Sse rl charities_group1a_upload

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Sse rl charities_group1a_upload

  1. 1. LIVE CASEReal-life charities’ activities in the virtual world<br />Group 1a.<br />Niklas, Ekaterina & Franziska<br />2304 Media Management<br />2011-02-07<br />
  2. 2. Executive Summary<br />2<br />Real Life Charities will have to develop certain resources and capabilities to have successful virtual world presences<br />Various possible virtual world activities which yet have to be proven which are the most promising<br />All STEEP forces have a medium to high impact on virtual world presences which therefore have to be considered thoroughly before establishing one<br />Few Real-Life Charity activity in the Virtual World yet due to various barriers<br />BUT, Virtual World presence could become an important complement for the future<br />
  3. 3. What is a Charity?<br />1<br />Real Life vs Virtual World Charity<br />2<br />Virtual World Activities - What & Why<br />3<br />Effects of STEEP forces on VW presence<br />4<br />Situation & Future of RL Charities<br />5<br />3<br />Agenda<br />
  4. 4. What is a Charity?<br />4<br />“an institution engaged in relief of the poor“<br />Merriam Webster Dictionary<br />from Late Latin caritat-, caritas meaning Christian love<br />Animals, Arts & Culture<br />Education<br />Environment<br />Health<br />Human Services<br />Religion<br />
  5. 5. What is a Charity?<br />1<br />Real Life vs Virtual World Charity<br />2<br />Virtual World Activities - What & Why<br />3<br />Effects of STEEP forces on VW presence<br />4<br />Situation & Future of RL Charities<br />5<br />5<br />Agenda<br />
  6. 6. Critical Resources<br />6<br />Reputation<br />Volunteers<br />Network<br />and contacts<br />Technology<br />support<br />On-line presence<br />
  7. 7. Critical Capabilities<br />7<br />Broad reach of potential donors<br />Building relationships with donors and volunteers on-line<br />Accountability and transparency<br />Making it easy for donors to donate and easily get volunteers<br />Engaging donors offering them experience<br />
  8. 8. What is a Charity?<br />1<br />Real Life vs Virtual World Charity<br />2<br />Virtual World Activities - What & Why<br />3<br />Effects of STEEP forces on VW presence<br />4<br />Situation & Future of RL Charities<br />5<br />8<br />Agenda<br />
  9. 9. Examples of VW Activities<br />9<br />Peace Train in SL<br />OTB Milleniumvillage<br />Disney Coins for Change<br />Red Cross Donor tag<br />
  10. 10. Advantages of a VW Presence<br />10<br />ENGAGING PEOPLE<br />No geographic boundaries<br /> Easy to access and share media<br /> Low start-up & overhead costs<br /> 2010: over 1 billion VW users<br /> Environmental friendly (?!)<br /> Easy to involve people as volunteers<br />
  11. 11. What is a Charity?<br />1<br />Real Life vs Virtual World Charity<br />2<br />Virtual World Activities - What & Why<br />3<br />Effects of STEEP forces on VW presence<br />4<br />Situation & Future of RL Charities<br />5<br />11<br />Agenda<br />
  12. 12. STEEP FORCES I Socio-Cultural<br />12<br /> Cultural differences around the world  need for different VW presences for different cultures?<br /> Target Audience?<br />  “Equal access for everyone”  Be where future donors will be<br /> Do VW’s fit in the Life Style of our generation?<br />“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<br />
  13. 13. STEEP FORCES I Technological<br />13<br /> Still busy developing 2D-content (mobile applications, social media)<br /> High Barrier: No established standard for VW’s<br />Reduce uncertainties of future VW’s presence<br />Need for technological development to facilitate donation mechanism<br />
  14. 14. STEEP FORCES I Economical<br />14<br /> Expensive and complicated VW donation mechanismFee in SL + Fee to transfer money + bank fee<br /> Low start-up cost BUT high 3D-development costs<br /> General economic situation influences donation amount‘56% say they need to be in a better financial position to give more ‘ Angus-Reid Poll 2010<br /> 36% give through direct collection at church/temple/place of worship 23% direct mail<br /> 15% online (5% social networking/media, 4% banner ads, 4% text messaging)<br /> Angus-Reid Poll 2010<br /> Angus-Reid Poll 2010<br />
  15. 15. STEEP FORCES I Environmental<br />15<br />Is a Virtual World presence more eco-friendly than RL?<br />vs. <br />
  16. 16. STEEP FORCES I Political<br />16<br /> Legal regulations unclear for VW charities legislation of “home-country”?<br /> Special legislations for VW  Global initiative?!  would it make it easier for charities?!<br />
  17. 17. What is a Charity?<br />1<br />Real Life vs Virtual World Charity<br />2<br />Virtual World Activities - What & Why<br />3<br />Effects of STEEP forces on VW presence<br />4<br />Situation & Future of RL Charities<br />5<br />17<br />Agenda<br />
  18. 18. Barriers to VW activities<br />18<br /> Bureaucratic / traditional structure of RL Charities<br /><ul><li> Lack of knowledge about Virtual Worlds
  19. 19. Not enough time to investigate opportunities provided by new technologies</li></ul> Are Virtual Worlds “serious” enough for charities? <br /><ul><li> Trust establishing, more transparency required
  20. 20. Insecure future of Virtual World Platforms</li></ul> 2D is first step towards on-line presence <br /><ul><li>Social Media strategies (Facebook as main danger for 3D Virtual Worlds)
  21. 21. Online Donations account for 15% in the US
  22. 22. High 3D-development cost</li></ul>Steve Mahaley, 2011<br />
  23. 23. Future Scenarios<br />19<br />Do not establish a Virtual World presence at all<br /> ’Direct and personal relationships will be a king’<br /> ‘Consider how to engage also people who are “digitally dispossessed” ‘ <br />Use Virtual World as a complement to RL presence<br /> ‘Online must be integrated with offline for the greatest effect’<br />Complete Switch to Virtual World<br /> ‘virtual worlds are the future of global commerce’<br />Julia Cream for Timebank, 2010<br />Gideon Burrows for ngo media, 2010<br />Ben Matthews for Bright One, 2010<br />Paul Twomey for ICANN, 2007<br />
  24. 24. Q & A<br />Real Life Charities in the Virtual World<br />
  25. 25. References<br />21<br />Bright One & ChartiyComms, “Charity Comms 2020”, retrieved 04.02.2010 from http://www.slideshare.net/CharityComms/charity-comms2020-final<br />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<br />Charity Navigator, http://www.charitynavigator.org/<br />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<br />Steve Mahaley, Founder PeaceTrain (http://slpeacetrain.org), Interview 02.02.2011<br />Teigland, R., Lecture Slides 2304 Media Management Course 2011, Stockholm School of Economics<br />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/<br />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<br />

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