The gaming industry is huge and still growing, with over 214 million people playing video games in the U.S. alone. This presents an opportunity for charities to tap into gaming communities and influencers to raise funds and awareness. The USO, which supports military members and their families, has found success raising over $800,000 in its first year of gaming fundraising.
Diego Shanaker, USO’s gaming partnerships manager, shared insights for nonprofits looking to get into gaming fundraising.
First, connect gaming to your mission. At the USO, gaming helps military members connect with loved ones during deployment or training. Share stories of the impact to resonate with gamers and gaming brands.
Next, survey your supporters to determine interests. The USO asked military members which games they play and organized tournaments around the results. Knowing your audience’s preferences will guide which gaming influencers and communities to work with.
Then, steward gaming influencers like major donors. Though gamers like anonymity, build relationships with those who support your cause. The USO stayed in touch with a streamer who raised $3,000 in his first fundraiser for them and over $12,000 in the next. Treat influencers well and they’ll become long-term advocates and fundraisers.
Also, offer incentives and matched gifts to motivate fundraisers.
The USO’s Coca-Cola fundraiser featured a virtual bottle that filled as donations came in, culminating in an explosion of fireworks at $25,000. Incentives give people fun goals to work toward.
Finally, advisory councils with gaming industry experts provide valuable guidance. The USO is building a council to ensure their program best serves supporters. A council can guide your gaming strategy and open doors to new opportunities.
Gaming and influencer fundraising has huge potential for nonprofits. Start by connecting to your mission, surveying supporters, stewarding relationships, offering incentives, and establishing an advisory council. With time and dedication, gaming can become a major funding channel for your organization. Charities that get into this space now will be poised to tap into its growing power.
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