Filed under: Donations, GoodTree, Imagination, social responsibility, Web 2.0
A few months ago, I compared the business models and apparent legitimacy of GoodSearch and GoodTree. Recently, thanks to an email from one of the founders, I became aware of SearchKindly.
To recap previous posts about GoodSearch and GoodTree (the comments are a great read and have lots of interesting perspectives, including a response from GoodTree’s founder), GoodSearch lets you pick a charity and search either in your browser’s searchbar or on their site. Your search donates one cent to your charity of choice and you get Yahoo search results. GoodTree gives you the same search functionality, except that your choice of charity is limited to 50 or so large NGOs and instead of Yahoo seach results you get that of Infospace, a public company with an ugly history that creates private label search engines. While those are big negatives, you can create your own personalized homepage, which you can’t with GoodSearch. Both are for-profit companies that donate 50% of their revenue to the charities specified.
SearchKindly is similar to the other two in that it allows you to direct someone else’s money to charities via searching. Unlike the others, however, SearchKindly is an all-volunteer nonprofit organization that says it donates 100% of its revenue to charity. Instead of Yahoo or Infospace results, you get Google search results, which I regard as top notch.
The catch is that their money comes from banner ads on the cluttered SearchKindly site. The charity of the month (picked by the founders from user suggestions) gets about 1/3 of a cent from each page view of the SearchKindly site, and nothing from the search results themselves. When you search through the downloadable SearchKindly browser searchbar and press enter, it takes you to the SearchKindly site, where you have to wait for the ads to load and press enter again to get to your search results.
They certainly have an interesting idea. Google search is the best, and the fact that GoodSearch and GoodTree didn’t have Google search powering their sites is a big downside for them. And you certainly can’t argue with 100% of revenues going to the charities, even if it seems a little too good to be true (who pays for hosting/bandwidth/coffee?).
I’m not terribly bothered by the theoretical annoyingness of the SearchKindly ads. The more advertisers they can draw there to give money to charities, the better.
But waiting for the Flash ads to load so I can press enter the second time to get to the results is surprisingly bothersome. It’s just a couple of seconds, but it seems much longer. I’ve gotten spoiled on instantaneous search, and by making me wait until the ads load, the site reminds me of The Hunger Site.
I like The Hunger Site, and I should go there every day, but I don’t. I like to feel that I’m helping the world by my actions, not by my patience, and while searching seems to be an active part of my life, visiting websites for the express purpose of being advertised to does not sound appealing.
I want SearchKindly to thrive. It has the best search results and zero overhead. I want them to keep striving and innovating. If their ads loaded as automatically as lower-paying text ads, I’d be a humongous SearchKindly supporter. As it stands now I’m pretty ambivalent about all three offerings. I have SearchKindly’s searchbar in my browser right now, and I’m going to give it a few weeks to see if I get used to the waiting and clicking twice. Although GoodTree and (especially) Goodsearch have built up name recognition by going live earlier, there is little barrier to changing search providers, so maybe SearchKindly will gain a footing.
From a business perspective, it will be interesting to see how SearchKindly does in comparison to GoodSearch and GoodTree. Per use, SearchKindly generates only 1/3 as much money to charity as the other two. So for it to become a major player in the charity search field, people have to find their service three times as useful as the others. And by “their service” I mean Google. So are Google search results worh three times as much to people as Yahoo’s or Infospace’s? Or do people even notice a difference? I do, and I’m going with SearchKindly, at least for now.
From a philosophical perspective, these are similar groups doing similar things. One is a nonprofit, the other two are for-profit, social entrepreneurial activities. Both have their pros and cons, and it will be interesting to see if one of the two revenue-distribution models gives a clear advantage to any party.
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