Geolocation apps for mobile devices are one of the rising social media trends du jour and Foursquare is the undisputed leader of the pack. But Shopkick’s latest free iPhone app, CauseWorld, delivers geolocation technology with a philanthropic twist - it allows users to make charitable contributions just by walking into stores.

Launched in December of 2009, CauseWorld works in the same way as apps like Foursquare and Gowalla. Using geolocation, the app will show the user a list of nearby participating stores. The user enters the store, checks in on their phone, and earns “karma” – no purchase necessary. “Karma” is not measured in dollar amounts, but in actual deeds. There are nine pre-defined causes, with karma costs ranging from 2-100. Supported by a $500,000 fund donated by Citi and Kraft, CauseWorld is able to take action without any paid contribution from the app user.

With so-called “microgiving” on the rise, Shopkick seems to have stepped into an open mobile niche. But can CauseWorld compete with Foursquare? Let’s take a look at how they stack up:

CauseWorld vs. Foursquare

1. Integration with Other Platforms. Both have wisely integrated with Facebook, allowing users to post their latest accomplishments in order to generate more interest but Foursquare also integrates with Twitter. Real-time updates rock – +1 Foursquare
   
2. Prizes vs. Donations. Foursquare users earn badges for visiting participating locations. The most frequent visitor can become a location’s “Mayor,” entitling him or her to free promotional items. CauseWorld karma-collectors are able to make increasingly more large-scale charitable contributions as their visits pile up. Giving is in – +1 CauseWorld
   
3. City Guide vs. Karma Guide. Foursquare serves as a neighborhood guide, showing lists of all businesses in the area. According to Michael Arrington at TechCrunch, CauseWorld lists only the businesses that offer karma. To-do lists and tips are good – +2 Foursquare
   
4. Competitors vs. Do-Gooders. Foursquare may attract users with a desire to compete (looking to earn Mayor-status prizes). After the thrill of the chase has ceased, these users may move on to a new challenge: a different app. With only charitable giving offered in exchange for use, CauseWorld attracts users who have a desire to “do good.” As Marijane Miller of WhatGives writes, a CauseWorld user is “potentially more likely to be converted into a regular shopper” at a store that back his or her cause and values. Doing good and potential ROI – +2 CauseWorld

Winner: ?

CauseWorld is just the first of Shopkick’s soon-to-expand repertoire of offerings. However, bloggers such as Joe Waters have begun to speculate how philanthropy and microgiving can be more consistently incorporated into the Foursquare universe. Is it idealistic to believe that CauseWorld has a fighting chance to survive in the same arena as Foursquare?

- By Emily Coogan, New Media Intern & Marcus Andrews, New Media Associate

Comments

Jeff Tatanus	February 2, 2010 2:36 PM I believe that overall, CauseWorld has a great idea, but it would better be implemented through integration with an existing platform such as foursquare or Gowalla. By creating a "currency" of karma points, the user is only incentivized to check in as many times as possible. In my experience, I have not seen any locations which award more karma than the standard 10 points, making no location more special or desirable than another. Foursquare already has an API and Gowalla has one in the works. This will allow these services to grow in a manner similar to Twitter, with the ability for new applications and features to be developed by the community. A similar charitable functionality could be a great springboard to promote user interaction and perhaps draw users to visit particular location, but the existing system is not particularly engaging or relevant.
Marcus Andrews	February 2, 2010 2:45 PM Hey Jeff, great comment. I think Foursquare does have a very strong platform, especially when considering the ability to add to-do lists and tips. To piggyback off your thoughts I think it would be a springboard for Foursquare to add some charitable features. Maybe have a heart badge for giving blood or a do-gooder badge for donating to GoodWill. -Marcus
Jeff Tatanus	February 2, 2010 2:59 PM reminds me of the Foursquare / Pepsi promo a while back - http://thenextweb.com/2009/12/07/foursquare-pepsi-team-charity/ Foursquare badges would be a good way of rewarding repeat behavior, such as checking in at a soup kitchen or animal shelter on a regular basis.
Emily Coogan	February 2, 2010 3:25 PM Hey Jeff, The Pepsi promo was a great example of how Foursquare can be used for a strong cause effort. You raise a really good point about rewarding repeat behavior, and Foursquare definitely could (and very well may) move in that direction in terms of integrating a cause element. So, the big question is whether or not CauseWorld even has a chance. You mentioned what you seem to perceive as a flaw in the karma currency system - that no location is more special or desirable than another. Do you think there's a way to use CauseWorld could use the karma system more effectively? - Emily
Joe Waters	February 2, 2010 3:48 PM Thanks for including my post on Foursquare in the dialogue, gang. I think Causeworld is a great app and does a wonderful service. But I think the real question is are consumers willing to bypass other broad-based services like Foursquare in favor of a standalone product like Causeworld. And let's be clear: as long as the name is Causeworld, it's going to be about one thing, no matter how many things it does. But asking consumers to opt for Causeworld is like asking internet users to leave Google for GoodSearch. They are just not going to do it in droves, and there is not much more evidence that consumers will embrace a niche cause product. As I say in my post, consumers want a world with causes, not a cause world. And the former is best served by Foursquare.
Holt Murray	February 3, 2010 10:15 AM Karma's gonna get you Foursquare was there first and the awareness level and usage is mile high, especially on the heels of the Pepsi partnership (and I'll bet many impending happenings). However, as long as CauseWorld connects to FB - and I'd be dog-goned if they don't end up w/ a twitter connect soon - this is not going to be a one horse takes all race. Foursquare will always be the Hertz to CauseWorld's Avis, and has a few decided legs up, if this is seen as a flat-out competition (but, I still lobby that it isn't a winner take all joust), but,... Most posts I've read have detailed inaccurate info regarding CauseWorld, to wit: - The Goodsearch to Google comparison is great, but where it falls a bit flat is that CauseWorld's app is frankly BETTER in look, feel, and usability. - When I'm in a new spot, CauseWorld automatically refreshes; I have to refresh FourSquare. - Causeworld shows me how many feet I am away from a location, Foursquare may or may not have an address, depending on the user who logged in the info. - I have seen different locations with different Karma levels, so yes, there is different values - CauseWorld consistently has more log-in spots per location I'm at than Foursquare - CauseWorld is a more engaging and fun app on the smart phone; I look forward to logging in on CauseWorld - Pre-entered locations make for verifiable results - which in turn can be taken to busienesses to expand any possible partnersahips (read: greater Karma) Foursquare is way ahead in the game and having 'friends' is something CauseWorld should look to emulate. Foursquare shows all businesses that are ENTERED by users, CauseWorld has them already logged in -- I have yet to be in a location in the city, the suburb, or in a more rural area, where CauseWorld doesn't have more locations at which to check. Tehre have even been locations I didn't know exist in my v
Marcus Andrews	February 3, 2010 11:41 AM @Joe I don't agree that the difference between FourSquare and Causeworld is a big as Google and Goodsearch but point taken. Also, I would venture to say that the race is much closer than you think. If Casueworld has already established relationships with big brands like Kraft and Citi they shouldn't be dismissed. FourSquare is booming but all young viral products are fleeting. @Holt, I agree that the UI of Causeworld is much more pleasant than Foursquare. Likewise I cannot understand why they haven't integrated with Twitter! I feel like you have been using the app a lot and that is what could really help Causeworld. They need more people shouting from the rooftops how great their features are, especially on Twitter. That could give them a huge shot in the arm. -Marcus
Christa Keizer	February 4, 2010 12:35 AM What about the rumors of Facebook integrating geotagging? Could that be a risk to FourSquare and Gowalla?
Marcus Andrews	February 5, 2010 12:29 PM That is an interesting possibility. I haven't heard much about Facebook jumping in the whole geo-tagging game but I would be VERY surprised if they didn't. Also, I don't think Facebook is a direct risk to FourSquare or Gowalla because they are in pretty separate and distinct niches. I know Facebook wants to become the only website you use on the internet but for them to enter this market would be a big stretch - at least right now. -Marcus

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