Edward Norton is looking to use people's passion for social media sites for a good cause. The actor recently had a hand in creating what he called the "Facebook of philanthropy", a social media site Crowdrise.
In an interview with CNN, "This is the platform where you plant a flag and say this is who I am, as defined by what do I care about? What am I passionate about? What causes do I support?" Norton said. "It can be anything. We don't try to suggest to you what you ought to care about. We're just saying, find your own way."
On the site, people create page and can start fundraisers to ask for donations from friends, family, and other users. Norton is also not the only celebrity on the site. Will Ferrell, Paul Rudd, Russell Brand, and Elizabeth Banks.
"Look, you've got a generation of people coming along who are going to form their own new relationship with the idea of supporting the causes that they care about or changing the world," Norton said in his interview. "And these people are not going to do it the way our parents do it."
On the site members can also earn points and win prizes when their fundraising efforts reach certain benchmarks. "If you don't give back, no one will like you. That is our core philosophy. We're a bunch of dorks," Norton told CNN.