As a result of implementing the quiz campaign, MS-forbundet more than doubled its base of individuals who consented to be contacted. Of these, MS-forbundet successfully reached 50% through their telemarketing efforts, which is considered an excellent outcome in telemarketing campaigns. This engagement led to a conversion rate of 9%, a significant achievement, particularly given that the quizzes were marketed to a cold audience with no prior connection to the organization.

This effort resulted in 105 new recurring donors, each expected to support the organization for an average of five years. This influx of long-term supporters is a significant boost for MS-forbundet and provides essential support for their mission to help those living with MS.

“You show that you’re interested in the cause and want to learn more, which makes you a warmer crowd. It creates a better opening for our telemarketing department to engage in meaningful conversations," Helene explains.

The effectiveness of the gamified quiz campaign is evident when compared to another fundraising effort, the walking challenge. The quiz campaign targeted a broad audience, including many who had no prior connection to the organization—a "cold" audience.

In contrast, the walking challenge, which targeted a warmer audience already familiar with the organization, provided 50 new recurring donors with a 13% conversion rate. Typically, with a warm audience, the organization expects at least a 10% conversion rate. The fact that the quiz campaign, despite targeting a colder audience, achieved a conversion rate close to the walking challenge’s rate is remarkable.

This comparison highlights the quiz campaign’s success not just in numbers but in exceeding expectations for a cold audience, demonstrating how a well-executed strategy can effectively convert a broad and less engaged audience into long-term supporters.

Additionally, the integration of participant data from the quizzes into MS-forbundet’s CRM system facilitated more effective follow-up and donor management. This streamlined data handling process contributed to the overall success of the campaigns and ensured that the organization could efficiently nurture relationships with potential donors.

Looking ahead, MS-forbundet plans to continue using Scratcher to further expand its fundraising base and explore new engagement strategies. Upcoming initiatives include the incorporation of a “Wheel of Fortune” activity into their campaigns, aimed at diversifying their gamification approaches and increasing participant interaction.

As they continue to evolve and try new approaches, MS-forbundet's commitment to supporting those affected by MS remains unwavering, promising a brighter future for the organization and its beneficiaries.

Recommendations

For other NGOs considering the adoption of gamification strategies:

• Begin with simple campaigns, such as quizzes, to gauge audience response and fine-tune the approach.
• Ensure that participant data can be easily integrated into your existing CRM system for efficient follow-up and data management.
• Collaborate with influencers and personalized messages to make the campaigns activation more relatable and engaging.
• Continuously monitor the effectiveness of your campaigns and be willing to make adjustments based on participant feedback and results.