Proactive public relations for charity in Second Life

Joshua Nightshade is a somewhat controversial member of Linden Lab‘s MMO community. This is, more or less, attributed to particular posts on forums and in-game actions, but we’d like to take a step back and see this new development from a positive, yet cautious angle.

According to the Second Life Insider, this somewhat infamous character is going to be doing something good for a change. Joshua will be donating real-life cash to charitable foundations, which he intends to earn through his Second Life shop. From October 31 to November 23, he will be donating all the sales from his Abstract in-game shop to two specific charities: the AIDS Research Alliance and Marine Toys for Tots.

One thing the Second Life Insider article mentions, however, is some “proactive damage control”. Joshua also mentions that he won’t write the whole thing off of his taxes so his philanthropic venture doesn’t give him any benefits. While there is an undercurrent of suspicion that comes with being in an online world, that’s a rather upfront thing to say.

Besides, philanthropy means that you also have to possess altruism, which means wishing and doing things without seeking a reward to begin with. A press release of that sort only cheapens any good intentions, though we still wish the charitable venture all the best because the cause is ultimately for the benefit of others.

Joshua Nightshade is a somewhat controversial member of Linden Lab‘s MMO community. This is, more or less, attributed to particular posts on forums and in-game actions, but we’d like to take a step back and see this new development from a positive, yet cautious angle.

According to the Second Life Insider, this somewhat infamous character is going to be doing something good for a change. Joshua will be donating real-life cash to charitable foundations, which he intends to earn through his Second Life shop. From October 31 to November 23, he will be donating all the sales from his Abstract in-game shop to two specific charities: the AIDS Research Alliance and Marine Toys for Tots.

One thing the Second Life Insider article mentions, however, is some “proactive damage control”. Joshua also mentions that he won’t write the whole thing off of his taxes so his philanthropic venture doesn’t give him any benefits. While there is an undercurrent of suspicion that comes with being in an online world, that’s a rather upfront thing to say.

Besides, philanthropy means that you also have to possess altruism, which means wishing and doing things without seeking a reward to begin with. A press release of that sort only cheapens any good intentions, though we still wish the charitable venture all the best because the cause is ultimately for the benefit of others.