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How to ‘game-raise’ your way to fundraising success

Back in my teenage years, the height of gaming sophistication was four handsets plugged into our Sega Megadrive, with a room full of friends ready to take on their next ‘Micro Machines’ challenge. How times have changed! It’s always been a huge industry, but did you know that last year, the global gaming market was valued at $167.9 billion? That’s a lot of zeros.

To give this number some form of context, in 2017/18 the ‘official’ contribution of the voluntary sector to the UK economy came in at around £18 billion (~$25 billion). To say gaming is a sector with potential is something of an understatement. No longer a solitary pastime, gaming gives people the chance to connect, have fun and relax, with lockdown times seeing more and more people find connections in the virtual world. Not just a hobby, gaming is also a profession. According to CareerGamers.com the average ‘gamer’ can now earn around $60,000 every year – and that’s before we get into celebrity gamers and influencers!

What does this mean for charities, and how can your organisation tap into the world of gaming?  

Posted 18/05/2021

How does ‘game-raising’ work?

Whilst COVID-19 has opened new doors in digital fundraising, the use of online games as a virtual fundraising event is not entirely new. In its simplest form, the most accessible game-raiser is one that rotates around the idea of live streaming. Charity donors and supporters register their interest, set their challenge and live stream their event to a digital audience – raising money as they play. It’s a great start, and the foundation of some hugely successful charity fundraising campaigns. But if you really want to take it to the next level, you need to see game-raisers as a corporate partnership and PR opportunity. The gaming world might be virtual, but the companies and people that play them are very real. There is no reason why you can’t team up with industry members to create and sell bespoke in-game products, limited edition patches and other downloadable content. Or why you can’t work with the influencer crowd to raise your profile (and money) through live-streamed challenges and events.

Meet the charities raising their game

Not sure how to turn this theory into reality? We’ve got two great examples of charitable organisations taking their game-raisers to the next level.

1. You can’t talk game-raising without mentioning…

War Child: Part of their fundraising portfolio since 2006, over the last 15 years this award-winning team have raised $5 million through innovation in gaming! Perhaps best known for their Armistice campaign, since its launch in 2016 this annual charity gaming fundraiser has brought in over half a million dollars. There’s the invitation to live stream, of course, but that’s just the start. What we love about War Child’s use of gaming is the way they work with the industry as a whole, and have used it as a chance to build charity partnerships with some of the biggest brands in the business. During the Armistice movement, gamers can buy limited edition patches and products for their favourite games. Whether it’s throwing snowballs as part of a wartime truce, or downloading peace-themed emblems and skins – each has been tailor-made for the campaign and spreads War Child’s message of peaceful gameplay.

2. Joining the game slightly later, we want to take this chance to showcase…

Stand Up To Cancer: The fight against cancer took a new turn with the launch of ‘Game On’. Fronted by Halo’s Master Chief, gamers across the country came together ‘to take on their greatest enemy yet – cancer’. As well as raising an impressive $94,610 through ‘Sails of the Union’ in-game items, donors and supporters were invited to take on their own unique challenges – driving backwards through Forza Horizon 4 or taking the ‘Projectiles Only Challenge’ playing Ori and the Will of the Wisps. Taking this campaign to the next level, the week of September 21st also saw some of the UK’s top gamers take over the XboxOn Twitch stream. From shopping trips around the Sea of Thieves (Sloopermarket Sweep) to a wildlife safari in the backyard of Grounded, we love the creative ideas behind this event. By turning traditional gaming challenges on their head, and encouraging donors and supporters to do the same, Stand Up To Cancer really did raise their game – and we’ve got our eyes peeled to see if the event will run again this year.  

Inspired? We are! Up and down the country, charities are taking the plunge and adding game-raising to their fundraising events portfolio. Here are a few others that caught our eye:

  • Special Effect: Hosted on the last week of February, you’re invited to be part of the country’s biggest annual gaming marathon for Special Effect with ‘Game Blast’.
  • Trussel Trust: Going truly hybrid, the Trussel Trust invite charity donors to hold a gaming bake-sale, selling game-themed goodies whilst streaming their live gaming marathon to a virtual crowd.
  • Mind: In a world where social distancing has become the norm, Mind invite you to make virtual connections and channel the power of streaming with their ‘Switch off, Game On’
  • Blue Cross: Whether it’s #TeamRabbit, Horse, Cat or Dog, the Blue Cross are asking their supporters to choose a challenge and help take their favourite animal’s team through to victory with #Paws2Play.
  • Help for Heroes: Have kept it simple, asking charity donors and supporters to choose their challenge, set up and stream, get in the zone and ‘Hero-up’!

How to game your way to fundraising success

The game, as they say, is on. Our key takeaways? If your organisation is looking to hold a successful game-raiser then you need to:

  • Design a great concept and creative hook that will catch the attention of budding game-raisers.
  • Offer a live streaming option to make sure anyone and everyone can raise funds for your cause.
  • Get your online community buzzing and bring people together with an active social media presence.
  • Collaborate with high-level gamers and influencers to help raise the profile of your event.
  • Think corporate partnerships and embrace the world of cause-related marketing.
  • Make sure it’s quick and easy for charity supporters to get involved and make online, digital donations.
  • Deliver a gold-star supporter experience and steward people through to event success!

Remember. It might take place in a digital realm, but that doesn’t mean the event itself has to be virtual. This is 2021. Why not make your next game-raiser a hybrid charity fundraising event and bring live and virtual audiences together. Ready? Let’s play!