When Bono was launched, we knew that choosing the causes we wanted to work with was going to be difficult. A lot of careful thought and process went into the decision. We will get more into that below. Before we get into answering the “how” - let’s start with the WHY.
Why did Bono start with only nine causes?
The answer is quite simple. In order to structure it and manage it at a scale as large as we imagine, we needed to start somewhere. Just as Rome wasn't built in a day, good things take time to build. Thus, nine was the number of causes we decided to start with as it gives donors a variety of causes to choose from while keeping operations manageable as we continue to grow. And, well, this is what Ron decided, and we don’t like to argue with him.
Now, on to how we chose our first nine causes. The journey was both strategic and community-driven, reflecting a deep commitment to creating impactful change. Here is a look at the process:
The first step in Bono’s approach was to anchor its cause selection in a globally recognized framework—the Sustainable Development Goals (SDGs) set by the United Nations. These goals provide a comprehensive blueprint for addressing the most pressing challenges facing our world, from eradicating poverty to tackling climate change. By aligning with the SDGs, Bono ensured that its efforts would contribute towards widely accepted objectives, enhancing the potential for real impact.
Understanding public interest played a crucial role in selecting causes that resonate with a broad audience. Bono turned to digital footprints to gauge what matters most to people around the world. This involved analyzing the most talked-about causes on social media platforms and the most frequently searched causes on Google. Such data-driven insights helped pinpoint areas that not only draw significant public attention but also have the potential to mobilize collective action.
Content creators are often at the forefront of setting trends and bringing attention to critical issues. Bono engaged in extensive discussions with content creators to understand their passions and the causes they believe in. This direct dialogue ensured that the selected causes were not only popular but also deeply rooted in the values and interests of influential community members, thereby enhancing the authenticity and appeal of the initiatives.
In its quest to unite people for a common good, Bono made a conscious decision to steer clear of causes directly associated with war zones and politics. The aim was to focus on universal issues that transcend geopolitical and ideological divides, thereby fostering a more inclusive and supportive community for philanthropy.
While the initial focus is on nine carefully chosen causes, this is only the start. Recognizing the dynamic nature of social issues and the diverse interests of our user base as we continue to grow, we felt it was important to keep the door open for the broader community to suggest new causes. This open invitation fosters a sense of ownership among users while ensuring that our list of causes evolves with the passions and interests of the community.
And now, after understanding the WHY, and the HOW, it’s time for the WHAT - what do you care about, and what can you do about it? To answer those questions, you have come to the right place. Choose a cause, set a monthly budget, and let us go to work for you.
Start here: www.Bono.so
Is there a cause you are passionate about and would like to see included in the Bono network? To propose a new cause, reach out directly to our CEO, Dan: dan@bono.so.
