PIR Domains
& Platform
Conducted an end-to-end rebrand for a legacy domain, which coincided with the launch of new, validated domain names, as well as a membership-based platform that showcased cause-based work around the world.
Years
2013-2017
Client
Public Interest Registry
Overview
Public Interest Registry (PIR) is a nonprofit, mission-driven organization focused on creating a safe and trusted online home for mission-driven organizations, where people are able to pursue their goals and positively impact the world around them. They are the longstanding operator of the .org domain name, serving more than 11 million people worldwide.
While .org enjoyed immense brand recognition, brand awareness for PIR itself was minimal. The organization wanted to refresh its look and feel in parallel with launching new domain extensions, .ngo and .ong, which were to be specifically aimed at non-governmental organizations (NGOs). PIR was concerned that there might be confusion in the market since .org was already perceived as the go-to domain for nonprofits and NGOs. To address this, PIR conceptualized and prototyped "OnGood," a searchable database for NGOs utilizing the new extensions, thereby fostering trust and searchability. PIR needed to update its look and feel and create a strong brand architecture that was conducive to growth. Since the organization operated in a B2B environment, they also lacked the experience and access to reach and educate the vast for-purpose community.
Solution: Brand Identity Transformation, Product Launches, and Brand Architecture Restructuring
Given PIR’s longstanding history and reputation as a more traditional company, I saw opportunities in going omnichannel. We needed to change how the world perceived the company as well as their understanding of the products and services we offered. So we revamped the brand narrative to align with the company's evolving vision and empowered our stakeholders to communicate that narrative to consumers.
Brand & Creative Strategy: Managed a third-party agency in developing PIR’s brand guidelines, architecture, positioning, messaging, and visual identity.
Product Positioning: Collaborated with the Product team to define and communicate the the positioning of PIR’s new domain names and the OnGood platform.
Go-to-Market Strategy: Developed and executed launch plans to address key stakeholders, including current .org domain holders, greenfield organizations (nonprofits, NGOs and foundations, etc.), as well as donors.
Sales Enablement: Equipped Sales with key messaging and brand assets needed to effectively communicate product value propositions to channel partners.
The Parent
The reality was that most people didn’t know who PIR was — and they didn’t necessarily need to because their primary interactions occurred through channel partners. A helpful way to think about this is like when you’re buying a car. You go to a dealership, not the manufacturer. With domain names, consumers would go to registrars to purchase the product (in our case, a .org domain name), and PIR managed the entire database of those domains.
Our rebrand was a strategic move to encapsulate Public Interest Registry's core mission and values. By incorporating "Your" into the logo, we aimed to foster a deeper connection with our users, emphasizing our commitment to empowering organizations worldwide. The new visual identity offered more than just an aesthetic change; it served as a symbolic representation of our dedication to providing a platform for individuals and groups to share their stories and make a difference. It signifies our evolution from a domain registry to a trusted partner in achieving online impact.
Sub-brands
The .org domain once held a narrow perception as an exclusive domain for traditional nonprofits. However, with the rise of social enterprises, B Corps, and other mission-driven organizations, we saw an opportunity to redefine the digital landscape. To address this evolution, we introduced .ngo and .ong. This strategic move clarified the domain ecosystem, providing distinct digital spaces for different types of organizations.
.org became the inclusive domain for all [for-purpose] entities dedicated to positive global impact on the world. Contrary to popular belief, .org has always been open to all types of organizations dedicated to positive global impact. We wanted to clarify this misconception and reinforce .org's position as the inclusive domain for any entity driving positive change. By expanding the .org community to include for-purpose entities beyond traditional nonprofits, we aimed to create a more vibrant and diverse online ecosystem.
The .ngo domain was introduced to create a distinct online identity for validated nonprofits and nongovernmental organizations (NGOs) worldwide. By providing an immediate visual cue of an organization's status, the .ngo domain enhanced trust and credibility among donors and supporters. This dedicated domain also helped differentiate legitimate nonprofits from other online entities, which was incredibly important as online scams were becoming more prevalent.
The .ong domain was specifically created for non-governmental organizations operating primarily in Romance language-speaking regions. We offered this extension in a bundled package with the .ngo domain primarily for brand protection, in the event that organizations had the same or very similar names. This approach ensures a unique online identity for these organizations while simplifying the domain selection process.
A New Membership-Based Online Platform: OnGood
Through our extensive work with the .org community, PIR saw that NGOs had some specific needs in the digital space that weren’t being sufficiently met:
The need to be credible: NGOs had few ways to proactively verify their status as legitimate organizations and combat the proliferation of “suitcase” NGOs — groups created solely for the purpose of fraudulently soliciting donations.
The need to be found: With the number of registered domains topping 250 million, NGOs were looking for a way stand out in the crowd; they were eager for new tools that could help them more easily tell their stories, be found by supporters, and connect with one another.
The need to raise support: NGOs also needed help effectively engaging their communities. They wanted a simple, secure way to accept online donations, and tools to help supporters contribute by leveraging both their talent and social capital.
While we were still focused on our mission to operate domains that serve the public interest, PIR saw an opportunity to manage the new .ngo and .ong properties in a way that could also serve the unmet needs of NGOs and their supporters.
The .ngo and .ong domain names would only be available to organizations that validated their NGO status. This would then grant them access into OnGood — an online community where donors could search for them by name, cause or region, and donate.
“When we began developing the .ngo & .ong domains, we knew there was an opportunity to create a dedicated online space for nonprofits and NGOs around the globe…OnGood goes beyond traditional domain name services; we’re launching an online community.”
— Former CEO at PIR
Strategic Partnership Boosted Awareness and Adoption
PIR was facing a monumental challenge: expanding our reach and educating the world about our new domain extensions. With no previous social media presence, we were essentially starting from scratch. Enter Heather Mansfield, the powerhouse behind Nonprofit Tech for Good. Her massive following and deep connections within the nonprofit sector were exactly what we needed.
I found Heather through Twitter and reached out with a simple email. To my surprise, she responded right away; and even more impressive was the fact that she was a one-woman band. PIR and Nonprofit Tech for Good officially formed a strategic partnership, wherein we sponsoredHeather's webinars to tap into her audience of tens of thousands nonprofits, NGOs and foundations worldwide. This collaboration was a game-changer. Not only did it boost brand awareness, it also the catalyst for growing our email list growth to over 80,000 contacts in under a year. The result? Over 5,000 eager organizations expressed interest in our new domains before they even launched.
We continued our sponsorship in additional formats, including speaking sessions at conferences and technology reports. Here are a few examples:
Our strategic partnership with Heather and Nonprofit Tech for Good undeniably solidified PIR's position as a trusted leader in the nonprofit tech space.
