档案库 · 消费应用 · 战略决策 · 2007–2017
Change.org募集3000万美元，由里德·霍夫曼领投，此前广告模式导致裁员
Change.org在广告业务停滞时裁员30%，转向众筹和推广请愿，随后由里德·霍夫曼领投募集了3000万美元。
Change.org
做的是什么生意
Change.org is a for-profit petition and fundraising website where anyone can start a campaign for social or political change; it earns money from organizations paying to use or promote on the platform and takes 5% of money raised through it.
启动资金：$30M round announced 2017-05-26, led by Reid Hoffman (his biggest personal impact investment in a startup) with Sam Altman and Bill Gates participating.
起因
In 2006 Ben Rattray, newly out of Stanford, pitched LinkedIn founder Reid Hoffman at a Silicon Valley Starbucks on his idea for a political website; Hoffman passed at the time. Change.org debuted in 2007 as a social network for creating campaigns around social issues, and by 2017 it had amassed 180 million users and more than a million petitions — credited by Hoffman with 21,000-plus policy changes, from a rape victim's petition that helped pass the Sexual Assault Survivors' Bill of Rights to a campaign that reversed Bank of America's $5 debit-card fee. In 2016 the company collected nearly $20 million in revenue from organizations and nonprofits paying to use the service and to advertise.
经过
But sales did not grow as fast as expected, and in 2016 Change.org laid off 30% of its staff. 'We just weren't growing ad revenue to match how fast people were using the site,' Rattray said, so the company added crowdfunding (taking 5% of money raised), promoted placements for petitions, and memberships averaging about $9 a month — reaching roughly 20,000 paid members. By May 2017 Rattray said the new lines would generate millions of dollars of revenue that year. On 2017-05-26 Hoffman exclusively told Fortune he was leading a $30 million round — his biggest personal impact investment in a startup — with Y Combinator president Sam Altman and Microsoft co-founder Bill Gates also investing; nine million US users had registered since the November election.
结果
The round was earmarked to expand the crowdfunding and promoted-petition strategy, and Rattray rebuilt the board around the business model — Crisis Text Line founder Nancy Lublin as chairwoman, with LinkedIn's Allen Blue, Flixster founder Joe Greenstein and former 23andMe and LinkedIn executive Sarah Imbach joining.
背景
Change.org始于2007年，最初是围绕社会问题创建活动的社交网络，也是本·拉特雷在2006年向里德·霍夫曼推销的政治网站的雏形。到2017年，它拥有1.8亿用户和超过100万份请愿，霍夫曼称赞其推动了2.1万多项政策变革——从性侵幸存者权利法案的通过到逆转美国银行5美元借记卡手续费。
商业模式滞后于受众：2016年收入接近2000万美元，来自组织付费使用服务和做广告，但增长未达预期，Change.org裁减了30%的员工。拉特雷的诊断是广告收入增长没有赶上使用速度，因此公司转向将活动本身变现——从众筹资金中抽取5%，销售请愿推广位，并增加平均每月约9美元的会员制，达到约2万名付费会员。
到2017年5月，这一转变吸引了重要支持者：里德·霍夫曼向《财富》杂志透露，他正在领投3000万美元的融资——这是他个人对初创企业最大的一笔影响力投资——萨姆·奥特曼和比尔·盖茨也参与其中，自11月大选以来已有900万美国用户注册。拉特雷围绕商业模式重建董事会，引入危机短信热线创始人南希·鲁宾担任主席，以及LinkedIn的艾伦·布鲁等人，以继续扩大众筹和推广请愿。
这件事要成立，得有什么
- 广告模式在结构上不匹配：用户增长快于广告收入增长，因此如果没有更可预测的新收入线，公司无法扩展。
- 转型利用了现有行为：用户已经在组织起来，让他们筹款、推广请愿和加入会员契合了网站的使用方式。
- 转型之后引入了大牌资本：霍夫曼、盖茨和奥特曼支持了筹款和推广战略，霍夫曼称这是他人影响力最大的投资。
- 围绕商业模式重建董事会——而不仅仅是使命——表明公司把变现视为核心任务。
可借鉴之处
当广告收入跟不上受众增长时，用户本身就是资产：通过众筹抽成、推广活动和会员制来变现他们的意图。
后续进展
截至2017年5月26日，Change.org完成了由里德·霍夫曼领投、萨姆·奥特曼和比尔·盖茨参与的3000万美元融资，拉特雷表示众筹和推广请愿当年将产生数百万美元的收入——公司从众筹资金中抽取5%，销售推广位，并收取平均每月约9美元的会员费。报告称用户达1.8亿，请愿超过100万份，自2016年11月大选以来美国新增注册用户900万，并已重组董事会，由南希·鲁宾担任主席。消息来源中未确定此条目的后续进展。
资料来源
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