In a move to support charity, engage Empire Avenue’s participants in a worthy cause and give them a new achievement to earn, the social networking site has created five new donation achievements. Those people that donate at least $25 to Charity Water at http://mycharitywater.org/eavcares will receive a custom achievement good for this appeal alone.
The goal is to raise $5,000 in just under three months. This amount will fund an entire water project providing clean drinking water for a community of 250 people. To recognize attaining this goal, Charity Water will install a plaque at the water project recognizing the Empire Avenue team. Thanks to corporate donors that cover operating costs, 100% of all donations will go to the water projects. When the project is completed, Charity Water will provide each donor with a report of how all the money was used, photos of the project and the exact GPS coordinates for viewing on Google Earth.
Donor achievements represent another way that Empire Avenue is using game achievements to reward behaviour well outside a game.