When nonprofit organizations and other community-based outreaches take their rising fundraiser needs online, they'll partake in the same process that every business does: registering their domain name. Unfortunately, the secondary portion of an organization resides within the brand recognition portion of their business.
Below you'll find some nifty ideas to keep in mind when constructing your domain name and preparing to put it out there.
Name Your Deeds
While still in the conception stages of your organization, you'll need to sit down and name the organization with your overall offerings wrapped into the title and symbol; for example, we clearly know that the symbol for Red Cross means that aid is in their main offerings; we understand that United Way takes a community approach to assisting individuals and families in need with ‘hands'. By following the example when naming your deeds that other successful organizations have followed, you will clearly become a household name or, at least, one that is clearly defined when someone drives by your building and sees your signage.
If you offer food, perhaps a blooming plant would be appropriate for your symbol yet if you name your business without food-type verbiage, you'll probably get a lot less attention. Any domain name, and its ensuing branding strategy, have always been powerfully married to business formations.
Incorporate Powerful Touchstones
Once you've honed your identity through proper title and symbolism, it's time for the creation of a powerful touchstone, or standard, that can be both used as a tagline or as a creed that your organization follows. People should be able to identify, read, and immediately know the values of your organization through your touchstone. Larger corporations may have several touchstones depending on the products or services they offer and what customers can expect from their offerings.
Charitable organizations, no matter how many branches may exist, should stick with one powerful slogan that identifies their goals and approach so their name can become more entrenched throughout the community. Same, obviously, applies to their domain name since touchstone slogans will eventually become paramount for marketing purpose.
Don't Impose - Propose
Communities will not feel comfortable if you flood your name through television, periodicals, mailings or huge Sunday advertisements. Instead of being an organization that imposes their offerings or name throughout localities that may lack your service, take a propositional approach to offering your services so people know you care about the community and are offering a shield from some form of displacement, albeit employment, food, clothing or other assistances.
Taking a less ‘pushy' approach to building your organization will definitely keep you in the forefront of donor's minds, especially if you respond to the needs of others or offer your services with a gentle mannerism. When domain names have become too hard to brand, choose something close to what you offer.
Give To Other Organizations
When you gently give to other like-minded organizations, you do two very distinct acts simultaneously: first, you are helping someone out in need and supporting (instead of burying) another organization's efforts; two, you are putting your name out there as an entity that isn't afraid to put money out of their own pockets into the hands of another. When people see your aggressive approach to helping others, they'll be more apt to give to your cause and, equivocally, give aggressively to your association's benefit.
Final Thoughts
Building your domain name means more than aggressive advertising tactics, holding social functions and offering a plethora of services. In order to imbue your name into the minds of city officials, major donors and the people who need your services, you have to step outside your namesake to mobilize yourself throughout the community.
Remember-with an intuitively developed touchstone, your humble giving to other charities, properly naming and symbolizing your organization, you will definitely take little time in embedding your business and domain names across the community and, perhaps, the entire nation.
Roger Klawinksi is a writer and experienced domainer from Indiana. He recommends working with a broker from Afternic to scout out the best domain names for your online business. You can follow him on Google +.
