Some of the biggest challenges facing NGOs and non-profit organisations around the world are fundraising, developing brand awareness, and retaining and engaging a strong base of supporters. This is also true for Copenhagen-based NGO, AIDS-Fondet (the AIDS Foundation), a non-profit organisation that works locally in Denmark as well as internationally to educate and ensure access to HIV prevention, care, and treatment. AIDS-Fondet also runs Checkpoint, a series of clinics around Denmark which offer HIV and other STD testing as well as counselling services.

After working with Scratcher on previous interactive campaigns, AIDS-Fondet decided to connect with their audience on the important (and taboo!) topic of inheritance.

Mette Willenbrock Hattens, Chief Consultant – Communication & Fundraising, explains that:

“it is important to educate people [on the laws around inheritance] so that they can secure each other and secure their partners, because regardless of how many years you’ve been living together, but are not married or registered as a partnership, you won’t inherit anything without a testament.”

As a small organisation without government funding, AIDS-Fondet relies on private donations and smaller grants to remain active—and this was one of the main goals of the inheritance campaign. Gamification allows the NGO to approach difficult topics in a simple, yet engaging way to educate people about what they do and why they rely on supporters to help financially.