FOUR years ago, the visitors at SecondLife.com staged a virtual walkathon and raised $5,000 for the American Cancer Society by sending avatars walking in loops with mouse clicks and key strokes.
This year, the same event at SecondLife.com raised $270,000 from pledges and spending at a virtual bazaar where visitors could support cancer research by buying pants, shirts and even hair for their avatars.
Charities are tracking their users in social networks, virtual realms and other corners of the online universe to raise money by mixing the efficiency of life online with opportunities to promote brands and have a bit of fun. No one is certain how online giving will evolve, but some campaigns are reporting sizable fund-raising and a deeper and continuing connection with donors.
Fund-raisers employ games, efficient collection and brand promotion in their efforts.
