.unicef

a new top-level domain

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UNICEF is the agency of the United Nations mandated to advocate for the protection of children’s rights, to help meet their basic needs and to expand their opportunities to reach their full potential.

As with other campaigns, the drive to secure a .unicef top-level domain name hopes to capitalize on the strength of a name. With the growth of the Internet as well as an increase in the number of sites accepting donations, UNICEF could use its reputation as a trustworthy authority in the cause for children's welfare. Potential donors might be more willing to contribute to a cause that has both a positive reputation as well as a logically defined name.

Mission

In order for UNICEF to fulfill its mission the organization is dependent on donations from the general public. Over the past decade, electronic-commerce applications have become an indispensable communication channel, supporting the work of nonprofit organizations in two ways. First, e-commerce helps them to disseminate information and communicate with audiences more rapidly. Second, the Internet functions as a fundraising channel, enabling organizations such as UNICEF to solicit donations online, which reduces their expenses for attracting donations. Offering information, interaction and fundraising capabilities to UNICEF, the Internet has opened up unparalleled opportunities to further charitable causes and enter into relationships with potential, current, and lapsed donors.

Vision

Taking the long view, as time goes on a name such as www.donations.unicef and www.cards.unicef will become more intuitive in a more crowded Internet, and thus more valuable because the name reflects exactly that of an organization and declares what it does.