Donor Participation Project

Gamers are often stereotyped as teenagers sitting alone in their parents’ basement. But the gaming audience is far more diverse than this myth suggests. Nonprofits looking to tap into gaming for fundraising would do well to understand the truth about gamers.

According to experts Diego Shiferker and Dan Long, the average gamer is 33 years old. Gaming is also almost evenly split between males and females. Nearly two-thirds of adults between 18 to 54 years old play video games. This wider age range and diverse gender split demonstrate that gaming is popular across demographics.

Gaming is also highly social.

Contrary to popular belief, 65% of gamers play with others, and 40% have built friendships with people they met through gaming. With many people using gaming as a way to stay connected, nonprofits can leverage this social aspect to build community and fundraising potential.

However, the size of a gamer’s following does not directly correlate with their fundraising impact or ability to build community. Bigger gaming influencers do not necessarily mean bigger donations or a more engaged base. What matters most is a gamer’s passion for and personal connection to the cause. Gamers who have benefited from a nonprofit’s work or mission are well-positioned to authentically engage their base.

For nonprofits looking to get into gaming, do not make assumptions about the audience. Take time to understand gamers and find those who care deeply about your cause.

Build real relationships and community, not just follower numbers. By debunking myths about gamers, nonprofits can set realistic expectations and find meaningful partnerships within the gaming world. Gaming may be a powerful tool for connection and change if you reach the right audiences for the right reasons.

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Live streaming has opened up new opportunities for nonprofits to connect with donors in real time. However, choosing the right donation tools to facilitate giving during a live stream can be challenging. Here are some of the pros and cons of different options to consider.

Using your existing donation forms and online giving platforms are convenient since donors and staff are already familiar with them. The data is integrated into your CRM and reporting. However, these standard tools are not designed for live streams and lack functionality like donation alerts to recognize donors in real time. They may deter some donors who prefer a more interactive giving experience.

Tiltify and DonorDrive are popular tools created specifically for charity live streams.

They offer alerts, incentives, and rewards to motivate donors. Streamers can easily fundraise for your cause by launching a campaign on the platform. However, your organization has less control over the branding and donor experience using a third-party platform. There are also fees associated with using the tools.

Twitch recently launched a donation tool in closed beta that uses the PayPal Giving Fund.

It has the potential to reach new audiences already active on the Twitch platform. However, the tool is still in early testing and may lack some advanced features of other live streaming donation platforms. Fees will also apply when it officially launches.

The best approach may be using a combination of these tools. For your own live streams, use your existing donation forms but also experiment with other platforms to provide an optimized experience for stream viewers. Make it easy for fundraisers to start campaigns on your behalf using tools like Tiltify. Consider Twitch’s donation tool once it fully launches to tap into new communities. With some testing, you can determine the right mix of tools to facilitate an impactful live stream fundraising program.

In summary, weigh the pros and cons of each tool based on your needs and audience. A multi-platform strategy may be most effective to maximize your live streaming fundraising success.

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The gaming industry has exploded into a $200 billion market, with over 70% of Americans identifying as gamers. Nonprofits are taking notice and partnering with gamers and streamers, also known as video game influencers who live stream their gameplay, to raise funds and awareness for their causes.

According to April Stallings, who leads gaming and streaming fundraising at Make-A-Wish International, the key is building authentic relationships and understanding gaming culture.

“Do your research and make sure any content creator you partner with aligns with your organization’s values,” she advises. “Become part of their community by following them on social media and joining their live streams. And don’t ask them to change who they are or what games they play.”

The most popular fundraising models in gaming are community events, charity live streams, and evergreen programs.

Community events like Games Done Quick and Z Event are organized by gamers to raise millions for charity over several days of nonstop gameplay and streaming. Nonprofits can organize their own charity live streams, providing streamers with fundraising toolkits and assets to promote the cause during their broadcasts. For evergreen programs, nonprofits create turnkey tools on their website so streamers can fundraise for them anytime.

To get started, Stallings recommends developing a long-term plan, allocating staff and resources, choosing fundraising tools and software built for streamers like Tiltify, and recruiting streamers by reaching out to them directly or through their agents.

“When a streamer fundraises for you, they’re donating their income for the day,” she says. “Engage with their community in the stream chat, hype them up, and show your appreciation.”

With a built-in audience of nearly 400 million viewers, the streaming and esports communities are primed to become meaningful partners for nonprofit fundraising. By understanding the culture, building authentic relationships and providing the right tools and support, nonprofits can tap into this passionate base of donors and establish a innovative new source of funds. The opportunity to reach younger audiences and bring play into philanthropy may be just a joy-stick away.

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For small nonprofits, institutional knowledge can be hard to retain when staff turnover is common. However, putting in place basic systems and processes can help capture learnings and smooth transitions. According to Ali Evans, Executive Director of Foodnet Meals on Wheels, “Use the database and then learn how to access the data in the database. We use GiftWorks and taking the time to get to know it, using it is helpful.”

While a sophisticated donor database may not be feasible for some organizations, start with what you have and use it consistently. Track donors, gifts, communications, and interactions to build a history of relationships. Refer to records regularly, not just during fundraising drives or when staff leave.

Standard operating procedures are another mechanism to retain knowledge.

Evans acknowledges her organization needs to develop SOPs to prepare for future changes. Documenting core procedures, timelines, and processes provides guidelines for new staff to get up to speed quickly. They also create continuity when long-time employees depart.

For recruiting, think beyond job boards which often yield candidates from far away.

Evans recommends networking locally by attending chamber meetings, connecting with rotary clubs and making the most of your social networks. You may find candidates more committed to your organization and mission. Exploring creative options like work-study internship programs with nearby colleges and universities is another approach. Students gain experience while providing part-time help, often at lower cost.

While change can be difficult for small nonprofits, planning for it will reduce disruption.

Focus on building trust and relationships, not just technical skills. Take a people-centered approach, connecting with donors through personal outreach. Systems and processes may not need to be sophisticated but should capture the knowledge and experience gained over years or even decades. Valuing your institutional knowledge and finding ways to retain it will help your organization pivot during crises and thrive. Personal touches, networking and community partnerships can take you further than the latest software or job board.

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For nonprofit fundraisers, success is built on infrastructure. According to Heather Thompson, Chief Development Officer at NorWest Community Action Partnership, investing in the underlying systems and processes to support fundraising is critical.

When Thompson started at NorWest CAP, the 55-year-old organization had no fundraising program. Her first priority was not raising money but establishing the infrastructure to enable long-term success. She focused on goals like finalizing a donor database, developing professional messaging and marketing materials, and building a fundraising committee. These foundations allowed the team to start small by submitting grant proposals and holding a community event.

Two years later, the organization is achieving fundraising wins, but Thompson acknowledges they are still laying groundwork. Fundraising infrastructure is not built overnight. However, many boards and executives do not understand this and push unrealistic expectations. “No fundraiser meets the bare minimum. We want to do everything to support our mission,” Thompson said. But doing so risks burning out and failing to build sustainably.

Fundraisers must educate leadership about infrastructure needs by setting incremental goals and outlining resource requirements.

At NorWest CAP, Thompson leveraged available data and metrics to make the case for a donor database and marketing investments. She worked with receptive board members to get buy-in before presenting to the full board, using their advocacy to overcome objections.

Starting small and scaling up worked for NorWest CAP. Thompson set modest revenue targets, focusing instead on foundational goals like donor retention and new donor acquisition. An annual event aimed to raise brand awareness rather than large amounts of money. In year two, lower ticket prices and more sponsors led to greater impact and community participation.

For fundraisers in startup or rebuilding mode, Thompson’s experience shows infrastructure comes before short-term gains. Educate others, set incremental goals, start small, analyze and iterate. Success will follow at a sustainable pace. The key is patience, persistence and remembering that fundraising is a long game. With the right infrastructure in place, the wins will come.

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Donors give to charities for two main reasons: to support the collective good provided by the organization or for the private benefits they gain. Professor Mark Ottoni-Wilhelm of Indiana University calls these the “dual motives” behind philanthropic behavior.

Charities often appeal to donors by highlighting the collective benefits of their mission, like helping those in need or advancing education. But donors also give for internal reasons, such as reducing guilt, boosting their self-image, or gaining social approval. According to Wilhelm, “the amount that the donor gives to the charity is what gives them some kind of benefit.”

These private motives are equally powerful drivers of donations.

Charities would be wise to consider both sets of motives in their fundraising appeals and stewardship. For example, a message evoking empathy for those suffering may also induce feelings of distress and sadness in the donor. If not balanced properly, this could discourage the donor from building a long-term connection with the organization.

Charities must evaluate how their appeals generate emotion and determine the right level of tension that spurs action without discomfort. Focus groups, surveys and staff input can help assess emotional responses to messages. Matching gifts, a popular fundraising tactic, often work by tapping into private motives like social pressure, not just a desire to double impact. Charities should understand which motives their match program activates to ensure it fosters sustainable giving.

While collective benefits motivate some portion of all gifts, private motives also shape donor behavior. Savvy charities will nurture relationships that satisfy both sets of motives. They will communicate collective impact while also recognizing donors for their generosity. They will provide meaningful opportunities for donors to become personally involved in the cause. By speaking to both the heart and the ego, charities stand the best chance of gaining loyal supporters for life.

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Consultants can be invaluable partners for nonprofits, providing expertise and recommendations to help your organization achieve key goals. However, consultant relationships can also go off the rails if you’re not careful. Here are three common cases of consultant relationships gone wrong and tips to prevent them.

Case 1: The information isn’t supporting your argument. You hired a consultant to analyze your fundraising data and they found that your metrics aren’t as strong as you had reported to leadership. Now what? To prevent this, set clear expectations upfront about what constitutes “final” data and analytics. Don’t report anything to leadership until you have reviewed the final report with your consultant. Work with your consultant on crafting the message and data presentation. Have them co-present the findings with you to leadership to ensure the information is conveyed accurately.

Case 2: Deadlines have been missed. Now what? Whether due to issues on your end or the consultant’s end, missed deadlines put the project timeline in jeopardy. To avoid this, build in buffer time for unforeseen issues. Have a backup contact on your team in case your primary contact is out. Communicate openly with your consultant at the first sign of problems to come up with a solution to get the project back on track. Renegotiate deadlines or the scope of work if needed. Focus on flexibility and finding a mutually agreeable solution.

Case 3: The dashboards look great but the data is a mess. You hired a consultant to build data visualizations but they can’t get the data they need from your systems. To prevent bad data from undermining an otherwise successful project, bring your IT and data experts into the process early on. Make sure the consultant understands your data architecture and systems before promising certain deliverables. Be transparent about any data issues to set the right expectations. If data problems become insurmountable, don’t be afraid to press pause on the project until data issues have been resolved.

By openly communicating with your consultant, setting clear expectations, bringing the right experts to the table, and building in flexibility, you can forge a trusting partnership and avoid relationships gone awry. With the right safeguards in place, consultants can be incredibly valuable partners in helping your nonprofit achieve its most important goals.

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For nonprofits with small teams and budgets, building a community may seem like an impossible task. However, according to expert Mark Schaefer, community can be built with limited resources if you focus on organic growth.

Schaefer recommends starting small by identifying your “five people”— devoted supporters who attend every event and are always first to volunteer.

Invite them to join an informal community, whether meeting for coffee or connecting online. Provide value by discussing issues that matter to them and your mission. These conversations can spark ideas for collaborating or cocreating resources that benefit your community.

As your community forms, look for leaders to emerge.

When someone proposes an idea, hand over responsibility by saying, “That’s a great idea. Why don’t you do it?” Schaefer found community members eagerly took on leadership roles, creating podcasts, events, and more. By elevating and rewarding these leaders, you gain “firepower” to scale your community.

Rather than controlling the message, allow open discussions and feedback.

Schaefer says this helps nonprofits stay relevant and spreads authentic stories of impact. While engagement metrics have value, focus first on listening and providing value. Leaders and advocates will organically promote your community, fueling growth through word-of-mouth marketing.

Start with a humble goal of 10-20 percent of your budget and time over two years. Choose a platform, set a purpose to unite members, and work to build emotional connections between people. Monitor culture to ensure values of respect and support. With time and consistency, organic growth through member leadership and advocacy can transform a small startup community into a powerful movement.

Nonprofits no longer have the luxury of relying solely on email or social media. By investing in community, you gain loyal members and new opportunities to spread your mission. While building any community requires work, organic growth through member leadership is a sustainable model for nonprofits to cultivate long-term success and impact.

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Engagement matters. While this may seem obvious, many nonprofits struggle to make the case for investing in engagement and relationship-building with donors. However, data shows a clear link between donor engagement and increased giving. By focusing on engagement, organizations can strengthen relationships, build trust, and see bigger gifts.

A recent study of nearly 10,000 donors found that those who frequently discussed the organization with others and felt valued in those conversations were up to five times more likely to make a major gift.

For example, while 0.5% of all donors made a $100,000+ gift, 2.5% of highly engaged donors contributed at this level. The highly engaged segment was also twice as likely to donate $2,500-$10,000.

How can organizations achieve this level of engagement?

It starts by communicating openly and consistently. Share the impact of donations and report back on how funds were used. Ask for input and feedback to strengthen connections. Host events to bring people together around your mission.

Reliability and credibility are also key. Do what you say you will do. Be transparent and accountable. Follow through on promises and commitments to build trust in your organization and mission.

Finally, show donors you care about them. Customize outreach and make genuine personal connections. Understand their passions and interests. Do small things to make them feel valued, like sending handwritten thank you notes or sharing stories of the lives they’ve impacted.

While the initial investment in engagement may seem difficult to justify, the long-term payoff can be significant. Donors who feel an emotional connection and trusting relationship with an organization become loyal partners, and often lifetime givers. By focusing on engagement at all levels of the donor pyramid, nonprofits can develop dedicated supporters and see sustainable increases in giving. The key is understanding that engagement matters—because it leads to dollars.

Fundraisers need to make the strategic case for engagement within their organizations. While the link between engagement and giving may be hard to quantify precisely, the data clearly shows a positive correlation. By communicating well, strengthening credibility, and valuing donors, organizations can build trust—and transform even small gifts into major opportunities. Focusing on engagement at every level leads to greater giving and financial stability. It is an investment that pays off.

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