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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