// startup autopsy

Causes

A good cause couldn't save it from platform dependency

platform dependencyAcqui-hire

Fatal mistake: Causes built its entire user acquisition and engagement engine inside Facebook's walled garden, leaving it fully exposed when Facebook deprioritized third-party apps.

Founded	2007
Closed	2014
Country	USA
Sector	Social

50%

Key Events Timeline

2007-01

FOUNDING

Causes founded by Joe Green and Sean Parker as a Facebook application for social activism and fundraising.

2010-06

FUNDING

Raised $16.35M total funding to expand its social fundraising platform capabilities.

2012-09

PIVOT

Attempted to pivot toward a standalone platform as Facebook began reducing third-party app visibility and organic reach.

2014-03

SHUTDOWN

Acquired by Brigade Media after failing to sustain independent growth beyond its Facebook-dependent infrastructure.

Full Analysis

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Documented cause

Causes, a social fundraising and petition platform built on Facebook, failed due to fundamental dependency on Facebook's platform and ecosystem. The startup's growth was entirely tethered to Facebook's third-pa...

rty app visibility and distribution mechanisms. When Facebook reduced visibility for third-party applications—a strategic shift the platform made to control its ecosystem and prioritize native feature

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€60M

Peak valuation

HypeCycle · MoatType · ResearchTags

Causes raised €16.35M before causes built its entire user acquisition and engagement engine inside facebook's walled garden, leaving it fully exposed when facebook deprioritized third-party apps. ended it. See the documented cause, verified lesson and all failure signals.

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Key Events Timeline

Documented cause

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