Title: Harnessing Online Arguments for Offline Impact: This Company's Audacious Plan
Controversial issues like gun control, marriage equality, and disaster relief ignite strong emotions and arguments. Causes.com, an early platform for philanthropic campaigns, is trying to transform this contentious discourse into something constructive with their latest venture, the Supporter Network.
The Supporter Network functions as a social layer, resembling LinkedIn, permitting users, non-profits, and celebrities to share information, fundraise, and highlight campaigns that matter to them. However, given that "anger is the Internet's most powerful emotion," does Causes have a fighting chance?
What Is It?
Established seven years ago by Joe Green and Sean Parker, Causes was one of Facebook's first applications. It allowed users to initiate campaigns and enlist friends or strangers to endorse them via online petitions or donations. Since its inception, Causes has garnered 34 million signatures for grassroots campaigns and raised over $48 million for non-profits worldwide, across 156 countries.
Investment from big-wigs like Parker (famous for Napster and Facebook) has supported Causes' growth. Their new Supporter Network, however, is a gamble, as it diverges from Facebook by being a standalone website that hosts unique, user-centric profiles. These profiles encourage actions like sharing links or making donations. Users can interact with their network, non-profits can introduce campaigns, and campaigns can serve as information hubs for stories, pictures, and web links.
Why It Matters
Conversations on platforms like Facebook can often become heated, but they seldom result in real-world change. Causes CEO Matt Mahan noticed this during his visit to the Greatist office. He observed that Facebook posts often garner negative or combative responses instead of fostering follow-up actions. In response, Causes' new Supporter Network focuses on emulating the structure of a political field office, aiming to empower users to act rather than argue.
The new platform introduces features such as “sub-pledges,” allowing any user to fundraise for a non-profit. Users are now collaborators, driving changes alongside non-profits, creating an environment where everyone can contribute to ongoing campaigns. Additionally, the site ranks content by efficacy, pushing top-performing stories, pledges, and users to the forefront.
Is It Legit?
Whether Causes' Supporter Network will succeed is yet to be seen. Causes has a solid track record as a social good success story, but its new platform competes against numerous existing social platforms. Previous ventures like Jumo, which also had links to Facebook, have faltered in the past. However, Causes seems hopeful due to its emphasis on action rather than just arguments. It also collaborates with notable brands, like AT&T, Toms, and Toyota, to fund its activities in exchange for branded campaigns and consumer-facing engagement.
Assuming the financial model holds and users appreciate the new features, Causes' Supporter Network could potentially revolutionize how we effect change online.
What are your thoughts on the new Causes? Share in the comments below, or find the author on Twitter at @zsniderman.
Enrichment Data:
A supporter network like All Out's success in transforming online debates into actionable campaigns for social change plays a significant role. However, effectiveness relies on various factors:
- Engagement and Mobilization: Successful supporter networks, such as All Out, effectively engage supporters through clear calls to action and direct support for trusted organizations. This results in impactful public pressure and advocacy efforts.
- Global Reach: By tackling global issues, networks leverage their global presence to create widespread support and influence policy and public opinion.
- Specific Campaigns: Identifying specific issues allows supporters to rally behind focused initiatives, boosting campaign engagement and motivation.
- Community Building: Engaging in a supportive network builds a sense of belonging and personal empowerment. This strengthens supporters' motivation to act.
- Collaboration with Advocacy Groups: Strong partnerships with local organizations empower networks to pool resources and expertise, amplifying campaign impact.
While these factors can contribute to success, the ultimate effect depends on factors like audience size, message clarity, and the ability to convert online engagement into real-world outcomes.
- The Supporter Network's focus on mental health initiatives could lead to significant improvements in othermentalhealth, as users can share personal stories, raise awareness, and fundraise for relevant organizations.
- Technology plays a crucial role in the success of the Supporter Network, enabling seamless fundraising, sharing of information, and tracking of efficacy, thereby increasing happiness among users and contributing positively to the overall social good.
- The Supporter Network's focus on constructive discourse, rather than arguments, can lead to increased happiness and satisfaction, as users feel they are making a difference in the good causes they support, thus promoting happiness and overall well-being.
