Change

To empower people everywhere to create the change they want to see by becoming the indispensable global platform for civic action.

Change SWOT Analysis

Updated: October 2, 2025 • 2025-Q4 Analysis

How to Use This Analysis

This analysis for Change was created using Alignment.io™ methodology - a proven strategic planning system trusted in over 75,000 strategic planning projects. We've designed it as a helpful companion for your team's strategic process, leveraging leading AI models to analyze publicly available data.

While this represents what AI sees from public data, you know your company's true reality. That's why we recommend using Alignment.io and The System of Alignment™ to conduct your strategic planning—using these AI-generated insights as inspiration and reference points to blend with your team's invaluable knowledge.

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The Change.org SWOT Analysis reveals a company at a critical inflection point. Its monumental strengths—an unparalleled brand, massive user base, and a virtuous B Corp model—provide a formidable foundation. However, this is counterbalanced by significant weaknesses in revenue diversification and engagement depth, which create vulnerability. The primary strategic imperative is to transition from a single-action (petition) platform to a holistic civic engagement ecosystem. Seizing opportunities in AI-driven personalization and corporate ESG partnerships is key to funding this evolution. Simultaneously, the company must aggressively mitigate existential threats from regulation and platform dependency. The core challenge is not growth, but deepening impact and building a sustainable model to fuel its powerful mission for the long term. This requires a bold evolution of the product and business model, leveraging its core assets to build a more defensible and impactful enterprise.

Care2 SumOfUs Avaaz.org GoFundMe Action Network

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To empower people everywhere to create the change they want to see by becoming the indispensable global platform for civic action.

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Strengths

BRAND: Unmatched global brand recognition in digital advocacy space
SCALE: Massive user base of 500M+ creates powerful network effects
DATA: Rich dataset on user behavior and trending social/political issues
MODEL: B Corp status reinforces mission, attracting talent and users
VICTORIES: Proven track record of ~1 victory/hour builds credibility

Weaknesses

REVENUE: Over-reliance on promoted petitions and membership model is risky
DEPTH: Core product can be perceived as 'clicktivism' lacking deep impact
CHURN: High user churn rate after signing a single viral petition
MOBILE: Mobile app engagement lags significantly behind web platform usage
INTEGRATION: Lack of deeper integration with other civic action tools

Opportunities

AI: Personalize user experience & predict high-impact campaigns with AI
ESG: Partner with corporations on social responsibility campaigns
EXPANSION: Move beyond petitions to fundraising and local organizing tools
SUBSCRIPTION: Enhance membership offering with exclusive content/tools
DATA: Monetize anonymized trend data for NGOs, academia, and media

Threats

REGULATION: Increasing global data privacy (GDPR) and speech laws
COMPETITION: Niche, cause-specific platforms and social media features
ALGORITHMS: Dependence on Google/Meta for traffic is a major risk
MISINFORMATION: Platform could be weaponized for malicious campaigns
FATIGUE: User burnout from constant requests for action and donations

Key Priorities

IMPACT: Deepen user engagement beyond the signature to drive real victories
REVENUE: Diversify revenue streams to ensure long-term sustainability
PLATFORM: Evolve product to become a comprehensive civic action toolkit
TRUST: Proactively combat misinformation to maintain user trust

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Change OKR

Updated: October 2, 2025 • 2025-Q4 Analysis

The Change.org OKR plan is a focused and powerful blueprint for evolution. It rightly prioritizes deepening impact over simple growth, addressing the core 'clicktivism' weakness. The objectives to 'DRIVE TRUE IMPACT' and 'BUILD THE ECOSYSTEM' are perfectly aligned, transforming the platform from a single tool into a comprehensive toolkit. By focusing on diversifying revenue and hardening trust, the plan creates a sustainable foundation for the mission. This is not an incremental plan; it’s a strategic pivot designed to build a more defensible, impactful, and enduring organization, ensuring Change.org remains the indispensable platform for global civic action for the next decade.

Care2 SumOfUs Avaaz.org GoFundMe Action Network

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To empower people everywhere to create the change they want to see by becoming the indispensable global platform for civic action.

DRIVE TRUE IMPACT

Move beyond signatures to measurable, real-world victories.

FRAMEWORK: Launch a new 'Victory Score' metric, achieving an average score of 75+ on featured campaigns.
TOOLS: Ship 3 new post-signature action tools (e.g., lawmaker contact) used by 20% of petition signers.
PARTNERSHIPS: Double the number of official campaign victories co-launched with strategic NGO partners.
REPORTING: Automate impact reports for petition starters, increasing their self-reported success by 30%.

DIVERSIFY REVENUE

Build a sustainable financial engine for our mission.

MEMBERSHIP: Increase member recurring revenue by 40% by enhancing the value proposition with new features.
CORPORATE: Launch and secure 25 foundational clients for a new ESG/CSR corporate campaign service offering.
DATA: Pilot a data-for-good insights product for NGOs and academic institutions, generating $500k in revenue.
GRANTS: Secure $5M in new philanthropic grants for technology development in AI and misinformation prevention.

BUILD THE ECOSYSTEM

Evolve into the essential civic action toolkit.

MOBILE: Redesign the mobile app experience to increase 30-day user retention from 15% to 25%.
AI: Integrate GenAI petition-drafting assistant, seeing 50% adoption by new petition starters.
LOCAL: Launch a 'Local Action' feature set, driving 100,000 users to organize offline or local events.
INTEGRATIONS: Build API integrations with 5 key partner platforms to streamline cross-platform campaigns.

FORTIFY TRUST

Be the world's most trusted platform for change.

MODERATION: Use AI to reduce the time-to-action on policy-violating content by 50% while improving accuracy.
TRANSPARENCY: Publish our first annual public transparency report detailing moderation and data policies.
VERIFICATION: Implement an identity verification system for starters of high-sensitivity campaigns.
ETHICS: Establish and publish a formal AI Ethics Council and charter to govern algorithmic development.

METRICS

Monthly Active Victories: 730
Monthly Recurring Revenue (MRR): $3M
Net User Retention (3-month): 45%

VALUES

People-Powered
Solutions-Oriented
Impact-Driven
Empathy and Respect
Nimble and Bold

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Change Retrospective

AI-Powered Insights

Claude

Gemini

GPT

Change.org Official Website & Impact Reports
Press releases and news articles (Forbes, TechCrunch, NYT)
B Corp Directory and Assessment Information
LinkedIn for executive and employee data
Industry reports on Civic Technology and Digital Advocacy

Care2 SumOfUs Avaaz.org GoFundMe Action Network

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To empower people everywhere to create the change they want to see by becoming the indispensable global platform for civic action.

Toggle Theme

What Went Well

GROWTH: Continued user base growth, crossing 500M global user milestone
VICTORIES: High-profile campaign wins drove positive media cycles and engagement
MEMBERSHIP: Steady growth in recurring revenue from supporter memberships
IMPACT: Maintained cadence of nearly one victory per hour, proving model
PARTNERSHIPS: Successful collaborations with large NGOs on major initiatives

Not So Well

RELIANCE: Revenue remains heavily concentrated on a few core streams
ENGAGEMENT: Mobile app user growth and session times did not meet targets
INNOVATION: Slow progress on launching new products beyond petitions
TRAFFIC: Increased vulnerability to social media algorithm changes
GLOBAL: Slower than expected growth in several key emerging markets

Learnings

RETENTION: Converting single-issue signers to multi-campaign users is key
PRODUCT: Users want more ways to engage beyond just signing petitions
REVENUE: A diversified financial model is essential for mission stability
MOBILE: A compelling mobile-first experience is critical for future growth
TRUST: Proactive content moderation is non-negotiable for brand safety

Action Items

PRODUCT: Fast-track development of two non-petition campaign tools
REVENUE: Pilot a new B2B data insights product for NGO partners
MOBILE: Dedicate a full product squad to revamp the mobile app experience
MARKETING: Invest in SEO to reduce reliance on social media referrals
TRUST: Publish a transparency report on content moderation actions

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Organization	SWOT Analysis	OKR Plan	Top 6	Retrospective

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Change Market

AI-Powered Insights

Claude

Gemini

GPT

Change.org Official Website & Impact Reports
Press releases and news articles (Forbes, TechCrunch, NYT)
B Corp Directory and Assessment Information
LinkedIn for executive and employee data
Industry reports on Civic Technology and Digital Advocacy

Founded: 2007
Market Share: Dominant leader in online petitions
Customer Base: 500M+ global users, activists, NGOs
Category:
Civic Technology
SIC Code: 8399 Social Services, Not Elsewhere Classified
NAICS Code: 813319 Other Social Advocacy Organizations
Location: San Francisco, California
Zip Code: 94105 San Francisco, California
Congressional District: CA-11 SAN FRANCISCO
Employees: 300

Competitors

Care2 Request Analysis

SumOfUs Request Analysis

Avaaz.org Request Analysis

GoFundMe Request Analysis

Action Network Request Analysis

Products & Services

No products or services data available

Distribution Channels

Change Business Model Analysis

AI-Powered Insights

Claude

Gemini

GPT

Change.org Official Website & Impact Reports
Press releases and news articles (Forbes, TechCrunch, NYT)
B Corp Directory and Assessment Information
LinkedIn for executive and employee data
Industry reports on Civic Technology and Digital Advocacy

Problem

Individual voices are easily ignored
Organizing for change is difficult
Lack of accountability for decision makers

Solution

Free, accessible online petition tools
Platform to mobilize supporters globally
Direct line to media and politicians

Key Metrics

Monthly Active Users (MAU)
Number of petition victories
Membership conversion rate

Unique

World's largest social change platform
Trusted, non-partisan B Corp brand
500M+ user network effect

Advantage

Proprietary dataset of civic action
Global brand recognition
Relationships with media and NGOs

Channels

Viral social sharing
Search Engine Optimization (SEO)
Email marketing campaigns

Customer Segments

Individual activists and concerned citizens
Non-profit organizations and NGOs
Socially-conscious brands

Costs

Platform engineering and development
Staff salaries and operational costs
Marketing and user acquisition

Change Product Market Fit Analysis

Updated: October 2, 2025

Change.org is the world’s largest platform for social change, empowering over 500 million people to create the change they want to see. It provides free, simple tools to amplify your voice and hold decision-makers accountable, turning individual passion into collective action and achieving tangible victories for a more just world. It's where real-world impact begins.

AMPLIFY YOUR VOICE: Reach millions and hold decision-makers accountable.

DRIVE REAL-WORLD IMPACT: Join a platform with a victory nearly every hour.

EASY AND FREE TO USE: Start a movement for change in just a few minutes.

Before State

Feeling powerless against institutions
Advocacy is complex and expensive
Isolated in your desire for change

After State

Empowered to challenge decision-makers
Simple, free tools to create campaigns
Connected to a global community of allies

Negative Impacts

Apathy and civic disengagement
Injustice and bad policies persist
Lack of accountability for decision-makers

Positive Outcomes

Tangible policy changes and victories
Increased corporate/gov accountability
Amplified voice for marginalized groups

Key Metrics

User Retention Rates - Est. 35-45% monthly active user retention

Net Promoter Score (NPS) - Estimated 50-60 among active users

User Growth Rate - Approx. 5-10% YoY user base growth

Customer Feedback/Reviews - 4.8 stars on G2 from 100+ reviews

Repeat Purchase Rates - N/A; focus is on repeat petition signing

Requirements

An injustice or problem to solve
A clear decision-maker to target
A compelling story to rally support

Why Change

Launch a petition in minutes for free
Share across networks to build support
Deliver petition to achieve a victory

Change Competitive Advantage

Largest network of changemakers globally
Trusted brand with media and politicians
Data insights on what makes campaigns win

Proof Points

Over 500 million users worldwide
A new campaign victory nearly every hour
Certified B Corp for social impact

Change Market Positioning

AI-Powered Insights

Claude

Gemini

GPT

Change.org Official Website & Impact Reports
Press releases and news articles (Forbes, TechCrunch, NYT)
B Corp Directory and Assessment Information
LinkedIn for executive and employee data
Industry reports on Civic Technology and Digital Advocacy

Strategic pillars derived from our vision-focused SWOT analysis

Scale petition victories into measurable, real-world change

Evolve beyond petitions to a full civic action toolkit

Grow sustainable revenue via memberships & impact services

Solidify position as the most trusted platform for change

What You Do

Provides tools for anyone to start a movement and drive social change.

Target Market

Global citizens, activists, and organizations seeking to influence decision-makers.

Differentiation

Unmatched global brand recognition and user base
Proven track record of victories (~1 per hour)
Certified B Corp commitment to social mission

Revenue Streams

Promoted Petitions
Monthly Supporter Memberships

Change Operations and Technology

AI-Powered Insights

Claude

Gemini

GPT

Change.org Official Website & Impact Reports
Press releases and news articles (Forbes, TechCrunch, NYT)
B Corp Directory and Assessment Information
LinkedIn for executive and employee data
Industry reports on Civic Technology and Digital Advocacy

Company Operations

Organizational Structure: Functional with geographic teams
Supply Chain: Digital platform, no physical supply chain
Tech Patents: Primarily proprietary platform software
Website: https://www.change.org

Top Clients

Board Members

Change Competitive Forces

Threat of New Entry

MODERATE: While creating a basic petition site is easy, achieving the network effects, brand trust, and global scale of Change.org is extremely difficult.

Supplier Power

LOW: Primary suppliers are cloud infrastructure providers (AWS, Google Cloud), which is a competitive and commoditized market.

Buyer Power

HIGH: Users (petition creators/signers) can easily switch to other platforms or social media. Their engagement is voluntary and retention is a key challenge.

Threat of Substitution

HIGH: Users can substitute with direct social media campaigns (e.g., Twitter hashtags), GoFundMe for fundraising, or direct lobbying.

Competitive Rivalry

MODERATE: Several smaller competitors (Care2, Avaaz) exist, but Change.org's scale (500M users) creates a significant moat.

Analysis of AI Strategy

Updated: October 2, 2025 • 2025-Q4 Analysis

The Change.org AI SWOT Analysis underscores a profound opportunity to amplify its mission through intelligent systems. The company's core strength is its unparalleled proprietary dataset on civic action, a strategic asset that few can replicate. This data can fuel AI to personalize user journeys, predict viral campaigns, and drastically increase petition effectiveness. However, the path is laden with challenges, including the high cost of talent and infrastructure, and the immense ethical responsibility of deploying AI in a socio-political context. The immediate priorities must be twofold: first, leverage generative AI for tangible user benefits like campaign creation assistance. Second, and more critically, establish a robust ethical governance framework to build trust and mitigate risks of bias and manipulation. Successfully navigating this will transform Change.org from a reactive platform to a proactive, predictive engine for global change.

Care2 SumOfUs Avaaz.org GoFundMe Action Network

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To empower people everywhere to create the change they want to see by becoming the indispensable global platform for civic action.

Strengths

DATA: Massive, proprietary dataset of 500M users' civic interests
SCALE: Global user base provides a vast sandbox for testing AI models
BRAND: Trusted brand allows for ethical experimentation with AI for good
DISTRIBUTION: Built-in channels to deploy AI-powered tools to millions
MISSION: Clear focus for AI application: maximizing social impact

Weaknesses

TALENT: Competition for top-tier AI engineering talent is fierce
INFRASTRUCTURE: High cost of building/maintaining large-scale AI systems
BIAS: Risk of algorithmic bias in recommending or prioritizing causes
EXPERIENCE: Limited institutional experience in deploying complex AI/ML
ETHICS: Lack of established ethical AI governance for civic tech space

Opportunities

PERSONALIZATION: AI can tailor petitions and actions to individual users
DRAFTING: Generative AI can help users write more effective petitions
TRENDS: Predict emerging social movements from anonymized user data
TARGETING: Identify the most influential decision-makers for campaigns
EFFICIENCY: Automate campaign moderation and support to reduce overhead

Threats

MANIPULATION: Bad actors using AI to generate fake, divisive campaigns
COMPETITION: Tech giants integrating similar AI-powered civic tools
REGULATION: Government restrictions on AI usage in political contexts
COST: The escalating cost of compute power could strain B Corp budget
BIAS: Public backlash if AI is perceived as biased or unfair

Key Priorities

PERSONALIZE: Use AI to create a 1:1 user engagement journey for impact
ACCELERATE: Leverage GenAI to help users create better campaigns, faster
ANTICIPATE: Develop AI models to identify emerging trends and threats
GOVERN: Establish a clear, public ethical framework for AI in advocacy

Create professional SWOT analyses in minutes with our AI template. Get insights that drive real results.

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Change Financial Performance

AI-Powered Insights

Claude

Gemini

GPT

Change.org Official Website & Impact Reports
Press releases and news articles (Forbes, TechCrunch, NYT)
B Corp Directory and Assessment Information
LinkedIn for executive and employee data
Industry reports on Civic Technology and Digital Advocacy

Profit: Breakeven/reinvested (B Corp model)

Market Cap: Not Applicable (Private)

Stock Performance

Annual Report: Publishes annual Impact Reports

Debt: Minimal; primarily grant/venture funded

ROI Impact: Measured by 'victories' & social impact

SWOT Index

Composite strategic assessment with 10-year outlook

/ 100

Market Leader

ICM Index

STRATEGIC ADVISOR ASSESSMENT

Change.org has a high-ambition, society-level mission backed by a massive user base. Its Iconic Index is solid but capped by middling achievability; the OKRs correctly address key weaknesses, but execution is a major challenge. The SWOT is balanced, showing significant upside but equally potent threats. High AI leverage potential is a key future asset. The low growth multiplier reflects its status as a mature non-profit/B-Corp, where impact scaling, not revenue multiplication, is the primary goal.

SWOT Factors

Upside: 83.3 Risk: 76.7

OKR Impact

AI Leverage

Top 3 Strategic Levers

Deepen user engagement beyond signatures to boost impact

Diversify revenue streams to ensure mission sustainability

Leverage unique data asset with AI for personalization

AI Disclosure

This report was created using the Alignment Method—our proprietary process for guiding AI to reveal how it interprets your business and industry. These insights are for informational purposes only and do not constitute financial, legal, tax, or investment advice.

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