Have you heard the expression “slacktivism?” It has entered the Oxford Dictionary with this definition: “Actions performed via the Internet in support of a political or social cause but regarded as requiring little time or involvement, e.g., signing an online petition or joining a campaign group on a social media website.”
At Creddon, we want to translate slacktivism into real impact. Charities cannot run only on tweets; they need money to make a difference in the field. That is why we are bringing in sponsors, who pledge to donate for every tweet that people make. In the current model, the tweets are prepared by us, to mention both the charity and the sponsor.
Here is an example of a photo that people tweet to support Kiva, the crowdfunding platform for microloans to alleviate poverty, sponsored by Lab360, a hardware incubator in Silicon Valley:
Donations are only made if people take action, by picking a cause and tweeting for it. It is a triple win, where people feel good about their slacktivism making a real difference, sponsors get goodwill through organic advertising and charities get both advertising and donations. We call this:
The charities are currently curated by us and the sponsors, and they do not pay anything to be featured. 100% of donations from sponsors go to the charities. While this model can change over time, if we believe a different model will help us make a larger impact, we will always be transparent about how it works.
Currently you can support the work of four great organizations through Creddon:
Girls Who Code works to educate, inspire, and equip high school girls with the skills and resources to pursue opportunities in computing fields.
Kiva’s mission is to connect people through lending to alleviate poverty. Through Kiva, individuals can lend as little as $25 to help create opportunity around the world.
Watsi is a global crowdfunding platform that enables anyone to donate as little as $5 to directly fund life-changing healthcare for people in need.
From our site you can pick which cause you want to support, write an optional caption and tweet the featured photo. Then a sponsor will donate $1 and for every retweet you get within two days, the sponsor will donate another ¢50. This model might change as we are in beta and experimenting, but this is how it works now.
We are only using Twitter at the moment, but we are looking to add more channels like Facebook and Instagram in the future. We have a few sponsors, who together have committed more than $2,400, and my cofounder and I just came to San Francisco to make it big.
Creddon’s mission is to increase giving to good causes and our underlying assumption is that there should be a way to connect people’s actions with corporate marketing budgets, for the benefit of the greater good.
The first challenge is to get people to take action. You are welcome to tweet for a cause on creddon.com. A sponsor will donate to the cause if you do.