The organization has partnered with former Vice President Al Gore, the Sierra Club, and a number of other notably green personalities and organizations to create awareness for their .eco environmental initiative. The domain's differentiating factor is that 50% of profits generated by domain registrations will be donated to non-profits and environmental causes.
Dot Eco plans to apply for the .eco top level domain in the hopes of giving non-profits free web addresses, and allowing for-profits to highlight their green efforts with their domain while supporting environmental initiatives with domain fees. To help them make headway with ICANN, Dot Eco is asking you to lend your support for their domain campaign.
Arguments can be weighed for and against new top level domains. There's certainly an active group of people who believe that new extensions, like .eco, will only complicate the web. But, ICANN is actively pursuing opening their generic top-level domains program (gTLDs), which could see a number of new extensions get released in the wild. And while we're not positive the .eco domain will solve the world's environmental issues, we certainly see it as a potentially positive way to raise funds and support well-intentioned charities and non-profits.