Is it possible to build a successful web portal and community hub around issues and activism? So far, no one has succeeded in this quest, though there a lot of people trying and one could argue that sites as diverse as DailyKos.com, Townhall.com, and Idealist.org each play this kind of role for tens of thousands of reader/members, and projects like the Facebook Causes platform built by Project Agape, Razoo, Changing the Present, Donors Choose and Kiva.org each have somewhat similar aspirations.

One of the longer-distance runners in this search for the holy grail of social change organizing online is Ben Rattray of Change.org, who Josh Levy and I wrote up back in December 2007. Back then, Change.org was going through its first major re-design, shifting from focusing on individual users looking to connect with specific causes, to a platform for organizations looking for a ready-to-use social network toolset tuned to their members. The elevator pitch Rattray used with us was that Change was "Ning for non-profits," and he thought the new approach would not only meld well with the site's 50,000 members but would also, through subscription revenue, help float Change.org's boat.

Well, now Rattray is on to a new vision and strategy to expand Change.org's reach, and as close readers of this site already know, he lured Josh away with promises of untold riches and seventy virgins to help him build it out. (No, we are not bitter.) Earlier this week I had a chance to chat with both of them about this new approach, and here are my notes on the conversation.