Gamification, the strategic use of game elements, empowers nonprofits to transform traditional fundraising and engagement methods into interactive experiences that are more enjoyable and rewarding for donors.
Instead of depending solely on emotional appeals or highlighting urgent needs, nonprofits can use gamification to tap into the human desire for challenge, achievement, and recognition.
Behavioral science is gaining in popularity because organizations are increasingly seeking ways to understand and influence decision-making. Gamification is just one of the many manipulation strategies out there.
Gut Check
🛑 Let’s pause right here for a quick emotional check-in. I want you to reflect on how this topic makes you feel. Which of these statements do you identify with most?
“No reservations here. Tell me more!”
“Sorry—Did you say manipulation?! I can’t hear you over my ethical radar going off like a four-alarm fire!”
If you answered A, please skip ahead to the next section of this blog post. ⏭️
If you answered B, we get it. We have seen and been on the receiving end of social media giants using behavioral science to exploit their users. It doesn’t feel good.
Today, we are discussing ‘manipulation’ as a neutral academic term. According to Stanford behavior scientist Nir Eyal, manipulation is simply a “designed experience crafted to change behavior.”
By Eyal’s definition, manipulation is not inherently wrong. Look at Weight Watchers. The company is lauded for its ability to manipulate behavior effectively. Why? Because it helps its customers achieve a goal they already have for themselves.
Manipulation is only unethical when it prioritizes the needs of the behavior designer over the needs of the user. This is what separates a concierge from a con man. One is a facilitator, the other is a fraud.
At DRG, we do not encourage deception or trickery. However, we do advocate for the use of ethical strategies that bring your donor closer to our shared goal of making the world a better place. The specific strategy we're focusing on today is gamification.
Phew! Now that we have that out of the way…
A Gamification Mindset
You are likely familiar with gamification elements like progress bars, confetti, and leaderboards. But you can infuse a gamification mindset into your donor interactions, even when these specific tactics are not an option.
A gamification mindset is a holistic approach to engaging donors by applying game-like principles to your nonprofit’s strategies. It goes beyond simple tactics to create a rewarding experience for your audience.
Here are the key characteristics of a gamification mindset:
Donor-Centered DRG often discusses donor-centered fundraising. The most successful (and ethical) fundraisers build strong relationships with donors by prioritizing their needs and interests. This belief is at the core of gamification.
So step inside the minds of your donors. Personalize communications. Call them by name. Understand what motivates them, and tailor your approach accordingly.
Who does this well? DonorsChoose.org is like a GoFundMe for teacher’s classroom projects. Donors get to choose specific projects that resonate with them, and teachers provide personalized updates.
Engaging The human attention span is less than that of a goldfish. To get mere seconds of someone’s attention is an honor that should not be taken for granted. It is easier for your audience to keep scrolling than to stop, look, and listen.
So, keep your donors engaged by providing entertainment or information that they actually care about. Anything less than that will get lost. This looks like captivating storytelling, interactive elements, and varied content formats (photos, infographics, videos, etc.) to maintain interest.
Who does this well? Storyraise, a software solution that helps nonprofits easily build engaging reports and illustrate impact.
Immersive
When we design a gamification experience through a donor-centered lens, we lean into their desire to see impact. As counter-intuitive as it may sound, a highly effective donor-centered means of conveying impact is focused on the cause or beneficiary.
We are empathetic creatures. Give donors an opportunity to experience challenges faced by under-resourced healthcare providers, scholarship recipients, or someone who is unhoused.
No virtual reality headsets or complex simulations are necessary. Simple interactive quizzes, choose-your-own-adventure style stories, or day-in-the-life scenarios can be highly effective.
Who Does this Well? Urban Ministries of Durham. UMD has created two powerful interactive experiences (NamesforChange.org and PlaySpent.org) that immerse players in the reality of poverty.
Frictionless
Storytelling expert Donald Miller likes to say, “when you confuse, you lose.” When a donor on your website must spend an extra fraction of a second looking for the “Donate” or “Give Now” button because it’s not at the top right corner of your website, they experience friction.
Complexity and lack of clarity lead users to abandon your webpage. Friction points like this add unnecessary “cost” to the act of donating, making it harder to give you money. Your call to action should be visible, clear, and direct.
Consider how you can streamline each step your user takes from navigation to donation. Eliminate anything that may distract your donor from focusing on their desire to support your cause.
A frictionless donation process should feel like an HOV lane. No detours. No roadblocks. Just a seamless path from the donor’s intent (wanting to give) to their action (making the gift).
Who Does this Well? Amazon One-Click Ordering and Apple Pay. While these are commercial examples, they have mastered the art of making a purchase with a single click or tap.
Communal
As we once learned in Psych 101, we all have an innate desire to belong. We also have an innate desire to be a part of something bigger than ourselves. Nonprofits are uniquely positioned to help others achieve both.
Online forums and community events strengthen relationships and reinforce the idea that they are part of a larger movement working toward a common goal.
Who Does This Well? The Spring, charity:water’s monthly giving program, is a community of supporters who receive regular updates and can see their collective impact.
Crafting Your Endgame
Remember, gamification isn't about tricking donors or trivializing your cause. It's about tapping into fundamental human motivations and desires to create stronger connections between your supporters and your mission.
When implemented thoughtfully and ethically, gamification can:
Enhance donor satisfaction and loyalty
Increase engagement with your cause
Make giving more rewarding and enjoyable
Help supporters better understand and connect with your impact
Foster a sense of community among your donor base
As you consider incorporating gamification elements into your nonprofit's strategy, be sure to start small. Experiment with one or two ideas that align with your organization's culture and your donors' preferences. Monitor the results, gather feedback, and refine your approach accordingly.
Ultimately, the goal of adopting a gamification mindset is to create win-win scenarios where your donors feel more connected and fulfilled, and your organization is better equipped to achieve its mission. By making giving and engagement more interactive, immersive, and rewarding, you're not just raising funds – you're building a community of passionate supporters who are truly invested in your cause.
So, are you ready to level up? The game is on, and your donors are waiting to play their part in changing the world. To learn more about how you can use gamification tune in to our webinar, Level Up Your Fundraising: Exploring the Power of Gamification in Donor Relations.
