Virtual reality for philanthropy: A promising tool to innovate fundraising

Philanthropic organizations experience difficulties in obtaining support from younger generations, highlighting the need for modern fundraising strategies. Advances in technology provide a potential solution by offering alternatives to traditional fundraising practices. In an experimental study in collaboration with the International Committee of the Red Cross (ICRC), we investigated whether virtual reality (VR) could be harnessed to innovate fundraising. We customized a VR module developed by the ICRC and tested its effectiveness at eliciting donations compared to that of an on-screen version of the experience. In addition, we explored mechanisms that might drive this effect, namely the level of interactivity (active/passive) and the type of affect elicited by the module (positive—happy ending/negative—tragic ending), as well as subjective perceptions and emotions related to the experience. Our findings showed that VR, compared with an on-screen experience, led to both an increase in incentivized donations and a larger reported propensity to become regular donors. Investigating the mechanisms that might drive the effect, we found that the VR experience led to stronger emotional feelings (notably being moved and sadness) and improved quality of the experience (e.g., level of interest and vividness). We further found physiological evidence showing a significant increase in arousal for the VR condition compared with the on-screen condition, although this was not correlated with an increase in donations. Taken together, our study provides evidence that VR could be a viable tool to innovate fundraising and identifies some of the features that may make this medium more effective than traditional practices.