Virtual Goods News

charity based on how many virtual items its users chose to buy for it. Right now MyYearbook's charitable contributions per month are capped at a maximum of $20,000 that the network says may increase in the future if the Causes program receives more sponsors.

Through Causes, MyYearbook's members have chosen to purchase the virtual equivalents of 9 months of funding for medical research, 35 tons of rice to feed the hungry, 46 million virtual acres of rainforest saved from destruction, 1,447 tons of CO2 to remove from the atmosphere, and over 8 million gallons of clean drinking water. Users could opt to spend Lunch Money on other aspects of the site, such as virtual gifts to send to friends. 

Charities seem to be finding that virtual goods promotions are a good fit for organizations that need to raise awareness while keep expenditures low. For social networks, virtual worlds, and online games, a charity partnership stands to be nothing but good publicity. GamesCampus has partnered with the Fergie Jenkins Foundation, Cellufun is selling virtual items for the Christopher and Dana Reeve Foundation, and Sony Online Entertainment has in the past sold items to support Child's Play.