This Social Innovation Game Plan was produced by Dave Neuman as part of the 4-hour World Vision Case Study completed by the 12 World Finalists of LoyaltyGames 2014, the Loyalty and Gamification World Championships (http://www.theloyaltygames.com). All rights reserved.

1. 2014 WORLD FINALS
Note: All copyright and intellectual property rights remain with the Finalist who authored this submission.
Published by Professional Services Champions League (LoyaltyGames) with the author’s permission.
Finalist: DAVE NEUMAN
Country: USA
This Game Plan was created in 4 hours as part
of the LoyaltyGames 2014 World Finals

2. WORLD VISION
GAME PLAN
​Every year, 6.6 million
unseen, uncounted
and invisible children
under age five lose
their lives to
preventable causes
such as pneumonia,
diarrhoea and
undernutrition.They
are hidden from the
health services that
can save their lives.
​August 2, 2014
​Prepared by:
Dave Neuman

3. 2|
Table of Contents
3
​According to World Vision, we need to refocus our efforts on the groups that
are being left behind in order to dramatically reduce the number of mothers,
babies and children we lose every year to preventable deaths. We must
accelerate action to improve newborn health and nutrition in particular, and
we need better data to be able to identify and reach currently uncounted
children with improved nutrition, health care, education and other critical
services they need to survive and thrive. Better data is also essential to more
effectively monitor progress made and for accountability purposes.
​This game plan provides strategies, approaches, and recommendations that
leverage Loyalty, Rewards, and Gamification methods so World Vision can
raise awareness of the cause, deepen engagement with existing supporters,
and create a fun, multi-channel game for the 2015 Global Week of Action.
page
Section#1
VisualAwareness-
CreateaMemorable2015Event
7
page
Section#2
GivingBacktoExisting
SupportersofWorldVision
12
page
Section#3
GamificationDesign–
AMulti-ChannelGame

4. 3|
Section #1
VisualAwareness –
Creating a
Memorable 2015
Event
​In order to draw attention to World Vision’s causes including the
Child Health Now campaign, I am recommending a new symbol
for the 2015 campaign called “Beacon of Hope”.This symbol,
which is a pulse of light, would pulse every 5 seconds
representing the preventable death of a child.The symbol aligns
with current branding using the number 5 and was born from
seeing 6.6 million deaths annually as equating to one every 5
seconds.
​The symbol can be made tangible with a wrist band, a mobile
app, website, and be the basis for a world-wide event during the
Global Week of Action.
​Symbol would leverage the color green as it represents healthy
and safety and be incorporated into website and mobile app as
a pulsing image.
​A green silicone wristband with an embedded LED that pulses
with a white light every 5 seconds could be sold. While there
are many different wristbands today for every cause, the
pulsing LED will draw attention more than just color and label.
​
New Creative Symbol
“Beacon of Hope”

5. 4|
Section #1
VisualAwareness –
Creating a
Memorable 2015
Event
​During the Global Week of Action, a unique event that would
draw attention from large populations in major cities around
the world could be a spotlight display each night of the Global
Week of Action.
​Working with partners and communities in major cities or
national centers, we would establish central locations in key
cities in as many countries as possible to setup a pulsing
spotlight that pulses every 5 seconds from dusk to dawn for 5
days.
​We’d use this event to drive media exposure, attract people to
see the display up close to learn more along with opportunity to
purchase LED pulsing wristbands, and create photo moments
that can be shared through social media. GoPro cameras could
be setup to broadcast the beacon from various locations around
the world and make them viewable on the web or through a
mobile application.
“Beacon of Hope”
World-Wide Event

6. 5|
Section #1
VisualAwareness –
Creating a
Memorable 2015
Event
​The symbol and world-wide event would require sponsors and
partners to effectively execute the campaign.
​Corporate partners would be needed for the following:
- Production of the LED pulsing wrist bands
- Leasing / rental, distribution, and securing spotlights for the
global light event
Partner options could include international companies such as
General Electric or Samsung. Both of these companies support
campaigns for organizations like this and have the technical
resources to support the execution of a program like this.
These partners would gain market exposure and brand
recognition with their partnership.
“Beacon of Hope”
Partnerships Needed

7. 6|
Section #1
VisualAwareness –
Creating a
Memorable 2015
Event
​With any campaign, there are challenges and risks.
- Ability to Execute – time is of the essence in terms of
manufacturing any product like the LED wrist band and
beginning the process to plan out the light show event.
Detailed project planning, partner identification, and
execution management will mitigate some risks.
- Support from local governments – with any action that will
take place in a physical location, local laws, governments,
and resources can constrain the campaign. We’d work
through the relief organizations along with the government
groups that made global commitments to help drive
support.
“Beacon of Hope”
Challenges

8. 7|
Section #2 – Giving
Back to Existing
Supporters of World
Vision
​Strategy
​In targeting existing supporters in developed “rich countries”,
WorldVision could leverage both instant rewards and a loyalty
program to deepen and lengthen engagement extending the
LTV of the supporter.
​To reward specific behaviors like making a donation or sharing a
photo, WorldVision can work with a set of consumer product
companies to offer instant rewards, discounts, merchandise,
etc. when they complete an activity.The type of reward can be
a surprise to the supporter which may drive additional
exploration of actions they can take on the site.This reward can
be delivered via e-mail or mobile to then tie in further marketing
automation.
​A longer-tail loyalty rewards program would allow a supporter
to gain points for activities completed over time and rise to
various levels of designation as a supporter. As the levels
increase, the reputation of the supporter increases and they
receive notoriety, visibility, and potentially awards for their
support.

9. 8|
Section #2 – Giving
Back to Existing
Supporters of World
Vision
​Resources Needed
​In order to implement a Loyalty rewards and instant rewards
program, WorldVision would need to leverage resources to
develop a loyalty tracking system along with an offer engine
that ties marketing promotions and reward options to activities
and levels of supporter.
​Marketing Automation
​Marketing automation can be used to drive the number of
participants in the loyalty program, influence the number of
times a supporter engages withWorldVision, and ensuring a
heartbeat of consistent touch points with the supporter as a
reminder to continue to support the cause.
​Metrics
​To measure success, we need measure the number of touch
points a supporter has with the site or a mobile app, the number
& type of actions they’ve taken, and the length of involvement
then track trends over time.

10. 9|
Section #2 – Giving
Back to Existing
Supporters of World
Vision
​The use of an instant rewards or loyalty rewards program would
not differ much based on the profit or non-profit status.The
biggest difference would be the level of sponsorship or type of
marketing rewards that could be offered to supports.

11. 10|
Section #3 –
Gamification Design -
AMulti-Channel
Game
​Mission
​The mission of this game would be to fund or complete projects
as a group. A project is defined as a specific goal to be
accomplished in a particular location that supports programs
proposed by health organizations. It could require the collection
of funds or collection of materials. For example, one project may
want to provide free pre-natal check-ups for all pregnant
women in a city which requires $x funding to be collected. In
this manner, donors socialize and/or work together to meet the
objectives need to fund a project.This game is like WeSpire
meets CharityWater.
​Game Components
​This game would include discovery, competition, social sharing
and networking, group identity, leaderboards, reputation and
challenges.
For Millenials with a passion
for supporting social
programs but have an
interest in directing where
their donation would go.
Also target employees of
organizations with employee
engagement programs
supporting community or
giving campaigns.

12. 11|
Section #3 –
Gamification Design
-AMulti-Channel
Game
Browse
Specific
Health
Program
Projects
Fund / Take
Action
Earn
Points
Invite
Others
Social
Sharing
Monitor
Progress
Complete
Funding
View other
contributors
​High-Level Game Design
​The game is based around a proposed project with a cost.
Players sign-up or join a cause to fund, donate or take action,
and then solicit help from teammates to complete the
funding goal.
Achieve
Goal

13. 12|
Section #3 –
Gamification Design
-AMulti-Channel
Game
​Knowledge and Skills
​Players will learn more about the campaign, the type of work
being done, and can direct where their money gets used based
on personal interest. Additionally, players will need to join
forces with others in order to completely fund projects and
those people could be next door, at work, or around the world.
​Mobile marketing
​The game would include email marketing, invitiation, and other
mechanisms to share and engage with warm introductions.The
game can also be taken to a mobile app where players can stay
on top of the progress toward their goal and the other goals
that are being funded.
​InnovativeThinking
​This game takes the concept of donations to a team against
team and team against goal level of challenge. By doing this
more donations should be generated with more social
engagement, and hopefully more specific programs get funded
completely.

14. Winners announced during Finals Live Stream
9am (PDT) Saturday August 9, 2014
www.theloyaltygames.com