Gamify your fundraising

I don't like video games. I know lots of people do, and I mean lots of people. Apparently, there are approx 3.09 billion gamers globally. I don't know if this fact is true, but I know that my 12 year old son and 50 year old husband would rather spend their time playing silly video games than going for a walk with me. I also know quite a few other male 12 year olds and 50 year olds who would choose the same. In which case let's make money from them, seen as they'll be playing silly games anyway.

There is a stigma and a stereotype attached to gaming; a smelly man who sits in a dark room, eyes glued to the screen, committing virtual acts of violence. Whether this stereotype is unfair or untrue is irrelevant your organisation needs to be consider it.

If you're an older people's charity maybe gaming is not your fundraising priority but on the hand maybe it is, socialising through Minecraft or Fortnite with someone on the other side of the world is one way to reduce social isolation. The same can be said for a charity that organises for its beneficiaries to get out and enjoy nature or be entrepreneurial. At first glance it might feel not feel 'on brand' to ask people to stay in, play games and fundraise for your non-profit. And it might well not be, but ask yourself the question, look at the angles and at this moment in time (while there is still a stigma, which is reducing and will eventually disappear especially with 3.09 billion gamers and growing), it's a chance for your charity to stand out, maybe get some media coverage and make money.

You've considered the pros and cons, you've got sign off from the higher ups, how do you go about raising money from gaming? Here's a rough plan:

Recruit your gaming fundraisers: but first of all, find a gamer, pick their brains and organise a pilot before you roll it out. You'll need to make some decisions based on the research and pilot; is there a popular game better aligned to your cause? Do you mind if the DIY fundraiser organises a gaming tournament or a marathon or is something better?

Prep your campaign: key messages, timelines, where to find your gaming DIY fundraisers (put a call out on social media and influencers), if you're an 'unusual' charity using gaming you might want to do a media campaign, do line up the mechanics of giving and thanking, and your KPIs. By the way, World Gaming Day is 22nd Oct.

Your gaming DIY fundraisers will probably use Twitch (it was built for games to stream their games and play with people across the world). When streaming online, the gamer can add donate buttons to stream (you'll need to know how to do this and check it's happening). The button will link to a page, probably on the charity's website so that donations can be tracked or a JustGiving page. FYI there are some alternatives to Twitch - Caffeine, Reststream and StreamYard.

Ideally you will support you DIY fundraiser as they're gaming and raising money for your cause, you could play with them, send a message and/or post on the charity's social media accounts.

And finally, in true fundraising style, here are some case studies from charities who fundraise from gaming.

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Fundraisers endure and survive!!