174: How to Start a Social Change Movement with 100 Million People, with Ben Rattray of Change.org
Anyone, technically, can build a business. But it takes real skill to convert an audience into die-hard followers who will stick with you no matter what. Ben Rattray is an expert at doing just that, now at the helm of one of the largest online communities in the world, not to mention a major force for social change. Rattray is the founder of Change.org, one of the world's biggest social enterprises with over 100 million users spread across 196 countries, empowering everyday people to create and join social causes. In 2012, he was named one of the 100 most influential people in the world, according to Time magazine, and he's partnered with titans ranging from Virgin to Amnesty International. But before it became the massive vehicle for online activism it is today, Change.org looked very different. In fact, it actually wasn't until 2011 that Change.org became the online petition platform we all know and love today. Like most entrepreneurs, Rattray had to go through a few pivots before finally developing a model that actually worked. While most entrepreneurs can only afford to pivot maybe once or twice, if they're lucky, Rattray had the power of community behind him. And that power can take you a long way. Rattray did what most others could not, he managed to not only build a huge community that loved what he was doing, but he was also able to keep them loyal to his brand even while undergoing multiple changes. You don't have to be in social enterprise to understand the magnitude of such an accomplishment, and just how valuable it can be to any business. Luckily for our listeners, Rattray knows exactly how to do it. In this episode you'll learn: Why a name is everything. Rattray goes into detail about how to find the right name for your company Why you always need to find investment before you launch How to take advantage of upsells and cross-sells to increase your bottom line Pivoting and changing your business model The how-to guide for mobilizing your community using content & so much more!