Home > Uncategorized > Jumo — a Social Network Focused on Charities

Jumo — a Social Network Focused on Charities

According to the article on The New York Times, Chris Hughes founded and became Executive Director of Jumo, which aims to connect people with nonprofits and charitable organization. He co-founded and served as spokesman for Facebook, with Harvard roommates Mark Zuckerberg, Dustin Moskovitz and Eduardo Saverin. Also He was the chief digital organizer for Barack Obama’s presidential campaign on My.BarackObama.com,

Mr. Hughes is not the first entrepreneur to venture into online charity. Both a Facebook application and the web site Global Giving are among the many existing ways to find and support charities online. However, the following two characteristics of this site differentiate Jumo from others;

1. Jumo would first try to deepen ties between its users and their favorite causes, rather than soliciting donations.

2. Jumo is the site where anyone with a social mission can create a page. It is a simple way for smaller charities to establish a social media presence.

Jumo aims to “do what Yelp did for restaurants,” Mr. Hughes said, indexing charities “to help people find and evaluate them. This site will allow only organizations that have been certified as tax exempt to solicit donations, as a way to discourage fraud.

Individual charities, projects like building a school in rural Africa and broad issues like gay rights will all have dedicated pages on Jumo. Relevant news articles, Twitter posts and YouTube videos will be added to the pages, and users can add their own feedback and comments. Users can also find their Facebook friends and follow their adopted projects and issues on the site.

Also this article mentions that of the $300 billion that was donated to charities and nonprofits in 2009, only 6 percent was submitted online. This implies that organizations made the Internet users lower involved so organizations found few real online supporters.

Thus, what Jumo wants to do is to educate the Internet users. Jumo does not address that this is a place where organizations can gain donations through this site, but this site does emphasize that this is a place where you and your followers can build deeply relationships.

As Mr. Hughes said, The more connected that individual is to an issue they care about, the higher probability there is they will stay involved over a longer period of time,” To start, the Jumo site was seeded with more than 3,000 issues and groups.

I think this is a kind of the “First Mile” marketing. While many marketers pursue the “Last Mile” marketing, not every products or services are all fitted with the last mile marketing due to the following reasons:

1. Consumers are not easily convinced, just depending on a web advertising or a online activity.

2. Consumers are getting smarter to do more compare you with your competitors. It is a product perspective, not a marketing perspective, when consumers compare your products with your competitors’ products in details.

Therefore, a few clients/advertisers do the first mile marketing, so it is good for us if we can make our customers more involved at their first glance, and we may influence them through every message.

Categories: Uncategorized
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