In June 2011, ICANN launched the New gTLD (generic Top Level Domain) Program to increase space in the domain name space. In the future, there will not only be 21 gTLD (.com, .net., etc.) but around 1,400. Among them: .hiv
Using the global power of internet users to build a web with a purpose. The infrastructure: .hiv. Each click on a .hiv-address will trigger a micro donation to a (charity) project in support of the fight against HIV. Thus, dotHIV will become a global platform – or: the Red Ribbon of the digital age.
The target audience in a larger sense is everybody who uses the internet. However, to get started and to raise money, we need to get people to buy our domains (corporations, organisations, celebrities, etc.). Only then, in a second step, we are able convince users to change surfing behaviour and use .hiv-domains instead of their familiar domains.
To launch the project, we will focus on businesses and organisations in Germany and the US, so here is Google's "path to purchase" for the two countries and the Edu/Gov sector.
Most brands, businesses and organisations already have a domain (at least one). Why should they register a new one?
Users already know their favorite domains by heart (if they don't access sites through their browsers' bookmarks or rely on their browsers' autocomplete function.)
Possibly higher reliance on search engines (people just won't be able to remember all the new TLD). [aljazeera]
Whereas most charity organisations work on a rather high involvement and feel scale, dotHIV has the advantage of demanding comperatively low involvement on the b2c side (only a click; doing good while visiting sites one would have visited anyway).
It demands a bit more on the b2b side, as businesses have to decide if and how they want to use their new domain.