The Philanthropic Avatar
An Analysis of Fundraising in Virtual Worlds Through the Lens of Social Capital
Bibliographic Data
| ID | 12800381 |
|---|---|
| Authors | Donna Davis (0000-0002-2140-9361, University of Portland, corresponding author), Derek Moscato (0000-0002-1881-2651, Western Washington University) |
| Year | 2018 |
| Volume | 12 |
| Issue | 3 |
| Pages | 269-287 |
| Publication date | 2018-04-25 |
| Open Access | No |
| Type | ARTICLE |
| Venue | International Journal of Strategic Communication (JOURNAL) |
| Journal identifiers | ISSN: 1553-118X • E-ISSN: 1553-1198 |
| Publisher | Taylor & Francis (PUBLISHER • GB) |
| DOI | 10.1080/1553118x.2018.1464007 |
| OpenAlex | W2800245655 |
| Language | EN |
| Citations received | 3 |
| References cited | 33 |
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
Avatar · Ethnography · Metaverse · Political science · Public relations · Social capital · Social media · Social science · Social worlds · Sociology · Virtual reality · Virtual world · Computer Science · Digital Marketing and Social Media · Impact of Technology on Adolescents · Nonprofit Sector and Volunteering
Republic
Always On
Internal Social Capital and the Attraction of Early Contributions in Crowdfunding
Cultivating the sense of belonging and motivating user participation in virtual communities
Case Study Research
Social Capital in the Creation of Human Capital
Finding Healthcare Support in Online Communities
The Potential of the Internet for Non-Profit Organizations
Nonprofit Organizations' Perceptions and Uses of the Internet
Social capital and self-rated health
Is Social Capital the Key to Inequalities in Health
The Zones of Cyberspace
Social capital, civil society and development
Bowling Alone
"The Benefits of Facebook "Friends
Connected' Presence
Social Capital in the Creation of Human Capital
| Citations per year | 0.75 |
|---|---|
| Citation span | 2022 - 2025 (4) |
| Highly cited | No |