Virtual and gaming fundraising are emerging areas that nonprofits should explore to engage younger donors and future supporters. According to Lewis Diaz, executive director of annual giving at Milenberg College, “gaming and esports fundraising are generating a lot of interest.” Some higher education institutions are even starting esports teams, showing the potential for fundraising in this space.
However, to succeed with innovative fundraising strategies like these, nonprofits must first cultivate deep community engagement and make donor participation a priority. Diaz recommends focusing on participatory, purposeful, recurring events that identify and develop leadership to build this engagement. For example, interactive livestreamed fundraising events can leverage tools like chat functions to involve attendees. Monthly giving programs, which convert single donors into long-term supporters, are also key to success.
With the right foundation of a loyal donor base and recurring revenue established, nonprofits can experiment with gaming and virtual events. Livestreaming platforms offer creative possibilities for interactive experiences beyond traditional charity drives or telethons. Diaz suggests, “an improved telethon for streaming with more interactivity” as a model for innovative virtual fundraising. Esports tournaments are another option, especially for nonprofits with younger target audiences.
Some risks to consider include lack of experience in new technologies, uncertain return on investment, and pushback from traditional donors. However, the rewards of pioneering creative fundraising strategies, especially to engage future generations of supporters, are well worth the effort for many nonprofits. With openness to experimentation and reliance on data to determine what works, gaming and virtual fundraising have the potential to drive real impact.
As donors increasingly operate in digital spaces, nonprofits must meet them there. Gaming and virtual fundraising are just beginning, but represent the cutting edge of how we build and engage community in the 21st century. By cultivating authentic and reciprocal relationships in both physical and virtual realms, nonprofits will secure relevance for generations to come. The future of fundraising has arrived.
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