Philanthropic organisations are finding it difficult to gain the support of younger generations, which highlights the need for modern fundraising strategies.

Technological advances offer a potential solution by providing alternatives to traditional fundraising practices. In an experimental study, the Behavioural Philanthropy Lab, in collaboration with the International Committee of the Red Cross (ICRC), investigated whether virtual reality (VR) could be harnessed to innovate fundraising. The results suggest that VR could be a viable tool for fundraising innovation and identify some of the features that could make it more effective than traditional practices.