What would the association world be without acronyms? Man, we love them, right? While they can serve as a short hand for your organization's full name and sometimes they can even turn out kind of cute, like napnap.org, we've found that using your acronym for your domain name can sometimes be crippling.
Consider the General Board of Pension and Health Benefits. Their acronym is, of course, GBOPHB. Doesn't exactly roll off the tongue, does it? How about this? "Hey, just check us out online at www.gbophb.org." Who could possibly remember that URL?
If your URL is your acronym, you might want to think hard about how easy it is to remember. Could you be losing traffic simply because no one remembers the URL of your site? At the time of this writing, generalboard.org is available. Wouldn't that be a much more user-friendly URL for GBOPHB? And so much easier to remember?
Why you're dialing your marketing department to discuss your new domain name, take a sec and read an article I wrote for Associations Now on this topic. In fact, email it to your marketing department immediately.