DoGooder: Change the world through advertising? There’s an app for that…
What if, instead of seeing banner ads for reality TV shows or credit cards, you saw ads of your own choosing that encouraged a sustainable lifestyle? Sounds like a bunch of do-gooder propaganda, eh? Well, that’s because it is – literally.
DoGooder is a free web browser plug-in that allows you to replace the advertising on websites you frequent with ads and messaging more aligned with your personal values (read: progressive and green). When you click on the green-leaning ads with messages like “donate your old phone” or “support urban farms,” you get to choose a social cause to receive the money generated from your online activity. It’s no small sum, either: DoGooder donates 50% of its profits – gleaned from ad purchasing by companies and nonprofits whose products and causes are hawked through DoGooder to green and progressive advocacy organizations.
The DoGooder model is equipped to accommodate large numbers of end users and advertisers. Should end users tire of seeing socially-conscious advertising, they can opt out of DoGooder for certain sites. Or, with a quick right-click, they can disable the plug-in for the duration of their browsing session.
DoGooder ‘s founder and head geek Faisal Sethi believes his company “helps people transition from social and consumer pacifists to social and consumer activists.”