With large numbers of people interacting via social media websites, the business of social gaming is becoming very profitable. Development of social media games is considerably cheaper than traditional video games. Launching in beta allows the developer to manage risk, and marketing and distribution costs are significantly reduced thanks to the viral nature of social media networks.
And the potential for fundraising through social gaming is growing along with the industry.
Nonprofits and social gaming playing together
Zynga’s hugely popular Facebook game FarmVille has more than 56 million monthly users. Players manage virtual farms, purchasing seeds, supplies and equipment. Last year, Zynga ran the Sweet Seeds initiative, where proceeds from the purchase of sweet potato seeds were donated to two Haitian nonprofit organizations. That effort raised $487,500, part of the $1.5 million that Zynga was able to raise for Haitian earthquake relief efforts through sales of virtual goods throughout its online gaming communities.
Rockstar Games sponsored the Movember campaign (Canadian Fundraiser, January 15 and September 30, 2008), where men grow moustaches to raise funds and awareness for prostate cancer. Rockstar added its own twist, asking participants to send in photos of their moustaches to win an opportunity to be a character in the next game developed by the company.
FreeRice works on a simple premise. For every question you answer correctly, a sponsor donates 10 grains of rice through the UN World Food Program, a partner in the site with the Berkman Center for Society and the Internet at Harvard University. Over 73 billion grains have been donated to date.
Click “start” and get going
Using social gaming to raise funds for nonprofit organizations is a win in our books. Here are three ways to begin:
Check out the opportunities to run a fundraising drive through existing social games with a substantial membership. An incentive for players to donate to a cause can positively impact the popularity of the game, thereby making collaboration with your organization attractive to the game developers.
Get a gaming company to sponsor your next fundraising campaign. They will bring you creative integration and a large following.
Start your own game. Think about how your game will raise funds. Keep in mind a target audience and consider themes that flow with your organization’s mission. Then approach a gaming agency with your ideas, develop your strategy and game, and hit the start button on your new fundraising program.
