A proposal for the gamification of fundraising activities relating to Noble Endeavours. http://nobleendeavours.org/

1. Noble Endeavours
Gamification Ideas

2. Background
Noble Endeavours Charity!
Noble Endeavours was
established by Jan and Ian
McKay to address the pressing
needs of local tribal
communities in central
Mindanao, Philippines.

3. The Mission
Agricultural Training Centre!
Establishing a model farm on land
surrounding the school as an Agricultural
Training Centre for families of our school
children. This will provide an organic food
source for the school and allow this model to
be replicated for other families in the
surrounding community.
Other programs, including:
•
Education and Training
•
Community Health and Birthing Centre
•
Family Farm Development
•
Noble Women (income-generating skills
training)

4. The Goal
Increase the number of people and the volume of donations, via these
channels:
Product partners!
These partners have pledged to donate a component of their proceeds.!
•
Noble Awards - create corporate trophies/awards
•
Pablo and Rusty’s coffee - supply coffee
Direct donations!
Noble Endeavours also receives donations directly from the community.

5. Problem Statement
Product partners!
Need a mechanism for amplifying the amount of product
purchased.
A donator’s experience not just connected to the product
itself, but also digital awards and intrinsic rewards - proof that
good was done and impact was achieved.!
Direct Donations!
Donator needs to know “why they are donating”, “what it will
be used for”, and have the feedback that the goal is achieved.

6. Proposed Solution
Make the act of donating to Noble
Endeavours about the donator’s
personal journey.
•
Noble Endeavour’s overarching
Grand quest is articulated as:
•
Levels of play, showing different
scales a donator can choose to play
at. These levels contain:
•
XP, as a way or tracking progress for
real world actions. Each action has:
•
Social feedback; in the form of
photographic proof of the resources
that the donator has financed.

7. Player types
Socialisers
•
Highlights how their actions benefit real people on the
other end
•
Encourage them to go beyond the solo game with a
group or their company (the next level)
Explorers
•
Give them a pathway to increase in scale (via XP) or
diversity their game (by levelling up), and achieve the
goal in a myriad of diverse ways

8. Game mechanic #1:
Social feedback
•
Social feedback
•
Users who donate funds to purchase an item will
be given a photo of the child/woman/community
who has benefited.
•
Small actions are added up (e.g. one kilo of
coffee purchased donates $1 to the charity, once
$5 is reached, a picture of the child having hot
food for the day is emailed to the player).

9. Game mechanic #2: Levels
•
Allow individuals who start playing the game alone to
ramp up to groups and rope in their corporations
•
Level 1: Individual - buy products and donate.
•
Level 2: Encourage play as a social groups - book
clubs, coffee clubs, food clubs, social groups,
professional meet ups.
•
Level 3: Play as a corporation - encourage players to
influence their organisation in funding events,
purchasing and choosing a nominated charity

10. Game mechanic #3: XP
One overall XP score calculated from the sum of XP in each level,
called impact points. Some examples of actions:
•
Order 1kg of coffee ($1 goes to the charity)
•
Order an trophy/award made for group/organisation (charity
provides a hot meal, education, clean water for a day)
•
Run a fundraising event within group or corporation, e.g.
casual friday (charity responds with feedback based on the
amount you have raised)
•
Sign corporation onto Noble Endeavours as nominated
charity (charity responds with a formal thanks)

11. XP & designing for
call to action
Constantly display the top 2-3
ways a user can increase their
impact points at each level
•
Suggest that they go up a
level by creating a group or
engaging their company
•
Suggest that they increase
impact points by taking an
action on the same level
•
Award points for social
sharing to spread the word

12. Game mechanic #3.1: XP expiry against
the grand quest
Progress against Noble Endeavour’s goal (set monthly, quarterly,
or yearly) - agricultural training center’s funding - is highly visible
on the website as a “Noble Goal”. The value displayed is the sum
of all the impact points made, perhaps alongside the dollar goal.

13. Conclusion
Noble Endeavours can increase the
amount of donations, engage users
better, and provide them with a reason
to donate, by:
•
Providing social feedback for
achievements (close reward loop)
•
Designing levels for each stage
of play (individual, social group,
company) to guide user journey
•
Providing an ‘on rails’ experience
guided by XP values and calls to
action to prompt users to do the
next impactful action