Gamification And Nonprofits: MLB Hits A Fundraising Home Run
| Posted in Fundraising on Jul 17, 2012 |
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Gamification and social networks go hand in hand. Foursquare, the popular location-based mobile network, is considered the pioneer of this trend and it has gained momentum- even hitting the world of nonprofit fundraising.
To encourage people to use Foursquare, the company uses the gamification process by allowing users to "check-in" to merchants they frequent, and enabling them to earn badges, locate and follow friends, broadcast their check-in locations and boast of achievements on Facebook or Twitter.
Nonprofit organizations, just like popular brands, should explore gamification for a variety of reasons. Most importantly being that consumers/fans/supporters desire it. According to Mashable, consumers are looking for more ways to entertain themselves, and more interestingly, want to be able to access game elements everywhere. Further research shows that when consumers can boast achievements like badges with their networks, it enhances the innate human motivations that games use to keep people engaged. Sharing achievements on social networks also lures in new audiences.
The 2012 MLB All-Star Game Charity 5k & Fun Run that took place this July is a great example of how causes can implement gamification. Hitting a homerun for the fight against cancer, the multi-platform campaign raised over $230K and engaged over 6,900 participants.
For the first time in the event's history registrants were able to sign up online, join either the American or National League teams, and create a personal All-Star page to share with friends and family on Facebook and Twitter. The custom website designed by Karma411 amassed team spirit and created some competition. Supporters had the opportunity to elevate their badge status on the site as they raised funds and recruited teammates. Those who were in the lead for MVP were featured on the homepage.
It is this type of activity that can allow nonprofits to knock their fundraising campaigns out of the park!
Tags:
MLB Gamification Social Networks Online Fundraising Fundraising Campaigns Karma411
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