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- Matthew Somerville
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Matthew Somerville, Head of Development at SocietyWorks, shares his experience of speaking at a conference dedicated to discontinued civic tech and what can be learnt from it.
Read more posts from the team talking openly about what they’re up to.
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A few weeks ago, I gave a short talk at the second Workshop of Discontinued Civic Tech, held online and in person in Japan. The topic was “What does ‘Failure’ Mean in Civic Tech?” (or should we call that pro-democracy tech?).
My talk was about PledgeBank, but I’ll get to that in a minute.
Matt Stempeck first gave a talk about the Civic Tech Graveyard, what themes and lessons can be drawn from the entries there, and how more research is needed into the current state of affairs. It was interesting to see that the top category in the graveyard was collective action, and in there that the number one example shown was PledgeBank – as that was the subject of my presentation that followed straight after.
For those who don’t know, PledgeBank was a website run by mySociety from 2005 to 2015; the second service created after WriteToThem. Its core idea was to help people overcome the collective action dilemma, of wanting to do something but being unable to do it alone; using the internet to gather people together in support. It let people set up pledges in the form: ‘I will do something, but only if a certain number of people will help me’.
With the initial launch and for some time after, plenty of work was done on the site with innovative features like SMS signing, PDF poster generation and local geolocation alerts – remember this was nearly 20 years ago now! But mySociety was and is a small organisation, reliant on a combination of funding, donations, and commercial services, and in 2015 it was decided to close some of our original services, including PledgeBank, to concentrate more on a few core services and our international partnerships at the time.
Certainly, PledgeBank did have a number of individual successes in the decade it was around. As well as various charity collection drives (such as underwear for orphans in Liberia or books to create a town library in India), notable lasting legacies of the site include the foundation of the Open Rights Group charity in the United Kingdom, and the fact that 1,000 people in the United States pledged to move house to New Hampshire as part of the Free State Project. And football fans raised over £20,000 for Ebbsfleet United, so that they could buy striker Michael Gash.
We also did some work with Barnet Council in London for a special custom version, where people could for example ask the council to approve a road closure for a street party, if enough residents of the road agreed. So it definitely proved that a website could solve some coordination problems by using the internet. And I’m unaware of any other successful socially focussed version of the same model.
But listening to all that, you’re probably thinking of some rather more ‘successful’ organisations using a similar model since then, for example Groupon, or Kickstarter.
So what happened with PledgeBank? In my opinion:
- The concept was too diffuse, and didn’t provide a reason for people to Do a Thing – pledges with a long lasting effect were more likely ones where people got something out.
- Lacked single-minded vision and the resource to implement it; we were and are a small organisation spread thinly
- Related to that, we did not do enough on the marketing side, both external and internal in terms of curating good pledges, working with potential pledgers, involving more people.
- We weren’t going to drop everything and try and turn PledgeBank into a profitable business in order to fund our charitable work, even if that might have possibly worked out in the end.
After my talk came a number of other interesting ones, including one by Gurden Batra from Dark Matter Labs (an organisation we have worked with on Neighbourhood Warmth, which has some PledgeBank related activity, where it was interesting to see them wrestling with the same issues of funding and longevity that we do.
Matt had also mentioned his Civic Tech Field Guide research – we talk all about the impacts of civic tech at our TICTeC conference, which will be held next year on 10 & 11 June in Mechelen (Belgium) and online. The Call for Proposals is now open, and hope to see you there.
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Image: Photo taken at the workshop by Discontinued Civic Tech