全球视野 | 筹款和培养慈善习惯：这家非营利组织是如何通过社交游戏和线上音乐节做到的？

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文章《Comic Relief US launches new Roblox game to help children build community virtually and in real life/美国喜剧救济组织推出新的Roblox游戏，帮助儿童在虚拟和现实生活中建立社区》发布在AP News/美联社的新闻网站上，作者是JAMES POLLARD。文章介绍了美国喜剧救济组织在Roblox平台上推出的一个新的游戏，旨在帮助儿童通过虚拟和现实生活中的互动来构建社区。这个游戏旨在通过让玩家们在不同的虚拟领域内进行寻宝，来培养玩家的同理心，并通过游戏内购买来捐赠善款。

The notion that online gaming could help players develop charitable habits seemed bold when the anti-poverty nonprofit Comic Relief US tested its own multiverse on the popular world-building app Roblox last year. 

去年，反贫困非营利组织美国喜剧救济组织，在流行的世界建设类游戏应用程序Roblox上，测试了自己的多元宇宙。该组织当时觉得，在线游戏可以帮助玩家养成慈善习惯的想法似乎很大胆。 

As philanthropy wrestles with how to authentically engage new generations of digitally savvy donors, Comic Relief US CEO Alison Moore said it was “audacious” to design an experience that still maintained the “twinkle” of the organization that’s behind entertainment-driven fundraisers like Red Nose Day. 

当慈善界正在为如何真正吸引新一代精通数字技术的捐赠人而苦恼时，美国喜剧救济组织的CEO艾莉森·摩尔表示，设计一种既能保持该组织特色，又能让人体验到娱乐性募捐活动（如红鼻子日）魅力的活动，是“无畏的”。 

But the launch was successful enough that Comic Relief US is expanding the game this year. Kids Relief’s second annual “Game to Change the World” campaign features a magical new Roblox world, an exclusive virtual concert and a partner in children’s television pioneer Nickelodeon. 

然而，由于去年的发布取得了成功，因此美国喜剧救济组织今年扩大了这一游戏的规模。儿童救济计划的第二届年度“改变世界的游戏”活动，包括了一个全新的、神奇的Roblox世界，一场独家虚拟音乐会，以及与儿童电视先锋尼克国际儿童频道（Nickelodeon）的合作。 

The goal is to instill empathy and raise money through a scavenger hunt across various realms, including SpongeBob SquarePants and Teenage Mutant Ninja Turtles. Users travel through portals to collect magical tools that will improve their surroundings. The net proceeds from in-game purchases will be donated. 

通过在海绵宝宝和忍者神龟等不同虚拟领域进行寻宝游戏，该活动的目的是培养同理心并筹集资金。用户通过传送门收集魔法工具，以改善他们周围环境。游戏内购买所得的净收益将被捐赠。 

The community-building inherent in collaborative gaming is intended to subtly encourage off-screen acts of kindness. 

合作游戏中所包含的社区建设，旨在潜移默化地鼓励屏幕外的善举。 

“It’s a little bit like me helping you, you helping me — all of us together. I love the idea of doing that in a game space,” Moore told The Associated Press. “It’s not meant to be a banner ad or a sign that says, ‘Do Good.’ It’s meant to be emblematic in the gameplay itself.” 

艾莉森·摩尔告诉美联社：“这有点像我帮你，你帮我，我们大家在一起。对于在游戏空间里也这么做的想法，我很喜欢。这不是一个横幅广告，也不是一个写着‘做好事’的标志。而是要通过游戏玩法本身来传达这一理念。” 

Nickelodeon is also promoting an instructional guide for kids to start their own local projects in real life such as backpack drives. 

尼克国际儿童频道还推出了一本指南，鼓励孩子们在现实生活中发起自己的当地项目，例如组织书包学习用品捐赠活动。 

Quests are delivered from wizards voiced by “Doctor Who” icon David Tennant, “Veep” star Tony Hale and “Never Have I Ever” actress Maitreyi Ramakrishnan. One wizard invites users to “embark on an enchanted journey to awaken the heart of your community.” 

游戏任务会由“巫师”发布，这些巫师的配音演员包括《神秘博士》明星大卫·田纳特、《副总统》演员托尼·海尔以及《好想做一次》女演员麦特里伊·拉玛克里斯南。其中一位巫师会邀请用户“踏上魔幻旅程，唤醒社区的心灵”。 

The campaign will culminate in a weekend music festival on Roblox beginning Sept. 13 that features rock band Imagine Dragons, whose lead singer Dan Reynolds has focused his philanthropy on LGBTQ+ causes. Virtual acts also include Conan Gray, Poppy, d4vd and Alexander Stewart — all musical artists who got their big breaks on YouTube. 

活动将于9月13日在Roblox上举行周末音乐节，届时摇滚乐队Imagine Dragons将参加，该乐队主唱Dan Reynolds的慈善事业重点是LGBTQ+事业。虚拟表演者还包括Conan Gray、Poppy、d4vd和Alexander Stewart。这些音乐艺人都是在YouTube上获得成功而出名的。 

Moore said she was “blown away” by last year’s numbers. The inaugural game has been played for over 32 billion minutes and one performance received the highest “concert thumbs up rating” ever on Roblox, according to Comic Relief US. 

艾莉森·摩尔表示，她对去年的成绩感到“大吃一惊”。据美国喜剧救济组织称，首届游戏的游玩总时长超过了320亿分钟，其中一场表演还创下了Roblox上音乐会好评率最高的纪录。 

Charitable donations are increasingly being made through gaming, according to business strategist Marcus Howard. 

商业战略家马库斯·霍华德认为，越来越多的慈善捐款是通过游戏进行的。 

The fit comes naturally, he said, considering that young people value experiences such as gaming over the material possessions that past generations might have bought at a charitable auction. 

霍华德说，考虑到年轻人更看重游戏等体验，而不是上一代人可能在慈善拍卖会上买到的物质财富，这种契合是自然而然的。 

“It just makes sense,” Howard said. 

霍华德说：“这完全合乎逻辑。” 

But he finds that partners must overcome the negative stigma associated with online chat rooms. To its credit, Howard said, Roblox combines the creativity of popular competitor Fortnite with less “toxicity” because of its emphasis on cooperation over competition. 

但霍华德指出，合作伙伴必须克服与在线聊天室相关的负面污名。他表示，值得称赞的是，Roblox结合了热门竞争对手《堡垒之夜》的创造力，但“毒性”较少，因为它强调合作而非竞争。 

Comic Relief US kept in mind the need to build a game that appeals to both children and their parents, Moore said. 

艾莉森·摩尔表示，美国喜剧救济组织在开发游戏时始终牢记，要吸引儿童和他们的父母。 

To navigate that tricky balance, the nonprofit has adopted a mindset that she credits Nickelodeon with originating: Include parents in the conversation but speak to their children. 

为了平衡这一复杂关系，这家非营利组织采用了一种思维方式，该组织认为这种思维方式是尼克国际儿童频道首创的：让父母参与到对话中，但与孩子们真正进行对话。 

“Good games are good games,” Moore said. “Good games that make me feel good are good things.” 

摩尔总结道：“好游戏就是好游戏。好的游戏能让我感觉很好，那就是一件好事。”