investment may be worthwhile considering as a pro-active measure, even if the name is never used.
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