Why Nonprofits Should Embrace the Metaverse: Lessons from US Soccer Federation’s Foray into Roblox

Earlier this year, I discussed how Adidas became a pioneer in the fashion industry by establishing a virtual store on Roblox, stepping into the metaverse. At that time, I posed a critical question: when will nonprofit organizations follow suit and join the metaverse? Many peers pushed back, questioning the capability and relevance of nonprofits entering this digital frontier. Despite the skepticism, I firmly believe that nonprofits stand to gain significantly by venturing into the metaverse now.

The timing couldn't be more critical. We are on the cusp of a great transfer of wealth, and understanding the beneficiaries of this transfer is essential. The younger generation, who will inherit this wealth, are profoundly influenced by technology, social media, and increasingly, the metaverse. Therefore, what better way for nonprofits to build brand awareness and engage with future leaders than by establishing a presence in the metaverse today?

In the second quarter of this year, we witnessed a significant development in this direction. The US Soccer Federation (USSF), one of the largest nonprofits, made a bold move by joining Roblox. They launched a virtual soccer experience, giving Roblox users an immersive way to engage with soccer on the platform. This strategic decision not only strengthens the USSF brand but also ensures they are front and center in the digital lives of kids of all ages.

By entering the metaverse, the USSF has tapped into a powerful medium to engage a tech-savvy audience, fostering a new generation of soccer enthusiasts and supporters. This move exemplifies the potential benefits for nonprofits in the metaverse: increased visibility, engagement with younger demographics, and a modernized approach to building their community and donor base.

As the metaverse continues to evolve, nonprofits have a unique opportunity to leverage this platform to advance their missions. By embracing digital transformation and meeting the younger generation where they are, nonprofits can secure their relevance and impact in a rapidly changing world. The example set by the US Soccer Federation should inspire other nonprofits to explore and innovate within the metaverse, ensuring they are part of the future landscape of philanthropy and social good.