Many things in life are optional. This can be used to describe an insurance plan or plans, or comparison of plans, or savings between plans but it's an .org which ruins evreything. A non-for-profit org or a charity group, or a church could send the message of optional donations or volunteer services. Examples are a registry of opt-in volunteers and a federated car manufacturer's site for optional components ie for all cars in a production year but the 'org removes much commercial value.