Saving the planet isn’t a cheap job, and to remain ahead of the growing environmental concerns, these groups need to be able to secure proper funding. Sadly, despite worsening climate conditions, it’s still very difficult to get the average person to donate to this earth-saving cause. Thankfully, a team of innovative psychologists from the University of Cologne published a paper delving into why virtual reality immersion could be the best fundraising option in environmentalists’ toolbox.
Why Traditional Environmental Fundraising Campaigns Often Fail
Securing funds for ecological causes nowadays can be done in several ways. The most common methods include hosting fundraisers or offering a product where some percentage of proceeds go towards an environmental cause. Both of these methods work, but neither is optimal.
People understand that climate change is real and that it’s causing a lot of issues around the globe. However, transforming understanding into engagement and donations takes a nuanced approach. Eco fundraisers need to take a relatively boring topic like climate change and portray it in a way that makes the average person understand the importance of taking immediate action.
How VR Technology Boosts Climate Change Awareness and Donations
The study “Virtual reality versus classic presentations of mass media campaigns: Effectiveness and psychological mechanisms using the example of environmental protection“1 takes an in-depth look at the physiological effects of using VR tech as a means to drive eco-engagement and donations. Specifically, key factors, including attitude and intention, were measured before and after participants traversed virtual 3D maps.
What Are 360-Degree VR Videos and How Do They Work?
The use of VR videos recorded in 360-degree format allows users to explore the environment from all angles. This tech has gained popularity in many industries, including the real estate sector. Many agents allow their buyers to pursue potential homes virtually nowadays, helping to lower costs, speed up showings, and reduce travel costs and time.
Using VR to Connect People and Nature
Notably, interactive 360° videos enable users to explore digital environments from all angles. This immersion provides an in-depth perspective of the environment. As such, there’s been a steady increase and focus on creating immersive media options across advertising, gaming, and entertainment sectors.
Beyond Entertainment: Real-World Applications of Virtual Reality
Most people envision a pilot flying a simulator, a first-person shooter or a racing game when they picture a VR system. While these are still the most popular options, there has been an increase in the use of VR in multiple other fields, including the medical, environmental, and art sectors.
Why VR Outperforms Text and Video in Environmental Messaging
Until this study, there was not a very good understanding of why VR systems are more effective at getting action out of the user. Previous studies on the effects of 360° VR videos on users’ environmental attitudes and behavioural intentions missed key details, leaving much of the picture incomplete. This latest study includes vital physiological perspectives covering everything from presentation modes to mediating mechanisms.
Inside the Study: How Researchers Tested VR’s Persuasive Power
As part of the research, the team began by selecting 128 participants for the study. The selected participants were then shown a mix of content ranging from text to all the way to fully immersive 3D virtual worlds.
Specifically, each participant watched three environmental protection documentaries. Notably, four media options were present that included 360° VR video, 2D video, audio, and text. After each session, the psychologist evaluated the direct and indirect effects of the media.
Next, they examined the roles of spatial presence, narrative transportation, and persuasive effect in the decision-making process. They determined that the 360° VR video evoked significantly stronger feelings in viewers as they felt more connected.
Key Results: VR’s Impact on Empathy, Action, and Donations
The test results demonstrate that 360° VR videos are far more effective at eliciting action from viewers. The data shows that these systems facilitate presence, narrative transportation, and positive affect, resulting in a high likelihood of donations and participation in the narrative.
Meet the Researchers Behind the University of Cologne VR Study
The VR immersion study was led by Professor Dr. Kai Kaspar from the University of Cologne, with support from Daniel Zimmermann and Paulina Wolf.
The psychologists hope that this study will help to spur more investment into environmental issues in the future. They believe that creating more immersive VR options will result in people feeling more connected to the environment and motivated to help out.
Real-World Uses of VR for Climate Action and Nonprofit Fundraising
There are a lot of applications for the information gathered by the immersive VR study researchers. This information could open the door for a new age in eco-fundraising that connects donors and nature via a digital world, enabling anyone to see the effects of climate change in real time.
This study supports the use of VR for environmental campaigns, educational tools, and fundraising efforts, with the potential for broad adoption by non-profits and eco-conscious brands in 1–2 years. Much of this adoption is based on the lower costs of VR headsets as they become more mainstream.
Leading Companies Driving Innovation in VR for Social Good
You don’t have to research for very long to see that the VR market is dominated by a few key players. These companies continue to redefine the technology and its use cases to drive adoption. As VR tools continue to evolve, leading companies in the space are playing a critical role in pushing the boundaries of immersive storytelling.. While not affiliated with the study, here’s one firm that has secured a place as a leading immersion media provider.
Meta Platforms (META +0.05%) is one of the most recognized names in VR. The company entered the market in 2004 and was rebranded from Facebook in 2021. The rebranding came alongside a pivot toward new virtual mediums like the metaverse.
Meta Platforms, Inc. (META +0.05%)
Today, Meta remains heavily invested in the immersive media market. It offers an array of advanced hardware and software that supports today’s premier VR options. Notably, the company provides 360° video and VR experiences for education, social impact, and climate storytelling purposes
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Virtual Reality Immersion Opens New Doors
The psychologists behind the immersive VR study revealed a lot of valuable information to the market. This data will help future developers to create more effective platforms, and it should help drive more exciting, relevant, and high-tech fundraising solutions for important causes moving forward.
Learn about other cool VR projects here.
Studies Referenced:
1. Zimmermann, D., Wolf, P., & Kaspar, K. (2025). Virtual reality versus classic presentations of mass media campaigns: Effectiveness and psychological mechanisms using the example of environmental protection. Computers in Human Behavior, 168, 108643. https://doi.org/10.1016/j.chb.2025.108643