Finished Story

Seated in a concrete auditorium, surrounded by various non-profit organizations, the members of the “Nonprofit Commons” listen intently to a meeting hosted by a cartoon penguin and a green feline. Non-profit organizations are turning to the Second Life community as a means to promote their organizations.

Second Life is the Internet’s largest user-created 3D virtual world community, developed by Linden Labs, first launched on June 23, 2003. Users are able to create an avatar within the world, with any name, character traits or appearance the creator wishes to include. Each person is able to live out any role they wish; it is in essence a second life outside the real world.

Non-profit organizations (NPOs) are turning to this virtual community as a means to promote and further their causes. With the help of Techsoup, an organization dedicated to helping corporations understand the use of social media to promote themselves, these organizations are able to set up shop within the “Nonprofit Commons.”

The Nonprofit Commons is an area set up in Second Life, which consists of four separate virtual cities. In total these locations house over 80 social benefit organizations. The Nonprofit Commons is managed by a community of volunteers, under the leadership of TechSoup Global. With the help of Techsoup, as well as a number of charitable donations, this area was able to grow.

Techsoup created the Nonprofit Commons “to lower the barriers of access to Second Life, to create a community of practice for nonprofits to explore and learn about the virtual world, and to investigate the many ways in which nonprofits might utilize this unique environment,” according to their blog. “Through this community, we provide free office space to qualifying groups, meet and network, create a cooperative learning environment and foster outreach, education, fund-raising, all in a virtual space.” At present a representative from Techsoup was not available for further comment.

Bruce Hestley, Vice President of Vietnam Veterans Buckeye Foundation(VVBF), is currently occupying an office space within the Nonprofit Commons. This property was donated to his organization by Techsoup; normally property within the Second Life community would cost a fair amount of Linden Dollars – the currency set up within the game. However, thanks to what Techsoup is doing, these spaces are provided free of cost to interested non-profit organizations.

Hestley’s organization is a tax-exempt, not-for-profit corporation organized in Ohio by several veterans of the Vietnam War. Incorporated in 2002, it has the purpose of providing education to the general public regarding veterans’ affairs as well as outreach and assistance for all veterans and their families. In world the VVBF is represented by Vice President Murray Haefnir (the avatar of Bruce Hestley).

“A friend of mine talked me into looking into Second Life. I ran across the Nonprofit Commons,” said Hestley. “After attending several Friday meetings, I thought this might be a good way to touch base with other groups and help them or get help. The only cost was the stamp to mail the Memo of Understanding with proof of our incorporation. [The] biggest difficulty is trying to explain how a cartoon can help us.

“To operate in Second Life [there] is little or no real cost,” said Hestley. “Just a decent computer, which I already have, and an Internet connection, which I also had anyhow. When you are in your real life office reading the CPA report or searching for grants, it gets a bit lonesome. Being in SL gives you the opportunity to meet such a diverse group of people. The socializing is nice too.”

Over the past three months, his SL office has averaged 2.5 people per day, a considerable increase over the traffic their website generated. In addition, Hestley is proud to say he is learning about Facebook, Twitter, and other means of communication.

The VVBF shares their in-world office with the representatives of the Transgender American Veterans Association (TAVA). Founded in 2003, TAVA is an organization that acts proactively with other concerned gay, lesbian, bisexual, and transgender (GLBT) organizations to ensure that transgender veterans will receive appropriate care for medical conditions in accordance with the Veterans Health Administration’s Customer Service Standards promise to “treat you with courtesy and dignity… as the first class citizen that you are.”

Janelle Levenque, National Treasurer of TAVA, first heard about the Nonprofit Commons on a Yahoo group. “[I] thought I’d take a look,” said Levenque. [I] thought an office here would be a good way to attract people. [The] only cost was furniture, minimal as there is a reasonable amount free. [It] took a couple of hours.”
Second Life offers “the ability to meet, network, learn, and teach others,” said Levenque. “It’s invaluable.”

She recommends three reasons other Non-profit organizations should turn to Second Life. “One, inexpensive, basically no cost required. Two, chance to network with some truly savvy international people. Three, opportunity to connect with potential members and/or supporters.

Over the last several months, TAVA has been averaging five visitors per day, several of which have become permanent members.

In travelling around the Non-profit Commons, I came across GiftstoGive, a NPO that gives new and gently used items to children in need.

Paula Ritchotte, a retiree, is a full-time volunteer within the organization. Although their organization has not had a considerable amount of response and very few Linden donations, she still had a positive outlook on the Second Life community.
“Since GiftstoGive is a hands-on tangible working charity, the impact of using Second Life at this stage has been negligible,” said Ritchotte. “Our hope is that as we grow and our reputation spreads, that those interested in having a GiftstoGive in other cities will be enhanced by our Second Life exposure.”

“The best result has been the ability to network with other similar charities,” said Ritchotte. “I would recommend Second Life to other charities because of the worldwide exposure and the relative ease of using Second Life along with low cost.”