Interview: Tab for a Cause turns everyday action into activism
How many tabs do you have open right now? For me, it’s 78, and I am not here to pretend that is a healthy or manageable number.
Like many new ideas, Tab for a Cause had humble beginnings. Kevin Jennison, Groth’s co-founder and CTO, had been making YouTube videos while at college, and upon seeing the platform’s monetization opportunities, the pair pondered the potential of a platform where ad revenue could be given to charity.
Now, Tab for a Cause’s main goal is to create a platform that is as low-maintenance as possible for charities and gives young people wanting to contribute an opportunity at a stage in their life where they may not be financially capable, says Groth. Its community of users has played a huge role in the development of Tab for a Cause over the past 10 years, too. “Whenever we’re thinking about major decisions, we try to survey our users to get some feedback,” Groth explains. “Thanks to the internet, we get constant feedback through comments, emails and socials, so we have this really steady stream of features that people want, or what people didn’t agree with.
“A lot of people are tech-first people, and so they think of technical solutions to maximize their impact. We generally try to reach out to them and say, ‘Hey, here are some ways where you can actually have an impact.’ We’re trying to give them outlets that are a little more productive.
I first reached out to Groth and his team after being served a Facebook ad for a cause-focused tab, Tab for Cats, which focuses on rehabilitating shelter cats - right up my alley. Moving forwards Groth sees potential in tabs like these that focus on specific causes, rather than the more general extension that allows you to chop and change.
In the long-term, Groth says that he wants to detach Tab for a Cause from its reliance on ad networks and go direct with advertisers, based on the content shared through the extension, and remove the dependency on user data altogether by focusing on targeted tabs like Tab for Cats.While there’s plenty of room to grow still in the desktop tabs environment, there are still challenges - and opportunities - ahead.
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