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Using different web domains
While your main web site should provide access to your entire organization’s purpose and activities, you may want to consider using separate web sites to promote special events or to market a particular ‘sub-brand’ to a unique market. The Association of Fundraising Professionals (AFP) maintains a site for its members at www.afpnet.org. However, it created a separate site for the public and press to help market National Philanthropy Day. The site (http://www.nationalphilanthropyday.org) contains links to events around the country that celebrate the day, quotes and tips about philanthropy. The Direct Marketing Association (www.the-dma.org) created two public web sites to help consumers. The consumer information site, (http://www.dmaconsumers.org) has a name that is certainly not very intuitive, but www.shopthenet.org – the site they use to promote online shopping among DMA members – is a much better name. Special domains are useful when your nonprofit wants to promote a portion of its product offerings to a special audience. In the cases above, these are professional organizations that created special sites for the public, not for their own members. These sites carry different design, navigation and content. Do not confuse the same audience with different sites. May 2004 | ||
