Chris Chan andSusan Gordon

Presentation Overview

I. Causes’ Mission

II. Theory of Change

III. Causes: What and How

Causes seeks to empower individuals to mobilize their personal networks to grow lasting social and political

movements that make the world a better place.

• Early Republic– Pamphlets and Townhall Meetings– 1789 Election:

• Mass Media: 1920’s to Today– Fireside Chats, Television– 1932 Election:

• Social Media: 2000’s– Facebook, Twitter, blogs– 2008 Election:

Evolution of Media Forms in U.S. History

38,818 voters

39,751,898 voters

131,257,328 voters

• “Community” (1998)– ~65 million Internet users, 24% of U.S. – virtual relationships– pseudonymous / anonymous

• “Social Media” (2008)– ~212 million Internet users, 74% of U.S.– representation of off-line social network– real names / real identity

The Internet Gets Real

Facebook Profile

The Social Graph

Facebook Facts

• 400 million active users • 2.5 billion photos uploaded to the site each month • 3.5 billion pieces of content (web links, news stories, blog posts, notes,

photo albums, etc.) shared each week • 3.5 million events created each month • 700,000 local businesses have active Pages on Facebook• Average user has 140 friends on the site • Average user sends 8 friend requests per month • Average user spends more than 55 minutes per day on Facebook • Average user writes 25 comments on Facebook content each month • Average user is invited to 3 events per month • Average user is a member of 12 groups

• 100 million installed users • 400,000 user-created causes• 14,000 official nonprofit partners• $22 million donated in 2.5 years• 1 million media views per day• Distribution to 400 million active users on FB• Donations supported to all 1.5M U.S. nonprofits

Causes Application Stats

A “cause”

Empower and Identify Leaders

Set and Pursue Goals

Raise Awareness

Run Advocacy Campaigns

Fundraise

Donate

Donations on Causes

Birthday Wish

Members Recruit Their Friends

Repeat Engagement: User Homepage

Nonprofits: Partner Center

Decentralized Organizing Model

• Multi-directional & Hyper-decentralized– Everyone is a publisher; many-to-many communication– Bottom-up ideas, organization, and action

• Peer-driven– Social referral / “Virality”– Social recognition and pressure / Identity

• Communal– Belonging– Collective Action

A Unique Medium