Investing in Open Source: Brand Marketing and Collective Support Strategy

This chapter explores a tech company's brand marketing strategy centered on open source initiatives, highlighting how it strengthens their identity among developer audiences. The introduction of the OSS Pledge showcases a collective effort to financially support open source projects, emphasizing community and collaboration.

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Episode notes

Guest

Chad Whitacre

Panelists

Richard Littauer | Eriol Fox

Show Notes

In this episode, host Richard Littauer and co-host Eriol Fox interview Chad Whitacre, a key figure in the open source community and Head of Open Source at Sentry. Today, they delve into the challenges and strategies related to sustaining open source projects, focusing on Sentry's efforts to fund open source through various initiatives, including the ambitious Open Source Pledge. The discussion covers the history of Sentry's commitment to open source, the creation of a comprehensive funding program, and the launch of the Open Source Pledge. The pledge aims to encourage companies to contribute financially to open source by establishing a social norm. Chad also touches on the broader impact and potential of open source foundations and platforms in allocating funds and supporting maintainers, highlighting the importance of making open source a core part of company culture and brand identity. Press download now to hear more!

[00:01:50] Chad provides a brief history of Sentry, its evolution from an open source project to a start-up, and its commitment to support open source projects. He discusses Sentry’s open source funding program, its growth over the years, and the company’s budget plans for the current year.

[00:04:04] Chad talks about the importance of other companies joining Sentry in funding open source projects and mentions the launch of the “Open Source Pledge.”

[00:05:05] Chad explains that funding open source is part of Sentry’s brand marketing, similar to how large companies sponsor events for brand visibility.

[00:07:48] Richard asks about the potential dilution of Sentry’s brand by encouraging other companies to join the funding efforts. Chad explains that the “Open Source Pledge” requires companies to contribute a minimum of $2,000 per developer annually and share their contributions publicly.

[00:11:37] Eriol expresses concerns about the focus on developers, noting the importance of other roles like designers in the open source ecosystem. Chad acknowledges the different roles in open source and discusses how Sentry focuses on funding dependencies critical to their tech stack.

[00:14:56] Chad talks about the role of open source foundations, especially in light of new European regulations (CRA), and their potential to steward funds more effectively.

[00:18:55] Richard questions how foundations can pay developers under U.S. law, leading to a discussion on the need for potential changes in how foundations operate.

[00:21:48] Eriol appreciates the “Open Source Pledge” for providing a vocabulary and structure to involve organizations and companies in supporting open source.

[00:23:06] Chad talks about the upcoming media campaign to promote the pledge and the aim to establish a new social norm around funding open source.

[00:25:13] Richard asks how the pledge ensures that funds given are truly no-strings- attached to which Chad responds that platforms like GitHub Sponsors typically enforce a no-strings-attached culture, and the pledge doesn’t directly handle funds but incentivizes companies to contribute through established platforms.

[00:27:56] Richard seeks clarification on how the pledge ensures contributions don’t come with expectations of ongoing development work from maintainers. Chad emphasizes the need for adding more financial support to the open source ecosystem and fostering collaboration among platforms, foundations, and maintainers.

[00:33:49] The conversation concludes with a brief mention of Fair Source, another initiative Chad is involved in.

[00:34:14] Find out where you can follow Chad and his work online.