Gamification marketing for charities and NGOs
Most people who see a fundraising ad scroll straight past it. Not because they don't care, but because they aren't ready to give yet. Gamification gives them a smaller first step: a quiz, a personality test or a calendar that takes a minute or two to play. They learn something about your cause, and you get the chance to stay in touch.
Why games work for fundraising
- Curiosity comes before giving. WWF Denmark found that the road from first contact to donation is longer than it used to be. A quiz lets people engage with your cause long before you ask for money.
- People who play are warmer contacts. They chose to spend time on your topic. MS-forbundet's telemarketing team found these people easier to talk to.
- You own the relationship. Every sign-up goes into your own email tool or CRM, so you depend less on paid ads and changing platform rules.
How to plan a gamified fundraising campaign
1. Pick one goal
Decide if the campaign should find new supporters, warm up the ones you already have, or sell gift certificates and merchandise. One clear goal makes it easier to choose the format, the prize and the follow-up.
2. Choose a format that teaches
A quiz is the classic choice for charities: test what people know and share one fact at a time. A personality test, like WWF's "What is your spirit animal?", is easy to share on social media. A Christmas calendar keeps your existing supporters close all through December.
3. Ask for consent the right way
Ask only for what you need, usually a name and an email address, sometimes a phone number. Write your own consent text, use double opt-in, and make it clear what people say yes to. Read more about collecting sign-ups with games.
4. Plan what happens after the game
The game is the start, not the end. Send new contacts into a welcome flow that tells them more about your work, then ask for support by email, text message or phone. MS-forbundet called the people who took part in its quiz, and 9% of those it reached became recurring donors.
5. Measure cost per donor, not just cost per lead
A lead is only cheap if it turns into support. Follow your new contacts over time, and compare the cost per donor with your other channels. Our analytics show you in near real time how many people visit, play and sign up.
Prizes that fit a good cause
Prizes don't have to be expensive, and they should fit your mission. Ideas that work well for charities:
- A prize sponsored by a partner. Red Barnet's Christmas quiz had prizes from HUAWEI.
- Useful knowledge. AIDS-Fondet offered a free guide to writing a will.
- Items from your own webshop, which also bring people to your shop.
Keep supporters close all year
Fundraising is not one big campaign. Plan games around the moments your supporters already care about: Christmas, your national collection, or a theme week about your cause. A recurring campaign, like WWF Denmark's Christmas calendar, gives people a reason to come back and keeps you in their inbox in a way they enjoy. See how to keep people coming back, get more ideas on our blog in gamification strategy for NGOs, or read the full WWF Denmark story.
