adt.org
Count the three-letter .org names that changed hands publicly last year. It’s a short list, and it stays short because the organisations holding them have no reason to move.
ADT arrives with recognition already attached. It reads as an established acronym to almost anyone who sees it, which is unusual for a letter string and useful for a buyer whose initials happen to match. Assistive device technology, applied data theory, adaptive design, or a membership body whose name reduces to these three characters.
The case for brevity is mostly about repetition. An organisation prints its address on badges, letterheads, annual reports, conference programmes, email signatures and partner slides, thousands of times over its life. Each character removed is friction removed from every one of those, permanently.
Three letters plus .org is close to the default shape of an institutional web address, which is precisely why the good ones went decades ago.
If the initials fit, it’s worth a conversation.