New research questions the efficacy of virtual reality for philanthropic fundraising

UW-Green Bay Psychology professor Alison Jane Martingano’s latest research demonstrates the limited benefits of virtual reality for fundraising. Many philanthropic organizations use 360-degree virtual reality videos as a fundraising tool. However, her research indicates that although 360-degree videos can create feelings of empathy in the moment, these feelings don’t last, and critically, don’t increase donations to charity. Her work suggests that “charitable organizations may wish to tentatively reconsider their investment in 360° videos.”