There’s a trust deficit in society. Technology can play and is playing a huge role in rectifying this.

I’ve just read Causewired by Tom Watson. The book is Watson’s attempt to summarize the current state of play in the world of online philanthropy, social causes and network based social action organization. Plugging In, Getting Involved, Changing the World as the tag line suggests.

I’ve a lot more to come about the subjects Watson tackles but right now I’m going to take on the subject of trust, particularly in light of the last two posts on this site concerned as they are with Digital Britain and Modern Liberty. There’s a gaping trust void in society right now. Our government clearly don’t trust us and in the midst of a  recession the likes of which none of us have know before there’s a danger that society fragments and turns away from the most needy, and from the most grave causes.

The central thesis of Watson’s book is this:

New Technology and the human urge to communicate will create the basis for a golden age of activism and involvement, increasing the reach of philanthropy and improving the openness of politics, democratic government and our major social institutions.
[BUT, working against this is the current global recession. Governments are running into budget shortfall and cutting spending in all social areas.]

So, just as our governments are failing us by cutting back on spending that increase social cohesion, we are coming up the the technology and the ideas to bind ourselves together in social economies without our governments’ help. I’m going to have to leave my reaction to government responses here to another post, needless to say it’s a big issue.

Whether our governments get it right with initiatives like Digital Britain, Watson’s point is that there’s a whole ton of people in the doing-something-that-matters space that aren’t waiting for their government. And why should they. Private (and open source) enterprise has given an historically unprecedented number of people the tools and inspiration to take action in a whole host of fields.

For now I want to take a look at some of studies in Causewired and see how they are tackling matter of trust.

What technology is allowing us do

A quick overview of what this technology is allowing us to do is in order. Watson’s beat is online philanthropy. That means free giving. And by free I mean free as in speech, not beer. Giving of one’s own volition. So who’s giving and who’s getting? Watson hones in on some prime time examples: DonorsChoose, Fundable, Kiva and Facebook Causes.

Each a very different application or platform but some bigtime shared attributes and functions, not least of which in my view is the way trust is leveraged, certainly in the case of the first three if not quite so strongly with Causes. For those not familiar with these companies it’s worth clicking the above links and checking their about pages real quick. In all of these examples Watson is showing us that the abstraction between the giver and receiver in a philanthropic situation is being removed. If I use DonorsChoose to donate textbooks to classrooms I know what text books and what school is involved. If I loan money with Kiva to a person or project in a developing world country chances are I have a photo and story behind the whole deal. The personalization and directness strengthens the sense of empathy with in turn cranks up the trust motor.

How is this being achieved

Watson highlights the transition from anonymity to real identity on the social web as key.
From Charles Leadbeader in We Think: Freedom is a slippery idea, but I believe that the web will be good for freedom of expression in four respects.

• The freedom to think what we like, to form and express ideas independently
• The freedom to shape our identities, to be who we want to be
• The freedom as consumers to choose and buy what we want
• The freedom to express ourselves through creating things that matter to us.

It isn’t a big leap of logic to suppose that for freedom to exist within a social space the atmosphere of that space must be made up of a large dose of trust. Example: I am only free if I trust my cohabitants to obey the rules of the social space and  thus not impinge upon my freedom. The future threat of the curtailment of freedom may in itself act as that very curtailment.

But freedom within an environment is not enough within itself. After all, if a user can have a trust based relationship only within a closed space how can a movement or cause grow. The trust relationship must expand. That may mean the expansion of the [closed] environment or it may mean the migration of the users and their attached trust outside the environment.

From an interview with Causes’ Sean Parker Watson tells us turning users into propagators is key.

“Deliberate viral engineering, how you turn your users into propagators through careful optimization was very important “

This is illustrated in another case study,  Kiva, the developing world online loan agency. By allowing users to help many causes and many users to help each cause there’s a natural urge for donors to tell more people to donate to their cause and see their cause succeed. Watson likens this to a child collecting baseball cards.

Watson isn’t afraid to be a little cynical in illustrating his point when he mentions the black tie ball philanthropy that continues to pull in big money in New York. Being seen at the ball is a big part of the play.

Causes do not spread just because they are good, they spread because people spread them. This seems simple and rather obvious but it is the secret sauce behind the rise of all the online social networks. In short, people like being asked nicely by other people they know to do things for them; that request validates the relationship.

Bringing all this back to trust

One of the most important observations Watson brings to the table in Causewired is this:

Optimism is inherent in people. Consumers will switch brands for causes, particularly young consumers.

Exampe: Every summer Coke and Pepsi go head to head with youth orientated promotions. Collect 20 bottle tops and get a free iTunes voucher. How about if these were led by social causes instead of iTunes giveaways.

83% of Americans say that companies have a responsibility to help support causes and 87% would switch from one brand to another if the other brand is associated with a good cause.

That’s a lot of brand loyalty simply migrating because of people’s innate desire to “do the right thing”. This highlights a couple of glaring facts:

1. The online social philanthropy space is potentially huge
2. Our governments need to be in there getting a piece of the action

Let’s bring this back to trust again. It’s natural to wonder why governments don’t take on this job of turning users into propagators of key services. The private sector is now shining some big fat arc lights down this road, it shouldn’t be hard for our public services to start taking some big steps here. It’s also natural to wonder what we can do to reduce the trust deficit that exists between the government and the rest of us (as outlined here). It our governments aren’t going to trust us on some big issues right away, the least that can be done is the services and applications be put in place so we can trust each other. Then let us do the hard work.

Conclusions

Whilst researching this article I came across this piece by Tom Watson.

…on one hand, people are ever more conscious of philanthropy and its role in commerce and society; on the other, these people are talking to each other more so than ever before.

If you keep talking you can change the world right? And now talk is cheap, easy and global. In theory the more we talk, the more we get to know each other and empathize, the more we trust. In the UK right now the government, through Lord Carter’s Digital Britain report, is attempting to map out the digital future. It believes at the end of this future there is a Digital Dividend, the spoils of which will greatly benefit all of society. Lord Carter could do worse than spend a few hours reading Causewired and learning how that dividend is already being created.

We covered the appalling Irish Pork Crises on TrashBlanc.com TV on Sunday. Here’s the video and the link.