I have to admit that I have never really caught on to the Second Life experience. However since Ogilvy flooded parts of Second Life earlier this year on behalf of charity Adventure Ecology, I had a certain fascination for the online world. Using it to get across social marketing messages seemed such a simple, yet great idea. And the idea that an organisation can actually use volunteers to raise funds in the online world is obviously a logical extension. Here is an interesting interview with some of the volunteers of Kiva.org, from Beth Kanter’s blog. If you are looking to use Second Life there are, of course, a lot of pretty amazing possibilities – from the more traditional extension of real world activities to truly dazzling campaigns which take advantage of the unique environment of Second Life. A good starting point might be the Second-Life Non-Profits Wiki, or the associated non-profits on sl mailing list.