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The impact of the expanding web on charities

The impact of the expanding web on charities

The Internet as we know it is currently growing and changing with the release of more than 1,400+ new generic top level domains (gTLDs) including .london, .ngo, and .coke. For charities, this presents a great opportunity to increase their online presence.

Whether you’re looking to attract more donors, increase SEO or interact with similar charities from around the globe, Brian Cute, CEO of Public Interest Registry, the non-profit operators of the .org domain name and soon-to-come .ngo domain, shares how charities and not-for-profit organisations can take advantage of all the opportunities this new age of the web presents.


1. Your organisation’s website still matters

Websites will continue to be the anchor of any organisation’s online presence while search, social media and mobile apps compliment and support websites. A recent study run by Public Interest Registry found that 81% of web users consider an organisation’s website to be the most reliable source of information, with 60% considering Twitter the least reliable.

This validates the need for a website, and charities need to understand how the Internet is changing in order to make sure they can effectively use their websites to expand their visibility and properly communicate their missions.

2. Connect with the community

Through three years of research across the globe, Public Interest Registry found that non-governmental organisations are looking for the ability to connect other members of the community including other NGOs, volunteers and donors. By connecting with charities that are similar in size or mission, charitable organisations are able to share best practices in order to help advance their missions. Social media sites are one way that charities can interact with volunteers and with donors.

Recognising this, Public Interest Registry has also created a portal for .ngo websites that has a searchable directory and dedicated profile pages giving charities higher visibility, and allowing them to be found by other charities and donors alike. As an added bonus donors will be able to donate to the charity straight from the profile page.

3. Highlight your differences

While common causes unite charities, each organisation has a unique mission that sets it apart. Be proud of what makes your charity distinctive and make sure your website and social media platforms stay true to your identity. An effective way of doing this is with a validated domain name that gives your brand trust and credibility, especially a domain name that accurately describes what you stand for.

4. Attract donations

The Internet has made it easier than ever for charities to collect donations, but it’s still important that potential donors feel they are supporting an organisation they can trust. They need to be educated on what your charity does and what it stands for. A reliable, open and verified web presence will make your charity more attractive when conducting fundraising.


Brian Cute

Brian Cute, CEO of Public Interest Registry

Brian Cute assumed this leadership position as CEO of Public Interest Registry in 2011, backed by more than 13 years of experience in the Internet and communications industry. Prior to joining Public Interest Registry, he served as Vice President of discovery services for Afilias, the world’s leading provider of Internet infrastructure solutions and registry systems provider to Public Interest Registry for the .org domain. His experience within the domain name system (DNS) runs deep, having had positions in both a leading domain name registrar, Network Solutions, as Director of Policy, and a leading registry, VeriSign, as Vice President of government relations.

He is an active participant in the Internet Corporation for Assigned Names and Numbers (ICANN) community and has twice served as Chair of the ICANN Accountability and Transparency Review. Organisations interested in learning more about .ngo and expressing their interest can visit


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  • Piyush Dangre

    Thanks for this informative and concise article. I am starting out to design websites for NGOs and charitable organisations for free here in India. Your ideas will certainly help me convince organisations about having web presence and a certain content strategy.

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