Yours truly was on vacation last week when the newest addition to the non-profit social media space launched: Jumo.

I had been eagerly anticipating the launch to assess the niche within the non-profit space that Chris Hughes would choose to target with this new social network.  I must admit, after giving the site a once over, I don’t know that I see that niche.

There are some positives to the site: the sign-up process is easy (for both individuals and organizations), the information display on both personal homepages and organization pages is convenient and (for me at least) the algorithm used to suggest potential projects of interest based on your feedback seems to work fine.

But, I just fail to see how agglomerating information about an organization from Facebook and Twitter and adding a donate button is going to drive any deeper engagement with non-profit organizations in the diabetes space (or any other), which the site claims to be its main goal.  There doesn’t seem to be any way for supporters of an organization to find others in their area or to build relationships with one another.  Nor does there seem to be a way to track activity completed on behalf of an organization.  I think Hughes is missing the main point of what made his efforts with the Obama Campaign so successful: using social media as a platform to connect people based on common interests and giving users the tools to build on those connections to ultimately drive offline action.

What do you guys think?  Will Jumo add anything to the DOC or is it YASN (Yet Another Social Network)?

Leave your thoughts in the comments below.