In the same way that Zynga's YoVille game allows players to adopt virtual pets, with proceeds going to San Francisco's Society for the Prevention of Cruelty to Animals, VirtuallyGood4Kids encourages game companies to partner with youth-related causes to create virtual goods and or match donations for check-ins on social network platforms. The technology is already in place on the social gaming side. In 2009, Zynga raised $4 million for disaster relief for Haiti through virtual goods sales. The incentive is in place as well. Cause marketing initiatives are popular and rapidly increasing, with 85 percent of consumers reporting a more positive image of a company when it supports a cause they care about. Because many nonprofits lack the capacity to devote sustained resources on a large scale, The Children's Partnership has created VirtuallyGood4Kids to create and manage the cause-related side of the arrangement.