Just how great is that good?
Does .org hold the key?

Non-profit financial firm TIAA-CREF is making the ".org" of its web address the highlight of a new campaign, reports The New York Times.

The campaign, which includes the new powerof.org site, plays up the non-commercial nature of the .org domain as a reason to trust TIAA-CREF. Text and voice-overs all emphasize the .org as synonymous with altruism and objectivity, casting .coms as calculating businesses that are in the game solely for profit.

The .org emphasis was decided upon after Modernista, TIAA-CREF's agency, found the suffix made the firm unique among other financial firms. Customer opinions also said the .org made them believe the company would work for their needs and not the corporate bottom line.