Cause-driven Organizations: Stars not Planets

A recent Pew research study which examined nine months of consumer data spanning the first three quarters of 2010, and summarized at “sheds light on the significance of search aggregators and social networks, the importance of creating a family of related Websites, and hints at which kinds of sites might have more success with paywalls than others.Screen shot 2011-05-12 at 11.53.57 AM

The importance of linking sites with mutual interests, say all those around water, needs to be emphasized to cause-driven organizations who continue to view their Website as the center of the universe, rather than as one star among hundreds in a virtual constellation accessible to educate our citizens on becoming more conscious and aware of this one planet and its needs. We  need to connect the stars for  them and view their learning process as a journey, an exploration.  For us at we are connecting the people around the sustainability movement and beginning to organize them into  special collections around geography and issues such as water.  Linking is what we do to increase awareness and adoption of sustainability principles and practices. We always appreciate when organizations link back, but few do.  That’s got to change.