Virtual fundraising reaches audience of 14 million

15/08/08

An online videogame played by millions of people worldwide has been turned into an important fundraising tool for charity. Students in Singapore have transformed the game, Second Life, into a fundraising utility for the charity National University Hospital's Blood and Marrow Transplant 4 Kids by allowing the game's players to donate funds virtually.

The concept was born when Singaporean students decided to ask online money transfer specialists First Meta if they would sponsor their virtual fundraising drive. 

Joy Cheok, vice-president of sales and marketing at First Meta, told the Straits Times: 'We are not limited to donations from Singaporeans only. There are roughly over 14 million residents in Second Life, and any of them can donate to this cause.' 

Second Life is an online virtual community which was launched in 2003, where users can meet other people, create their own islands, trade goods or even build a career. Also today, a leading expert in social networking technology has identified video content as an essential factor for Web 2.0 success.

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