First case study

Activate petition-signers to also be petition-creators.
Change.org is an online hub for social change. Change.org is organized around more 20 leading cause-based communities, ranging from poverty, gay rights to women¹s rights to animal welfare. Through a team of 100 expert writers and 3,000 nonprofit partners, we serve as the central platform for launching and promoting movements for social change on the web. Within each community anyone can start an online petition, sign petitions related to their interests, and magnify their impact by sharing each petition with friends.
The case-challenge: getting users to *create* new petitions.

Change.org wil be in great shape if they can eliminate as much of the friction as possible to get users creating more petitions, because user-generated petitions lead to new user accounts that allow change.org to “do good” and optimize the social hub for positive change in the world.

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