In this keynote address from the 2008 Gathering, Sean Parker, Facebook's founding president, introduces participants to the Causes application. Built with three goals in mind—empowering individuals, increasing efficiency in the nonprofit sector, and restructuring the political process—Causes is engineered to create social movements.

As Parker unpacks the dynamic shift in how internet users interact online, he notes that because today's online communities are representative of the real world, social dynamics are now a motivational force on websites like Facebook. With more than 200 million active users, Parker explains how social entrepreneurs can use social media tools to raise money and recruit volunteers. His fundamental message is that online engagement will enable organizations to create social movements that are more powerful and more efficient than ever before.