The American Cancer Society Relay for Life

Philanthropy Thrives in Second Life

When The American Cancer Society debuted the first virtual world Relay for Life during the summer of 2005, more than 400 Second Life residents threw open their arms – and their wallets – to support the Society.

“My primary reason for joining Second Life was to investigate if ACS could engage and mobilize a community that happens to be virtual,” says ACS strategy manager Randal Moss. “So,” he continues, “we located advocates who existed already within the Second Life community and relied on them to help develop an event and spread the word. This is a technique used frequently when ACS enters a new community and begins building relationships.”

Relay for Life Goes Virtual

"A virtual community can be engaged as effectively as a real community."

– Randal Moss
ACS Strategy ManagerAnd those in-world advocates delivered in a big way: Residents donated their time to create a 96-acre, custom-built track. They outfitted their avatars in specially designed and newly purchased Relay for Life T-shirts. And, they gathered to camp, dance, and offer sailboat races and blimp rides to raise additional funds for ACS. “Everything the volunteers created worked perfectly,” Randal says. “The donation mechanisms, the events, the music, and the luminaries were all perfect.”

At the end of the event, these hard-working and dedicated residents raised more than $5,000 in the Relay for Life virtual walk-a-thon. Residents were overjoyed to discover they could participate in such an important fundraiser; and for many, it meant they could participate fully despite geographical distances or physical limitations that would keep them from joining the event in the real world.

The Virtual Goal Becomes a Virtuous Mission

“My motivations have changed since proving that it can be done. I now want to reach every cancer survivor in Second Life and provide them with the best services that ACS has to offer. I am motivated to meet ACS constituents where they are and make sure they have access to every program possible.”