Gamifying National Blood Service of Latvia - Gamification Certification


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Gamification Certification Level 2 Project for the Engagement Alliance
The key motivation for blood donors is intrinsic – people want to help others. Qualifying potential donors who are not intrinsically motivated, can be, to a degree, motivated extrinsically. Gamification can help with that by targeting potential donors with the use of appropriate game mechanics.

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Gamifying National Blood Service of Latvia - Gamification Certification

  1. 1. Gamifying the National Blood Service of Latvia by Natalija Knaidele A presentation for Level 2 of Gamification Certification for the Engagement Alliance. All opinions in the presentation are those of the author.
  2. 2. Presentation requirements • Choose a non-profit organization, cause-based group or startup for social good. • Figure out how gamification can help them, using at least 3 GAME MECHANICS and 2 PLAYER TYPES. What we want here is a creative idea. • Create a presentation that lays out your idea for how to help. You can illustrate it, or simply describe your ideas. We want to see the essential creative idea. • Remember to clearly state the problem you're trying to help them solve and how you're proposing gamification can solve it. • Submit this presentation with an application to the Engagement Alliance.
  3. 3. Personal disclaimer • I am not a blood donor • I am squeamish when I go in for blood tests (runs in the family somewhat) • But I would definitely donate if my family and friends needed help! • This made me think that, with the correct external motivation, I could be persuaded to participate in an intelligently designed blood drive program • Blood donations are vitally necessary to many people
  4. 4. NBSL – status quo • • • • • NBSL is a state-owned, well-known, established organization with a number of long-term, repeated donors, and a database of potential donors where anyone can submit an application to be added to the database and called upon if supplies of their blood type run low NBSL has several long-term media partners, like national television, printed and online media, and large companies, that help promote the organization’s regular and seasonal blood drive campaigns The government rewards blood donors with: – a free holiday – $6 lunch money NBSL has several nationwide offices and a blood drive bus that travels across the country to visit certain cities, companies or events all year round NBSL has a website, a local social network page and a Twitter account that inform of blood drive bus routes, campaigns, rewards and other NBSL news
  5. 5. Gamifying NBSL • What is the donors’ motivation? What are the types of donors according to their motivation? • What does NBSL currently do to motivate donors? • Is the main problem in ensuring repeated donations or in attracting new donors? • What can NBSL do depending on the donor type? • Gamification borrows from games, loyalty programs and behavioral economics. What 3 game mechanics can be used to motivate donors? What player types should the engagement program focus on?
  6. 6. Key aspect: the potential donor • The key motivation for blood donors is intrinsic – they want to help: – people in general (no external trigger) – someone they don’t know but who has just been in an accident and has a compatible blood type (external trigger via information from NBSL or a media plea) – their friends or relatives in danger (powerful external trigger) • Not everyone can donate blood for different reasons – weight, health condition, infections and ilnesses – psychological reasons (e.g. aversion to blood) etc. • Qualifying potential donors who are not intrinsically motivated, can be, to a degree, motivated extrinsically – some already are, by the government-guaranteed holiday and the message in the media that it is ‘the right thing to do’
  7. 7. Current NBSL extrinsic motivation policies • Campaigns in TV, printed and online media, within organizations • Loyalty card for those donating blood or blood components more than 3 times a year, which can be presented to obtain discounts with participating service providers • NBSL website has a live 360-degree tour of its offices and the blood drive bus (with a map) • NBSL has an annual concert called the Love Festival, which happens around Valentine’s Day and features many Latvian musicians, with nationwide blood drives organized before the festival. Donors get free access to the concert • Blood supply indicator on NBSL website by blood type
  8. 8. Engaging potential donors • NBSL has a motivation program for existing donors • The government supports donor on-boarding • NBSL is very capable of setting up blood drives via its offices and the blood drive bus • Yet what happens after the first donation is crucial. Unless the person is intrinsically motivated to help (‘hooked’), she might feel exploited for her precious blood, or use the holiday, go to the festival and that’s it • Gamification can help by updating the existing motivation system with long-term extrinsically motivating elements of status, rewards and engaging activities, including those in the donor’s social circles
  9. 9. Appropriate Bartle’s player types and types of activities • Achievers. Donors who will try to maximize the number of donations (since that would be the most valuable activity) and other possible ways of earning points • Socializers (and Explorers). Might want to maximize donations, but are likely to donate less than the maximum number or times and actively participate in other activities and socialization throughout the country • According to Jon Radoff’s system: many players and a quantitative result implies a COMPETITION-type game, but we can also make on-boarding fun via COOPERATION to spread the word about blood drives.
  10. 10. Appropriate game mechanics • Point system for all actions – donation – the most valuable – organizing and participating in social events for donors – spreading the word about blood donation, attracting new donors • Rewards – Point-based competition with prizes from NBSL partners culminating with an awards ceremony at the Love Festival • Badges and achievements – Work with universities and organizations to encourage installing internal leaderboards – Work with (popular Latvian Facebook analog) to implement shareable social badges
  11. 11. By Natalija Knaidele @Knaidele THANK YOU FOR REVIEWING!