Back in 1996, brevity was all the rage in URLs. The thinking was less was more, in all cases. And that's what informed my recommendation to the Ford Foundation (I planned and produced the Foundation's first website) to use FordFound.org as its URL.
Let me tell you, every time I heard that moniker in the past few years (and I heard it a lot, as Ford is a big public radio sponsor), I cringed. Because URL/web habits, and the strategy around them, have changed. The rule now is to use an URL that's easy to remember and repeat, which FordFound is not.
So I was thrilled to hear yesterday's sponsorship plug include mention of FordFoundation.org. Nothing is forever, and that includes your communications from strategy to the nitty-gritty (but so important) like your URL.
Make sure you are looking at every aspect of your communications with a fresh eye, regularly. That's impossible for you to do, if you're involved in creating or supporting it, but an ideal assignment for a the latest hire in your organization or your ad-hoc marketing advisory group.
Create a checklist (frequently updated) so you don't miss anything important and you're bound to stay fresher and more focused, so more effective, with your communications. It makes a difference.