Get a (Second) Life!

Virtual realities might soon be a place to raise real money.

July 2008 By Melissa Busch

multipage

Among the nonprofits with a SL presence, perhaps the most successful in terms of fundraising is the American Cancer Society. Over the last four years, ACS has raised more than $275,000 from its virtual Relay For Life events, according to Randal Moss, director of ACS’ Futuring and Innovation Center. Donations have steadily increased — from $5,000 the first year to $111,000 (as of June 11), and the virtual walkathon for 2008 isn’t until July 20. The society also has raised $4,000 for its virtual Making Strides Against Breast Cancer campaign.

Moss says ACS also uses SL to educate and engage the community, hosting virtual meetings for cancer survivors where up to 30 avatars attend twice a week.

“It is a nonprofit’s responsibility to try and have a presence here,” Moss says. “For some segments of the population, SL is their real world, and this is your only way to reach them.”

He adds that nonprofits really don’t lose anything by tapping into virtual environments.

“It’s cost-neutral,” Moss says. “It’s important for people to explore these communities and engage.”

Tips to try
TechSoup’s Tenby offers these tips for nonprofits interested in journeying into SL and other virtual worlds.

1. Don’t register with the goal of raising money right off the bat. Get to know the world — and the people who populate it — first. “Be mindful of the belligerent learning curve,” she warns.

2. Find a Second Life mentor, and visit the TechSoup space on Second Life. TechSoup created a virtual office in Second Life, where nonprofits can meet and share ideas.

She also encourages newcomers to attend TechSoup’s weekly virtual meetings each Friday from 8:30 a.m. to 10:30 a.m. PST. “A kind mentor can help show you the ropes,” she says. “You don’t have to be a techie to succeed — you just need an imagination.”

3. Don’t buy everything. Once you get inside, you’ll be faced with plenty of offers to buy this and that. “Sign up for the free account,” Tenby says. “There is plenty of free stuff out there.”

4. Don’t be put off by the snide remarks by those who just don’t get it. Some people are wary of virtual worlds and question them because they originated as places for entertainment. Even “The Daily Show” host Jon Stewart took a jab at Tenby and SL after she testified to Congress about the virtual world and its importance.

“It’s very easily mocked,” Tenby says. “People are afraid of it.”

Tenby compares it to Games for Change, which provides support, visibility and shared resources to individuals and organizations using digital games for social change.

“There are games like Grand Theft Auto and others where you … kill and steal,” she says. “Why not games for social change?”

5. Be ready to put in your time. Tenby urges users to spend one to two hours per week getting to know the virtual world. “Don’t just think you can slap a sign on a wall [in SL] and think you have a presence there,” Tenby says. “Invest time. You must be there to be there.” FS