Much like real estate, Internet “curb appeal”—otherwise known as an Internet address—can help optimize a company or organization’s online branding or outreach efforts. Today, Public Interest Registry (PIR)—the not-for-profit operator of the .ORG domain, one of the original generic top-level domains with over 10 million registrations—will release 94 previously unregistered one- to two-character .ORG addresses—the shortest and perhaps most memorable domain names available. Through a partnership with Go Daddy and eNom, the addresses will be made available through an allocation process to companies and organizations who respect the inherent trust and value of the .ORG brand.

Referred to as “Project94,” the list of available names includes the likes of A.ORG, O.ORG, 7.ORG, and PJ.ORG. When PIR first took over operation of the .ORG domain in 2003, these names were reserved for future allocation and deemed unavailable for immediate registration. Now, PIR is releasing these addresses in response to community interest. With some web addresses surpassing 20 characters, the one- and two-letter domain names carry vast branding and marketing potential due to their brevity and memorability. They also carry the inherent trust and reliability for which the .ORG domain is known.

“Due to the Internet’s unquestionable popularity and expansion over the past 25 years, it’s rare to have the opportunity to register brief domain names that consist of one to two letters only. From our perspective, this list boasts great potential for interested and qualified registrants who are looking to boost and protect their online brand,” said Brian Cute, CEO of Public Interest Registry. “However, with great opportunity comes great responsibility, and we want to ensure that we are rolling out these names in a manner that upholds the standards that have become intrinsic to the .ORG domain. Both GoDaddy and eNom understand .ORG’s core mission, and we are confident that they will serve as valued partners in this process.”

The proceeds from Project94 will be directed to programs that enhance the open development and security of the Internet, particularly in technologically underserved parts of the world. One specific program is expected to be an initiative to drive the adoption of Domain Name System Security Extensions (DNSSEC) among the broader Internet user community.

Overall, an interested registrant will need to demonstrate its commitment to the .ORG brand values, have a distinct plan for how it proposes to use the new domain, and have the resources to execute its proposed plans. Go Daddy and eNom will jointly facilitate all aspects of the allocation process—from handling the outreach to prospective buyers and managing auctions and handling trademark issues.

“Domain names are, indeed, like ‘21st century real estate,’ more than just an address on the Web, they are an online identity,” said Go Daddy Director of Domain Name Aftermarkets Paul Nicks. “As part of this historic opportunity we look forward to assisting our customers with integrating these very valuable names into their organization’s culture.”

“As a long-time partner of The Public Interest Registry, we are very pleased to be able to help make these .ORG domains available for the first time to consumers,” said Taryn Naidu, EVP, eNom/Demand Media. “These additions both reflect and reinforce the value of the .ORG brand, and will be a truly memorable event in the domain name space.”

The “Project94” allocation officially kicks-off today. For more information on PIR’s “Project94,” go to www.project94.org or www.pir.org.