The iRescue DIY campaign is niche in that it is specifically geared toward refugee issues. The site is currently underscoring the necessity for money needed in areas impacted by the East African drought.
Implications - Internet users without much technical experience want to a have a way to share their voice with a larger community. Kickstarter, for example, makes it easy to create a profile and raise funds for a artistic project. Companies should consider how they can encourage greater participation in the digital space.