Facebook-ing Philanthropy

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  Posted By: samieschotz @ 11/03/2008 1:27:58 PM

  Thank you for your excellent post on Facebook and its connection to philanthropy with the application added called, ???Causes???. I found it very helpful that you started off your post explaining how many different organizations have entered the virtual world of giving such as Breast Cancer and Darfur. As an avid user of Facebook it did shock me that he Breast Cancer Research ???cause??? has over 2.2 million subscribers. Also, not usually included in many posts about Facebook applications, is the business motivation and growth of the company. In this time of economic crisis, I find it ironic, that the Internet based social networks seem to be in the clear, and unlike most are making money in a time when the world market is in bad shape. I feel this shows the power that the Internet has created: a virtual world almost completely separate from the real world. By adding the Facebook ???Causes???, it appears to be a smart move by both Facebook and those organizations who have used this program to reach out to where to public is-- on their computers.
  As a member of Facbeook, I have seen the application in use by some of my friends and other subscribers of the network. Although I am someone who feels strongly about being active in the non-profit world, I was skeptical to use this application, not fully understanding its point. As a user, it seemed useless, because I felt this was just another way for these organizations to get my information and ask for money. I strongly believe that active rather then monetary help is the most effective way to change the world???s most pressing issues. After reading your post, I did realize that for these organizations, the motivation is not purely to get donations. Discussing the support and awareness was something I had not originally thought of. Looking at Facebook ???Causes??? after reading your post; I did realize how much press a single organization can get on the social network. As you had mentioned the donation???s coming from Facebook subscribers is small, the connection that this program fosters might make difference. I am interested to see where Facebook ???Causes??? goes in the future. I have more faith in this approach after reading what you wrote that it might get more people involved, and hopefully with the publicity some will start to move out the virtual world and into the one that needs help.
  

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  Posted By: frogloop @ 11/04/2007 10:04:30 PM

  While this article points out an important trend that enables nonprofits to leverage the long tail of the internet, there are some major barriers to replacing tried and true fundraising methods. As you can see from the analysis we ran a few months ago, very few groups will benefit in a major way from these tools: http://www.frogloop.com/facebook-causes-analysis . In a sense, a social networking platform is a microcosm of the internet, and the competition for attention and donor dollars (or supporters) is the same. The individual or organization with the largest network, the best-known brand, and the sexiest issue at the moment will win the most support. It's the same problem we face when launching a website -- we need to promote it. The social networking tools can accelerate this process, and a few groups will pick up a lucky few thousand dollars here and there. However, social networks alone are not likely to replace the volume of fundraising dollars needed by organizations any time soon.

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