One nonprofit group that has started to tap the potential of virtual worlds is the American Cancer Society, which has held two “Relay for Life” fundraising events “in world,” as denizens of the 3-D Web refer to events in the virtual world. Second Life users made pledges for their avatars, who took part in the runs. At a cost of only $1,200 to rent space on the site, the cancer society raised more than $46,000. It hopes to realize $75,000 at this year’s relay. And, in addition to fundraising, the society has a link that takes Internet users back to the organization’s home Web site. “What we’re talking about here is the convergence of the virtual world and the real world,” said the society’s Randal Moss.
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03 April 2007
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Trevor Cook
- Trevor is a doctoral student in politics at the University of Sydney. He also tutors in the area of Australian foreign and defence policy. He has been blogging since November 2003 and over the past decade he has written many articles on politics, public relations and social media for newspapers, magazines and websites (ABC Unleashed, Crikey, New Matilda and Online Opinion).
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