1. LIVE CASEReal-life charities’ activities in the virtual world Group 1a. Niklas, Ekaterina & Franziska 2304 Media Management 2011-02-07

2. Executive Summary 2 Real Life Charities will have to develop certain resources and capabilities to have successful virtual world presences Various possible virtual world activities which yet have to be proven which are the most promising All STEEP forces have a medium to high impact on virtual world presences which therefore have to be considered thoroughly before establishing one Few Real-Life Charity activity in the Virtual World yet due to various barriers BUT, Virtual World presence could become an important complement for the future

3. What is a Charity? 1 Real Life vs Virtual World Charity 2 Virtual World Activities - What & Why 3 Effects of STEEP forces on VW presence 4 Situation & Future of RL Charities 5 3 Agenda

4. What is a Charity? 4 “an institution engaged in relief of the poor“ Merriam Webster Dictionary from Late Latin caritat-, caritas meaning Christian love Animals, Arts & Culture Education Environment Health Human Services Religion

5. What is a Charity? 1 Real Life vs Virtual World Charity 2 Virtual World Activities - What & Why 3 Effects of STEEP forces on VW presence 4 Situation & Future of RL Charities 5 5 Agenda

6. Critical Resources 6 Reputation Volunteers Network and contacts Technology support On-line presence

7. Critical Capabilities 7 Broad reach of potential donors Building relationships with donors and volunteers on-line Accountability and transparency Making it easy for donors to donate and easily get volunteers Engaging donors offering them experience

8. What is a Charity? 1 Real Life vs Virtual World Charity 2 Virtual World Activities - What & Why 3 Effects of STEEP forces on VW presence 4 Situation & Future of RL Charities 5 8 Agenda

9. Examples of VW Activities 9 Peace Train in SL OTB Milleniumvillage Disney Coins for Change Red Cross Donor tag

10. Advantages of a VW Presence 10 ENGAGING PEOPLE No geographic boundaries Easy to access and share media Low start-up & overhead costs 2010: over 1 billion VW users Environmental friendly (?!) Easy to involve people as volunteers

11. What is a Charity? 1 Real Life vs Virtual World Charity 2 Virtual World Activities - What & Why 3 Effects of STEEP forces on VW presence 4 Situation & Future of RL Charities 5 11 Agenda

12. STEEP FORCES I Socio-Cultural 12 Cultural differences around the world  need for different VW presences for different cultures? Target Audience?  “Equal access for everyone”  Be where future donors will be Do VW’s fit in the Life Style of our generation? “The biggest danger at the moment for those who want to see rich, 3D virtual worlds take off right away is the massive popularity of social networks like Facebook and Twitter.” CBSNews, 2010

13. STEEP FORCES I Technological 13 Still busy developing 2D-content (mobile applications, social media) High Barrier: No established standard for VW’s Reduce uncertainties of future VW’s presence Need for technological development to facilitate donation mechanism

14. STEEP FORCES I Economical 14 Expensive and complicated VW donation mechanismFee in SL + Fee to transfer money + bank fee Low start-up cost BUT high 3D-development costs General economic situation influences donation amount‘56% say they need to be in a better financial position to give more ‘ Angus-Reid Poll 2010 36% give through direct collection at church/temple/place of worship 23% direct mail 15% online (5% social networking/media, 4% banner ads, 4% text messaging) Angus-Reid Poll 2010 Angus-Reid Poll 2010

15. STEEP FORCES I Environmental 15 Is a Virtual World presence more eco-friendly than RL? vs.

16. STEEP FORCES I Political 16 Legal regulations unclear for VW charities legislation of “home-country”? Special legislations for VW  Global initiative?!  would it make it easier for charities?!

17. What is a Charity? 1 Real Life vs Virtual World Charity 2 Virtual World Activities - What & Why 3 Effects of STEEP forces on VW presence 4 Situation & Future of RL Charities 5 17 Agenda

21. Online Donations account for 15% in the US

22. High 3D-development costSteve Mahaley, 2011

23. Future Scenarios 19 Do not establish a Virtual World presence at all ’Direct and personal relationships will be a king’ ‘Consider how to engage also people who are “digitally dispossessed” ‘ Use Virtual World as a complement to RL presence ‘Online must be integrated with offline for the greatest effect’ Complete Switch to Virtual World ‘virtual worlds are the future of global commerce’ Julia Cream for Timebank, 2010 Gideon Burrows for ngo media, 2010 Ben Matthews for Bright One, 2010 Paul Twomey for ICANN, 2007

24. Q & A Real Life Charities in the Virtual World

25. References 21 Bright One & ChartiyComms, “Charity Comms 2020”, retrieved 04.02.2010 from http://www.slideshare.net/CharityComms/charity-comms2020-final CBSNews by Terdiman, D. “Getting a Peek at Future of Virtual Worlds”, 28.01.2010 retrieved 04.02.2011 from http://www.cbsnews.com/stories/2010/01/28/tech/cnettechnews/main6151438.shtml Charity Navigator, http://www.charitynavigator.org/ Kzero Worldwide, Virtual World Activity 2009, retrieved 04.02.2010 from http://www.readwriteweb.com/archives/number_of_virtual_world_users_breaks_the_1_billion.php Steve Mahaley, Founder PeaceTrain (http://slpeacetrain.org), Interview 02.02.2011 Teigland, R., Lecture Slides 2304 Media Management Course 2011, Stockholm School of Economics Twomey, P., CEO of ICANN, Keynote adress during the 2007 Influence Forum retrieved 04.02.2011 from http://techcrunch.com/2007/09/08/virtual-worlds-are-the-future-of-global-commerce-icann-ceo/ VisionCritical & AngusReid Public Opinion, “Charitable Giving – United States Public Opinion Poll”, retrieved 04.02.2011 from http://www.angus-reid.com/wp-content/uploads/2010/12/2010.12.22_Charitable_USA.pdf