Geoff Livingston co-founded Zoetica to focus on cause-related work, and released an award-winning book on new media Now is Gone in 2007.
Augmented reality promises a new level of interaction between people and data. Now, even the newest for-profit applications can turn heads by utilizing this new advanced technology.
The non-profit sector has started to experiment with augmented reality. One of Sunlight Labs’ early entries is their Recovery.gov mashup. Another example is Amsterdam’s Allard Pierson Museum, which highlights virtual reconstructions of Satricum and the Forum Romanum. But while there are early leaders, non-profits generally lag behind in market experimentation.
“Several technical non-profits are currently experimenting with augmented reality,” said Nathan Makino, Chief Executive Officer of Immersive Tech, a non-profit focusing on the adoption of immersive technology. “Other non-profits support and participate at the International Symposium for Mixed and Augmented Reality (ISMAR)… Non-technical NPOs may need a few more years for AR to become mainstream enough to warrant its adoption.”
Looking into this adoption cycle shows several reasons why non-profits are not experimenting as much with augmented reality as other business sectors. There are, however, clear trends toward the future of non-profit augmented reality that can help guide early adopters.
Non-Profits Need More than Just “Cool”
Non-profits are often cash strapped. In fact, this year alone has seen 40% of non-profits receive less funding. Engaging with a new technology often requires funding or a clear return on investment, whether that be education, fundraising or activism.
“Many non-profits are limited in resources — both money and time as well as staff technical expertise,” said Beth Kanter, author of The Networked Nonprofit. “If the technology requires a high price to entry, then it takes longer.”
For the average non-profit, augmented reality just can’t be about playing with a cool, new shiny object. There needs to be a real valuable use, either for the organization or its funders. In that sense, non-profits can learn from some of the endeavors of for-profit industry. Even major corporations that don’t feel budgetary pressure as much as many non-profits are hesitant to jump into augmented reality because of concerns over proof of ROI.
“To me, the biggest challenge is simply finding a reason to do it beyond ‘we’re using augmented reality,’” said Christopher Barger, director of global social media at GM, who has used augmented reality to promote some of its automobiles like the Chevrolet Camaro. “Whenever there’s a hot new technology or application, there’s a lot of pressure — much of it self-imposed — to just dive in or get in there, start using it so that you can say that you are and that you’re cutting edge.
“Our biggest challenge was, and continues to be, cracking that code of finding ways to apply the technology that are useful to an audience,” added Barger. “The trick [for non-profits], though, will be the same as for a for-profit business: Find a use for AR that provides actual value for the user, gives them a reason to use your app over the hundreds or thousands of others they might download.”
Further, augmented reality has been met with mixed responses, according to Immersive Tech’s Makino. “I see two main causes for this: Hardware limitations and gimmicky software applications,” said Makino, either of which could decrease user value — a key component of AR success, according to Barger. Makino echoed Barger’s concerns that apps must provide real value to users in order for them to make sense for non-profit investment. “For non-profits, AR will be adopted as long as it significantly aids the organization and its mission…. the ‘killer app’ will have to offer utility that standard web based delivery cannot.”
Full disclosure: Beth Kanter is a co-founder of Zoetica.
Some Non-Profit Breakthroughs?
Even though non-profits may not be leading the pack towards augmented reality adoption, there are many clear use cases, and adoption by a handful of major organizations indicates that more non-profits may get on board. Especially since development costs are starting to come down.
“Think about the opportunities for engaging people with service delivery organizations. If someone can actually see where everything is and how to get there, they are probably more likely to go,” said Amy Sample Ward, global community development manager for NetSquared, who also pointed out how there are also plenty of opportunities to use AR in teaching environments. “Or the opportunities for education (and support appeals) for historic or natural spaces that can integrate with someone’s experience exploring the space.”
Though the Allard Pierson Museum has already demonstrated that augmented reality can be useful for educating, the New Media Consortium and the EDUCAUSE Learning Initiative said in their 2010 Horizon Report that they’re still a few years out from widespread adoption. Still, “augmented reality is establishing a foothold in the consumer sector, and in a form much easier to access than originally envisioned,” the report concluded.
Another non-profit use could be for the arts. Consider the physical nature of both visual and performing arts; extending those experiences with data-enhanced information viewed on a screen is a natural progression.
“I could also see apps that have some simulations that drive advocacy calls to action for museums [or] exhibits,” Kanter said. In fact, some visual artists are already exploring the potential of AR.
So while the use cases are clearly there, there isn’t wide adoption of AR in the non-profit community just yet. It is likely coming, though. “I’m sure non-profits will begin experimenting with augmented reality this year,” said Frank Barry, professional services manager at Blackbaud and blogger at NetWits ThinkTank. Barry said that non-profits need a good proof-of-concept from a pioneer in the space to show others the way. “Once that happens others will get a vision and follow.”
What non-profit uses of augmented reality do you foresee in the near future?
More Non-Profit Resources from Mashable:
- How CrisisCommons Is Helping the Tech Community Help Others
- 5 Social Fundraising Alternatives to Facebook Causes
- 5 Non-Profit iPhone Apps You Should Know About
- 8 Tips for a Successful Social Media Cause Campaign
- How Non-Profits are Using Social Media for Real Results
Image courtesy of iStockphoto, Bliznetsov
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More About: AR, Augmented Reality, business, non-profit, non-profits, nonprofit, tech
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