I Don’t Care Whether Causes Will Support a MySpace Presence

Last week Causes announced they would no longer expend the resources necessary to be compatible with MySpace.  This is not surprising.  MySpace is shrinking every day and seems on a track to become at best a dating and music web site, so I find it hard to believe that institutions will be disadvantaged by the absence of Causes on MySpace.

Most internet donations are the result of well-thought out email campaigns.  Social networks are excellent as supplementary tools – but the network itself, whether it’s MySpace or Facebook, is less important than the communication it serves. Direct solicitation (literally a friend asking another friend, “Will you join me in supporting XYZ-cause?”) is the most effective way to generate donations.

The best way for your institution to thrive in any social network is to (1) provide the right format that allows grassroots actions to take place, and (2) stoke the fire by getting your most supportive volunteers and alums to fill the void with their voices.  If you do this, you will accumulate momentum and capital among your closest supporters and you won’t be at the mercy of a vendor like Causes.  The platform is always secondary to the actions taken by you and your supporters.