Last week I attended NFPtweetup where the topic was on gamification. Although the term was coined in 2002 by Nick Pelling, it’s only since 2010 that it started to become popular.
So just what is ‘gamification’?
According to Wikipedia: Gamification is the use of game thinking and game mechanics in a non-game context in order to engage users and solve problems. Gamification is used in applications and processes to improve user engagement, ROI, data quality, timeliness, and learning.
Basically, gamification is about rewarding behaviour through incentives using elements such as points, badges and leader boards. It’s not really all that new either, if you think about it….we’ve been doing it for years through raffles, tombola’s and off-line competitions.
So who, in the charity sector, is using gamification well?
Cancer Research UK – Ed Cervantes-Watson, Senior Innovation Delivery Manager at CRUK, spoke about Dryathalon at NFPtweetup and how successful it has been for them. They spent six months researching their target audience (young men) and came up with a concept that would work for them: giving up alcohol for January and rewarding them along the way with badges and a leader board. The result, to date, is 35,000 Dryalthletes and £3 million and counting.
Also take a look at their new project Cell Slider.
Vinspired – Big Society’s Big Mouth project, powered by the volunteering charity, Vinspired asks young people to discuss the problems they face in their community then share ideas to make it better. Points are awarded for return log-ins, starting projects and polls, voting on polls and commenting on discussions etc. The more you interact, the more points you get and the higher you move up the leader board.
Greenpeace – you have probably already heard of the hugely successful VW: The Dark Side campaign where Greenpeace used gamification to pressure VW to drop their opposition of key environmental laws. Those who signed up to the campaign embarked on ‘Jedi Training’ and earned points for referring the campaign to friends. The more friends they referred who signed up , the more points they earned. They also earned points from views of their personal URL. The result was over 500,000 people campaigned, forcing VW to commit to making cleaner and more efficient cars.
Do you have examples of other charities using gamification well? Leave a comment below.
So, taking the elements of gamification, do you think it would work for your charity?