Driving Donor Loyalty through game-based

marketing

Michael Dent

Head of Mass Market Fundraising

Agenda

• Background

• What is game-based marketing

• Game Mechanics

• Player Types

• Raffle success factors

• Group task – with prizes

• Multi-Dimensional Strategies

• Retention Rates

• Challenges & Opportunities

Macmillan

WRVS

WRVS Prize-led Growth

2005 = £60k

2010 = £1.6m

100,000 donors

Responsive volunteer base

Aggressive Multi-book strategy

Loads of fun

Macmillan Gaming Stream

What is Game-based Marketing?

• Mixing games with marketing to drive loyalty and income

• Funware Concept – “putting fun into everything”

• Make interactions more fun and therefore more meaningful for the people to play

• Short-term excitement = long-term loyalty

Commercial Game-based Marketing?

Games are all around us

• Passive play

Games are all around us

• Active play

Game Mechanics – Mini Games

• People need a certain piece to proceed

• Presents under the Christmas tree

• Lucky sevens find the cards

Game Mechanics – Mini Games

Game Mechanics – Recognition

• Superseller games

Game Mechanics – Rewards

• Incentives

• Bounce-back gifts

• Rewards make people feel good

• Encourage positive behaviour

Game Mechanics – Leaderboards

• Simplest ways to engage play

• Rising up a leaderboard keeps people playing

• Great Gorilla fundraising – justgiving leaderboard

• Facebook

invisible leaderboard

Game Mechanics – Points

• Frequent flyer loyalty schemes – ultimate loyalty

• Redemption is not critical the game and your status within it becomes more important

• Frequent flyer points – not cash but the promise of a future reward – “sometime i will go to Hawai”

• Online raffle?

Game Mechanics – Prizes

Player Types

• ACHIEVERS – likes to complete everything,(speed draws, mini games)

• SOCIALIZERS – likes to play and connect less competitive, (sell tickets to friends)

• EXPLORERS – the game is about the journey, (loves puzzles, challenges & steps)

• KILLERS – they like to win and others lose, (Scratchcards)

Lucky Sevens Pack

Raffle Fundraising

Insert image of recent raffle outer

Why Raffles

• Opportunity to support in different way

• Get something back – reciprocity principle

• Lower entry barrier

• Social fundraising – sell to friends

• Positive propositions

• Popular in tough economic times

• Six key success factors

1) A focus on Winning

2) Prize Structure

Here’s the persuasive words££££ Bigger has more pulling power£ Smaller is OK

Use fund to create wider appealPrize fund trickLong tailsTangible - not cash onlyNot mission-relatedGive choices

3) Engagement & Involvement

Sticker challenge?

4) Urgency

5) Authenticity and trust

6) Appropriate use of Mission

Key Success Factors

WHEN USING RAFFLES…

1) Focus on Winning

2) Prize Structure

3) Engage + Involve

4) Urgency

5) Authenticity

6) Appropriate Mission use

EXERCISE – DESIGN A NEW RAFFLE

What prize fund? Speed Draw?

Incentives?Mission Flyers?

Stickers?

Pack format?Prize structure?

Macmillan is about to start developing it’s Christmas raffle. Your task is to use the six success factors to help design a new Christmas raffle

1) What will the prize fund look like? Cash? Car? Cruise? Mixture?2) Will it use stickers?3) Will there be a speed draw?4) What will go on the front of the envelope

5) Split into groups of 4 and have ago with the flip chart paper6) Prize for the best

Multi-Dimensional Strategies

• Raffle

• Speed draws

• Prize draw

• Weekly Lottery

• Scratch card

• Bingo

• Online

Game-based Donor Loyalty?

• Short-term excitement

• Positive experience

• Fun

• Repeat Play

• Drives engagement

=Long-term loyalty

Rocketing Retention rates

45%70%

Challenges

• Packs are really cheesy

• Stretching brand

• Complex production

• Prize-led focus

• No Awards

• Must be a risk taker

Opportunities for the brave

• Works for any size charity

• Need to take risks

• Test new things

• Online potentials

• Growth in game-based generation

Summary

Fast growing game-based marketing

Opportunities for engagement

More Game-based marketing

More Success

More Fun!

THANK YOU

Michael Dent

Head of Mass Market Fundraising