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Driving donor loyalty through game based marketing
- 1. Driving Donor Loyalty throughgame-based marketing Michael Dent Head of Mass Market Fundraising
- 2. Agenda • Background • Whatis game-based marketing • Game Mechanics • Player Types • Raffle success factors • Group task – with prizes • Multi-Dimensional Strategies • Retention Rates • Challenges & Opportunities
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- 5. WRVS Prize-led Growth 2005= £60k 2010 = £1.6m 100,000 donors Responsive volunteer base Aggressive Multi-book strategy
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- 8. What is Game-basedMarketing? • 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
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- 10. Games are allaround us • Passive play
- 11. Games are allaround us • Active play
- 12. Game Mechanics –Mini Games • People need a certain piece to proceed • Presents under the Christmas tree • Lucky sevens find the cards
- 13. Game Mechanics –Mini Games
- 14. Game Mechanics –Recognition • Superseller games
- 15. Game Mechanics –Rewards • Incentives • Bounce-back gifts • Rewards make people feel good • Encourage positive behaviour
- 16. Game Mechanics –Leaderboards • Simplest ways to engage play • Rising up a leaderboard keeps people playing • Great Gorilla fundraising – justgiving leaderboard • Facebook invisible leaderboard
- 17. 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?
- 18. Game Mechanics –Prizes
- 19. 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)
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- 21. Insert image ofrecent raffle outer Raffle Fundraising
- 22. Why Raffles • Opportunityto 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
- 23. 1) A focuson Winning
- 24. 2) Prize Structure Here’sthe persuasive words ££££ Bigger has more pulling power £ Smaller is OK Use fund to create wider appeal Prize fund trick Long tails Tangible - not cash only Not mission-related Give choices
- 25. 3) Engagement &Involvement Sticker challenge?
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- 27. 5) Authenticity andtrust
- 28. 6) Appropriate useof Mission
- 29. Key Success Factors WHENUSING RAFFLES… 1) Focus on Winning 2) Prize Structure 3) Engage + Involve 4) Urgency 5) Authenticity 6) Appropriate Mission use
- 30. EXERCISE – DESIGNA NEW RAFFLE 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 paper 6) Prize for the best What prize fund? Speed Draw? Prize structure? Pack format? Stickers? Incentives? Mission Flyers?
- 31. Multi-Dimensional Strategies • Raffle •Speed draws • Prize draw • Weekly Lottery • Scratch card • Bingo • Online
- 32. Game-based Donor Loyalty? •Short-term excitement • Positive experience • Fun • Repeat Play • Drives engagement =Long-term loyalty
- 33. Rocketing Retention rates 45% 70%
- 34. Challenges • Packs arereally cheesy • Stretching brand • Complex production • Prize-led focus • No Awards • Must be a risk taker
- 35. Opportunities for thebrave • Works for any size charity • Need to take risks • Test new things • Online potentials • Growth in game-based generation
- 36. Summary Fast growing game-basedmarketing Opportunities for engagement More Game-based marketing More Success More Fun!
- 37. THANK YOU Michael Dent Headof Mass Market Fundraising
Editor's Notes
- #4 We all have a role to play in delivering a Macmillan experience, asking more, developing our products, and helping to shift the supporter to the heart of what we do.We have to recognise that Macmillan customers are not only “a supporter” or “a service user” – they’re 19 million people affected by cancer, and they’ll be involved with Macmillan in many different ways.We’re one team and we all help raise money; whether that’s by making sure people know they’ve been supported by Macmillan during their cancer journey, inspiring potential supporters with the great work we do and why they should fund it, or building the systems that make it all work.
- #5 MIKE’S SLIDEToday WRVS is one of the largest voluntary organisations in Britain with over 55,000 volunteers helping older people to stay independent in there homes, active in the communities and safe in emergencies.Last year WRVS helped over 78,000 people get more out of life:This included running over 600 lunch clubsDelivered over 6 million Meals on Wheels to vulnerable peopleRunning helpful information centres and cafes in over 300 hospitalsAnd responding to over 166 separate emergency callouts from people in crisis
- #6 We have grown rapidly from one annual raffle to our volunteer base that raised around £60k to a position today where 6 raffles are mailed annually raising over £850k and recruiting thousands of new supporters.This rapid growth has been made possible as a result of a very responsive volunteer base to a raffle proposition – volunteers respond 4X more positively to a raffle ask than a cause askAggressive a multi-book upgrading strategy.Integrating the Principles of Motivation in raffle packs
- #8 Asking more often means we need to create more ways to get involved so everyone can join in a way which suits them
- #17 Great Gorilla fundraising – justgivingleaderboardOne of the simplest ways to engage play is a leaderboardRising up a leaderboard is enough of a motivation to keep playingFacebook – the placement of the number of friends by your name doesn’t happen by chance it creates an invisible leaderboardOnline gaming opportunities
- #20 Understanding play motivation in game based marketing is as crucial as age and incomeRichard Bartle looked at motivation to drive people to play and divided people into 4 key types of playerACHIEVERS – Driven by a desire to achieve goals, complete everything loves games full of bonuses – e.g. Will love raffle puzzles, speed draws etcSOCIALIZERS – Play games in order to connect with other players – less competitive more co-operative – probably likely to sell tickets to friends and neighboursEXPLORERS – The game is all about the journey – never the destination, loves random challenges and puzzles – would love to find the pices of a game within a raffle packKILLERS - They like to win and other people to lose – win/lose senarios are essential – Scratchcards example
- #30 Ok, so lets recap on our top tips for using competitions and premiums successfully in DM…
- #32 Media selections based on results from last year
- #37 happy donors give for longer, give more often and give bigger gifts. That in return results in better donor loyalty, better life-time value and ultimately more income for the charity.