The Philanthropic Avatar: An Analysis of Fundraising in Virtual Worlds Through the Lens of Social Capital

ABSTRACT

Unprecedented access to global philanthropic audiences via social media demands creative strategies to identify and motivate donors. One social medium not typically considered in the popular mix is virtual worlds. Using a multi-method ethnographic approach, this study contributes to the strategic communication body of knowledge by examining the purposeful usage of communication by organizations in virtual environments to build support communities and fulfill their respective fundraising missions. Through a descriptive case study, this research explores the efforts of three organizations in the 3D virtual world of Second Life: The American Cancer Society, the Michael J. Fox Foundation, and Live and Learn in Kenya. These organizations have raised millions of dollars/pounds/euros from avatars. The results reveal that social capital plays an important role in the motivation and success of virtual world fundraising activities, especially for individuals who may not otherwise engage due to physical, social, or geographic barriers. The results also highlight the opportunity for organizations to engage with international audiences and build active communities within virtual worlds.

Acknowledgments

We would like to thank Random Darrow, Solas NaGealai, Barbie Alchemi and Brique Topaz for sharing their insights about the opportunities and challenges of building support communities in virtual worlds.