DOMAIN NAME SELECTION AND ONLINE PROMOTION

The selection and registration of a domain name is an excellent step in the right direction for marketing an organization. Having a concise, easily remembered domain both establishes a place on the Web and increases credibility for any organization, especially a nonprofit. After the domain has been registered and the Web page designed, the next step involves communicating on a regular basis with your stakeholders. This is best achieved through email newsletters, listservs and other forms of electronic communication. This article provides tips and suggestions for creating a presence online that will both inform current members and supporters and attract new members and volunteers.

Selecting a Domain name
A domain name is a location; a virtual address for visitors on the web. Selecting a domain name can be frustrating as your first choice may already be taken. With creativity and the ideas presented in this article, choosing an identity on the Web is easier than it seems. The following table presents the preferred practices of picking a name:

In sum, a domain name should be personalized, somewhat unique and easy to remember. It is imperative that once a site is developed that the Web address be placed on all business cards, letterhead, brochures and all other published works for maximum visibility.

Online Promotion via E-mail
Similarly with a domain name comes an email address - an important factor for effective communication and marketing. It is imperative that any e-mail sent serves as a gateway to further reference - the Web site. E-mail provides inexpensive and timely communication especially on short notice. Additionally, free e-mail is available for anyone with a computer and Internet connection. The following are tips for effective e-mail communication:

• Include the name of the organization's Web site and e-mail address at the bottom of every email
• Keep all e-mail concise, lead the reader to the Web site for further information
• Include hyperlinks if appropriate
• Learn to send emails using CC: and BCC: commands
• Set up mail client software to filter unwanted e-mails (a.k.a. spam or junk mail)
• When sending out newsletters or press releases, send out a test email to a colleague or friend to proofread
• Create an address book and ask colleagues, clients, interested volunteers and anyone else for an e-mail address, request permission to distribute newsletters or important information
• Save large attachments for separate e-mails, or better yet, upload any large files to the Web server in a private or temporary folder to allow the user to download at their convenience
• Write descriptive, compelling but short subject lines. Never send e-mail without a title
• Provide quality information within an email, if sending an email with controversial or negative connotation, consider waiting to send the message - many e-mails cannot be retracted
• E-mail is not always confidential - do not send any email you would not put on a post card. If confidential messages must be exchanged, consider using encryption software such as PGP

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