Working to change the real world by hanging out in a virtual one. That’s pretty much how Susan Tenby sums up nonprofits’ use of the 3-D, online, virtual world known as Second Life. Tenby is senior manager of online community development for San Francisco-based nonprofit technology information provider TechSoup.org Tenby, also known as her Second Life avatar Glitteractica Cookie, says SL can be an extremely valuable tool for nonprofits in terms of collaboration and learning. Launched by the San Francisco-based software company Linden Lab, SL is a place where nonprofits can raise awareness and dollars and reach new audiences while having
“[The American Cancer Society] started Relay for Life events in 1985. Today it conducts events in 4,600 communities in the United States and in 23 countries worldwide. … It applied these years of organizational experience to create and operate a successful Second Life initiative, demonstrating that real-life expertise can be effectively applied to virtual world initiatives.” — Ben Rigby, in his book, “Mobilizing Generation 2.0: A Practical Guide to Using Web 2.0 Technologies to Recruit, Organize and Engage Youth”.
“The promise of the Internet wasn’t ever really capitalized on. But for every deluded or misguided marketer thinking about clicks and conversions, there’s a marketer using the Web truly as a transformational tool. That means harnessing the Web’s network capabilities to build partnerships through conversations and shared experiences in virtual worlds like Second Life and Cyworld.” — Joseph Jaffe, author of the book “Join the Conversation,” quoted in “Start the Conversation,” an article by Samar Farah in the March issue of Deliver magazine.