The underlying thinking is that with greater transparency, consumers can take a more active role in affecting the culture of the corporate world – most notably, through their collective purchasing power. As founder Michael Mossoba notes in an article for Advertising Age, “When consumers are empowered to evaluate companies based on data rather than preconceptions, companies have a business case to compete with their peers on social responsibility.” A fact that has real implications for the ways corporations operate and ultimately, for society as a whole.

Mossoba admits that while the data is far from comprehensive, it is designed to get the conversation started and lead to further examinations of the companies and brands that we’re choosing to spend our money on.

[image via jvc]

Spot.us funds citizen journalism, SellABand allows fans to help out their favorite musicians and Contenture allows sites to monetize their web traffic, three interesting ventures that enable potentially innovative ideas the chance to reach a much wider audience. And while these models are no guarantee of success, given the small cost of participation, they also carry very little to no expectations either. This is because none of them are built with any returns in mind, making them essentially donations as opposed to actual investments, but the possibility of adding that component exists. Which could create an interesting subculture around micro-investments.

While the likelihood that it would ever replace the venture capital system is extremely small, considering the significant amounts traditional startups need to raise, this doesn’t mean it couldn’t have its place, particularly on a local level. It simply requires developing the proper risk/reward structure and determining what kind of oversight (if any) would-be investors would have. Entrepreneurs are by their very nature resourceful so I wouldn’t be surprised if we saw a model along these lines released sometime soon.

[image via Library of Congress]

CNET examines this question as increasing numbers of charities get on board in the already crowded space, noting that two major concerns begin to surface: a thinning pool of money to go around and too much noise for users to sift through.

Fundamentally, the strategy doesn’t have to change, but it does need to get smarter. In order to ensure lasting success, here are a number of considerations to keep in mind, both for social media and beyond:

1) Message – Regardless of what channel you use to spread the word, that message needs to be abundantly clear. Any good organization needs to have a defined mission statement and reachable set of goals.

2) Audience – Simply broadcasting to the masses without any consideration for who the people are you are trying to target, will result in a call to action that falls on deaf ears. Personalized communications that speak to your audience will show greater returns.

3) Community – Of course, soliciting monetary donations is the lifeline for any good charity, both in achieving its aims and maintaining its longevity, getting people involved, as volunteers and advocates, are the true measure of success. Building a committed cache of members is important, but implementing a culture that can leverage their interest is essential.

4) Diversification – While social media provides a cheap and effective way to reach large numbers of people, it can’t be the only platform through which an organization delivers its message. Traditional outreach methods – events, mailings, and phone calls – exist for a reason, they still work.

5) Scale – Position your organization in such a way that it is able to grow. Keep your expectations reasonable in the beginning, but be prepared to expand to meet demand as more interest is generated.

6) Infrastructure – An intelligent system that enables individuals to give and/or join easily is essential for charities of any size.

Philanthropist Mouli Cohen and his wife Stacy Cohen have provided funding for the Jewish cemetery in Nizhyn.

The city of Nizhyn located in northern Ukraine was once a major center of Hasidic Judaism.

Today, Jews who visit the Ukraine come to Nizhyn on a regular basis to see the local Jewish cemetery and to pray at the site of the tomb of the the Hasidic master, the second Lubavitcher Rebbe, Rabbi Dovber Schneuri, who was buried in Nizhyn in 1827.

With Cohen’s assistance, the facilities and services received an extensive upgrade allowing the Jewish cemetery of Nizhyn to have guest services for the first time.

Until recently the conditions were very poor and made it extremely difficult for guests and travelers to visit this sacred location. Electricity was not previously available at the site and the access was extremely limited, especially during the winter months.

The work done to renovate the site was significant and the site has been improved considerably. The newly refurbished site has been heralded by visitors.

“During the winter, it was impossible to stand there for more than a few minutes,” says Mendel Weiss, a visitor from New York, “but now, thanks to the generous help of Mouli and Stacy Cohen, we can spend hours at the site, at any time of day, or any season of the year.”

A new synagogue and study facility have been built in the cemetery recently and new lines of electricity have been installed to enable lights and electricity for the comfort who those who visit.

“I feel very lucky to be involved in such a valuable project and I am looking forward to more opportunities related to the preservation of ancient and important sites in the future,” says Mr. Mouli Cohen.

Since the improvements, the number of visitors has increased and those that do visit are spending longer hours in prayer and meditation as they enjoy the modern services and facilities.