For gamification class

1. Using gaming principles for Community Engagement
September 2013
QED Strategies
Gaming for Good Works

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HOW MANY CLIENTS RECEIVE EMERGENCY FOOD FROM FOOD BANK
OF CENTRAL & EASTERN NC?
• The FA system served by Food Bank of Central & Eastern NC provides
emergency food for an estimated 545,200 different people annually.
• About 73,000 different people receive emergency food assistance in any given
week.
Hunger is a big problem and
growing…

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MANY CLIENTS REPORT HAVING TO CHOOSE BETWEEN FOOD AND
OTHER NECESSITIES
• 40% of clients served by Food Bank of Central & Eastern NC report having to
choose between paying for food and paying for utilities or heating fuel
• 33% had to choose between paying for food and paying their rent or
mortgage
• 37% had to choose between paying for food and paying for medicine or
medical care
• 38% had to choose between paying for food and paying for transportation
• 37% had to choose between paying for food and paying for gas for a car
Hunger is a big problem and
growing…

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While the current strategies are meeting or exceeding goals under normal
circumstances, there is potential for substantial growth through a more
comprehensive online strategy.
The Food Bank of Eastern North Carolina :
• Is currently increasing social media presence;
• Has recently invested in the redesigned of their website;
• Is exploring the potential for app development;
• Is actively looking for ways to develop strategy and increase online growth;
• Is currently experiencing an unprecedented need.
One way to do accelerate their online presence is by increasing engagement of
current and potential donors, donor organizations and volunteers through interactive
media. A positive and fun way to create engagement is through Gamification.
Meeting the need requires more
donations and new channels

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Gamification, which is a relatively new technique in marketing, is a very
effective way to increase engagement and loyalty with current efforts. It
employs game theory with behavioral economics to create engagement.
Gamification provides:
• Site visitors with a method of understanding the value of your
services through a hands on, social approach to fundraising
• Visitors can engage socially, compete, explore new ideas and
achieve status in their organization through various activities that
provide intrinsic achievement that directly benefits your organizational goals.
• Gamification makes the process of donation and/ or fundraising more
interesting and fun through a structured goal oriented process that
leverages personal investment to create real world economic benefits.
Increasing online and social media
engagement is critical

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Examples of Gamification for
Good Causes

7. Thevalueof Gamification
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Pew Research Center’s Internet & American Life Project and Elon
University recently released the results of a survey of more than
1,000 Internet experts, researchers and observers. About half of
those who responded to the survey said the use of gaming
mechanics, feedback loops and rewards to spur interaction and
boost loyalty will gain ground between now and 2020.
"In addition to their uses for crowd-sourcing solutions, game-
style approaches are expected to continue to make inroads in
training, personal health, business and education," said Lee
Rainie, director of the Pew Research Center’s Internet &
American Life Project, in a press release. "The experts point out
that game mechanics offer advantages in encouraging specific
behavior and generating measureable feedback."

8. WhyGamificationworks
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Gamification principles are largely based on Maslow’s hierarchy of needs. When
the opportunity exists for mastery of a task, individuals look for an intrinsic reward
associated with the task, their version of “fun”. Typically, their player type falls into
one of four categories.

9. Typesof players
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About 80% of individuals are socializers. Killers, as you might expect want to
win at all cost while achievers want the recognition of winning and explorers
want to understand how the game works. If you are interested in your type
click on this link for a free evaluation:
http://www.gamerdna.com/quizzes/bartle-test-of-gamer-psychology
80%
8% 8%
4%

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How can charity be a game?
Gamification uses elements of socialization , good will , curiosity and
competitiveness to make activities more intrinsically appealing to a wide
spectrum of people.

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How does it relate to your
business model?
For a charity, Gamification creates a heightened awareness of your work and
the opportunity for a larger donation network. It also lessens the “peak and
valley” aspect of donations and increases the rate of donation.
Corporate
Reputation
Charitable
Donations
Increase
Promotion
and
Support for
the Cause
Heightened
Awareness
and New
Volunteers

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How does it relate to a corporate
charitable model?
For businesses, Gamification creates engagement and investment in activities
that are important to your organization and its reputation. It provides a unique
benefit to each participant as well as strengthening relationships within the
organization.
Corporate
Reputation
Charitable
Donations
Loyal
Employees
Leadership
and Team
Building

13. Expectreal worldissues
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Some organizations will believe that gamification is solely the realm of
gamers: It’s a way to connect with 80% of the population and elicit feedback,
create challenges and drive experiences that increase engagement, confidence
and understanding of charitable practices. Be prepared to sell the value of team
work and recognition to the organization.
Extrinsic rewards vs. intrinsic rewards: Always keep in mind that the best
games provide laddered systems of challenges and rewards that are meaningful
to participants and allow them the freedom to experience action and
consequence. Extrinsic rewards are non-sustaining and if they are large,
attrition will occur once rewards have been distributed. Don’t focus on extrinsic
rewards (prizes) and use them sparingly.
Cheating: Games require rules and processes should account for the fact that
some players will do anything to win. Be aware that some organizations will be
highly competitive in the process.
Bargaining: Players will barter with one another in any game.

14. DesignElements
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Immediate feedback and
rewards that mirror the success
of the players strategy
Structure that
progresses with
challenges that
change according
to the user’s skill
Support and competition
that creates reward for
successful completion of
tasks Platform and tools that
are easy to learn, fun and encourage
engagement

15. Make it interesting
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Game Mechanics: Should support the parameters of the actual activities. If
they are weak the virtual game will identify the weaknesses as well and the
game may be exploited.
Sustainability: Requires that the game has dynamics with unexpected
outcomes. Systems of reward and support should be in place to alleviate
boredom or a feeling of defeat.

16. Make it interesting
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Successful gaming must have a laddering of accomplishments and must provoke
real life emotions with pauses for thresholds and triggers that relieve boredom.

17. Intrinsic experiences with extrinsic
reward create engagement
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Common techniques applied to gamification projects:
•achievements/badges
•levels
•leaderboards
•progress bars
•activity feeds
•avatars able to learn and achieve status
•real-time feedback
•virtual currency
•gifting
•trophy case
•challenges and quests
(research, helping others may earn virtual dollars)
•embedding small mini games within other activities.
Leaderboard
RK PLAYER EVENTS EARNINGS
1 RMcIlroy 16 $8,047,952.00
2 TWoods 19 $6,133,158.50
3 BSnedeker 22 $4,989,739.00
4 JDufner 22 $4,869,303.50
5 BWatson 19 $4,644,996.50
6 ZJohnson 25 $4,504,244.00
7 JRose 19 $4,290,929.50
8 PMickelson 22 $4,203,821.50
9 HMahan 23 $4,019,193.00

18. Creatingflowin thegamification
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[13]The actions of the game must create investment. The triggers must have a degree
of surprise with unpredictable consequences calibrated to the experience. That might
include extrinsic rewards or barriers that must be conquered. The motivation, ability
and triggers(M.A. T.) must match the level of engagement attached to the player.
M.A.T.

19. Creatingflowin thegamification
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[13]
A flow state can be entered while performing any activity, although it is most likely to occur when one
is wholeheartedly performing a task or activity for intrinsic purposes. Flow theory postulates three
conditions that have to be met to achieve a flow state:
• The task must exhibit a clear set of goals and progress. This adds direction and structure to the
task.
• The task at hand must have clear and immediate feedback. This helps the person negotiate any
changing demands and allows him or her to adjust his or her performance to maintain the flow
state.
• One must have a good balance between the perceived challenges of the task at hand and his or her
own perceived skills. One must have confidence that he or she is capable to do the task at hand.

20. Creatingflowin thegamification
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[13]
Pervasive Computing and Gamescaption
Aspect Support through Pervasive Computing
Concentration
Pervasive games should support the players in the process of switching between in-game tasks and
surrounding factors of importance.
Challenge
Pervasive games should stimulate and support the players in their own creation of game scenarios
and pacing. Pervasive games should help the players in keeping a balance in the creation of paths
and developments in the game world, but not put too much control or constraints on the pacing
and challenge evolving.
Player
Skills Pervasive games should be very flexible and enable the players' skills to be developed in a
pace set by the players.
Control
Pervasive games should enable the players to easily pick up game play in a constantly ongoing game
and quickly get a picture of the current stat using the game world (in order to assess how the state
of the game has evolved since the player last visited the game world).
Clear
Goals Pervasive games should support the players in forming and communicating their own
intermediate goals.
Immersion
Pervasive games should support a seamless transition between different everyday contexts, and not
only imply or require player actions that might result in a violation of normal social norms in
everyday contexts. Pervasive games should enable the player to shift focus between the virtual and
physical parts of the game without losing too much of the feeling of immersion.
Social
Interaction Pervasive games should support and enable possibilities for game oriented, meaningful
and purposeful social interaction within the gaming system. Pervasive games should incorporate
triggers and structures (e.g., quests and events, factions, guilds, or gangs) that motivate the players
to communicate and interact socially

21. DesigningtheGame
Site Entry/Log-in Registration
Choose Avatar See Team and Corporate RankSee Rank to Peers
Start Mountain Climb
Level 1
(Choose 1 or More)
Donate $
$1 = 1pt
Yearly
$60 = 90pts.
Donate
Special Needs
1 item = 3pts
Support
a Family- $40
1 week = 50pts
Donate
Food
I item = 2pts
Volunteer
1 Hr. = 10 pts.
Recruit Friends
and Family
25 pts. per
contribution
Level 2
(Choose at least 2)
Become a
Group Leader
10 pts. PP
Watch
Video On Hunger
Forward the video
to 5 Friends – 15 pts.
Add choice from
Level 1 pts. + 25
Sign up at grocery
website to donate$1
at each purchase for
2 added pts. per visit.
Level 3
Take your team to the top of the mountain
Sponsor School Food Drive
200 pts. per/50 items
Super Volunteer
25 hrs. = 100 pts.
Must begin at Level 1 – Bonus: Write a recommendation for a co-worker to HR and get 5 pts.
See Rank to Peers
See Team and Corporate Rank
See Team and Corporate Rank
See Rank to Peers
Create a Community Initiative
150 pts.
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[13]
Become a
Spokesperson
40 pts. per
Presentation
Manage a
Charity Auction
TBD

22. Structureof theGame
Site Entry/Log-in Registration (Landing Page)
[Streamline page requiring only a sign-in with visuals of hungry people and people receiving food]
Page 2
The Challenge
See Team and Corporate Rank
Mountain with teams and corporate ranks
Showing competitive position
See Rank to Peers
Mountain with peer
icons for competitive rank
Start Mountain Climb
Level 1
(Choose 1 or More)
Donate $
$1 = 1pt
Yearly
$60 = 90pts.
Achievers
Donate
Special Needs
1 item = 3pts
Explorers/Social
Support
a Family- $40
1 week = 50pts
Killers/Achievers
Donate
Food
I item = 2pts
Social/Explorer
Volunteer
1 Hr. = 10 pts.
Social/Explorer
Recruit Friends
and Family
25 pts. per recruit
Social
Level 2
(Choose at least 2)
Become a
Group Leader
10 pts. PP
[Achievers]
Watch
Videos On Hunger
Forward the video(s)
to 5 Friends – 15 pts.
[Explorers]
Add choice from
Level 1 pts. + 25
[Killers/Achievers]
Sign up at grocery
website to donate$1
at each purchase for
2 added pts. per visit.
[All]Level 3
Take your team to the top of the mountain
Sponsor School Food Drive
200 pts. per/50 items
Killers/Achievers/Socializers
Super Volunteer
25 hrs. = 100 pts.
Socializers
Must begin at Level 1 – Bonus: Write a recommendation for a co-worker to HR and get 5 pts.
See Rank to Peers
See Team and Corporate Rank
[Socializers/Explorers/Killers]
See Team and Corporate Rank
See Rank to Peers
[Achievers/Killers]
Create a Community Initiative
150 pts.
Achievers/Explorers
QEDStrategies2012
[13]
Become a
Spokesperson
40 pts. per
Presentation
[Socializers]
Manage a
Charity Auction
TBD

23. FeedbackLoops
Site Entry/Log-in Registration (Landing Page)
[Streamline page requiring only a sign-in with visuals of hungry people and people receiving food]
Page 2
The Challenge
See Team and Corporate Rank
Mountain with teams and corporate ranks
Showing competitive position
See Rank to Peers
Mountain with peer
icons for competitive rank
Start Mountain Climb
Level 1
(Choose 1 or More – Badges Awarded for Completion, Top Performers, Plus prizes
Donate $
$1 = 1pt
Yearly
$60 = 90pts.
Achievers
Donate
Special Needs
1 item = 3pts
Explorers/Social
Support
a Family- $40
1 week = 50pts
Killers/Achievers
Donate
Food
I item = 2pts
Social/Explorer
Volunteer
1 Hr. = 10 pts.
Social/Explorer
Recruit Friends
and Family
25 pts. per recruit
Social
Level 2 – Progress of Mastery
Progress Bars on Rank Table, Badges, Plaque, Vacation Hours Bonus, Team Badges
Become a
Group Leader
10 pts. PP
[Achievers]
Watch
Videos On Hunger
Forward the video(s)
to 5 Friends – 15 pts.
[Explorers]
Add choice from
Level 1 pts. + 25
[Killers/Achievers]
Sign up at grocery
website to donate$1
at each purchase for
2 added pts. per visit.
[All]Level 3
Corp Recognition, Rank Feature, Vacation Days(2), Plaque, CEO Presentation, Private Chef In-Home Meal
Sponsor School Food Drive
200 pts. per/50 items
Killers/Achievers/Socializers
Super Volunteer
25 hrs. = 100 pts.
Socializers
Create a Community Initiative
150 pts.
Achievers/Explorers
QEDStrategies2012
[13]
Become a
Spokesperson
40 pts. per
Presentation
[Socializers]
Manage a Charity
Auction TBD
Achiever/Explorers/

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Dashboarding
32 members
of your
team have
contributed
92
Volunteer
hours
4
$ 725

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Dashboarding
You are 25 points from the top ranking. Did you
know referring friends will earn you points?
Video
Review
Special Needs
Donor
Grocery Visits
Players
Tampa
Review our volunteer
programs today and earn 5
points just for looking
2 points
Watch: The Need ( 5 Minutes)
24
4
40
6
Food
Donor

26. Example of game mechanics
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The employee choses one or more options (as previously described )and receives points
that lead to badges and rewards. There are multiple ways to earn points that can be
combined to suite the individuals time and resource availability.
Participants can monitor their ranking, team ranking and corporate ranking. They
can combine activities to maximize points or work individually. They receive badges
for certain activities or combinations of activities that lead to team influence or
donation thresholds. Ultimately, the mechanics lead to intrinsic value of accomplishment.

27. Rewards
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Rewards for:
 Organizational participation of 95% – Plaque/Team/Badges
 Winning team within a region: $50 gift certificate per participant/Badge/Plaque
 Winning team within an organization: Organizational award/Trophy
 Winning Organization by region: Trophy/Press/Free Lunch/Badges/T-Shirts
 Individual – Level 3: Award Presentation/Plaque/Durham Bulls Reserved Party or
2 tickets to Panthers game and announcement at game/Badge
 Individual - Level 2: Pizza and Movie Night Gift Certificate /Badge (2)
 Individual – Level 1: Badge
 Individual Leaderboards are geared to performance by start date not grand totals
All Organizations and Participating Individuals Receive a Badge that can be used for LinkedIn or

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Charitymetrics
 The charity has a dashboard on which they upload checklists of needed items
and quantities of those items. It updates in real time as donations are made.
 The charity has each a screen for each business and aggregate data screens
that track contributions by quantity, cash contributions, and orders processed
 The charity can add or remove items as their quotas are filled and they can
create wish lists for additional items
 Charities can respond to individuals or corporate representatives to answer
questions.
 Charities can track volunteer sign-ups, post schedules and confirm participation.
 Dashboards track weekly quantities so that charities can prepare for delivery*
* Additional information of food delivery later in this document

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Corporatemetrics
 The corporation dashboard shows their up to date contributions and how they
rank compared to their peer group of similarly sized organizations in their region.
 The corporation can access the charity leaderboards to see how they track
among all participating organizations in their region
 The corporation can track internal leaderboards and teams for product, cash
and volunteer hours contributions
 The corporation can award charity based badges or points to teams or
individuals who exceed goals. They may also choose to provide incentives to
top contributors.
 Corporations who reach their tier participation rate will be recognized with
all participants receiving recognition.

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Individualmetrics
 Participants can elect to use screen names or personal identifiers. Each
employee will be included in their departments roster unless they opt out.
 Participants will have access to leaderboards and will receive badges based on
the completion of certain tasks. They may be otherwise incented during the game.
 All activities related to the individual will be logged on the site with participants
receiving extra credit for volunteer hours worked, cash donations and recruitment
of other participants. Each department will have a team leader.
 All participants will begin at Level 1 and will earn their way to higher levels. Those
reaching the top two levels will receive special corporate recognition.
 Individuals with the highest donation totals will receive charity and corporate
recognition. Those individuals may also receive additional awards.

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Charting of contributions
An info share site is provided that shows the
percentage of participation by company and
to date contribution.
Because this is a game, the players who contribute the
most will be identified by screen name and company on
a leaderboard with their total to date contribution.
They may add points by volunteering as well.
Employees who contribute the most will receive badges that can be
added to their LinkedIn profiles or other areas of accomplishment.
Employees may become group leaders in their company and recruit donations. Those
employees will receive bonus credit for all donations that they sponsor.
Companies who reach their target goal of contributing employees will receive bonus
points and employee rewards.
The highest contributing companies will receive a plaque, press release and will be
listed on the charity’s website as a major donor.

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Delivery of products
The optimal way to handle the food pick-up is to partner with a local grocer. The
processed food orders can be routed directly to them where they can order the
food by the case and deliver it to your door.
By doing this you reduce:
 labor costs for the grocer,
 guarantee that the food will be available,
 will arrive when you expect it,
 labor and fuel costs.
By scheduling volunteers on the days the food truck arrives, you can match that labor
to your existing schedule and maintain your daily routine and activities.
If the program is staggered among businesses across a time period you can also
control storage and expiration date issues. This will make it more likely that you will
reduce shortages during peak periods of need.

33. Highlightyouruniqueactivities
tocreateengagement
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Highlighting activities that set you apart
from other charities is one way to attract
new organizations and retain existing ones
Example: Diabetics and Sodium Sensitive
Create a special menu for people who
have medical conditions that warrant
dietary restrictions.
Create meal blocks with special incentives
for donators to these plans
Create a “college cafeteria” meal plan that
sponsors meals for one person or family
for a specified time

34. Creatingan ROI forgamification
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Determine your core ROI metrics - These should be the same ones
you are using to measure your existing program, namely those
that most closely map to revenue. For example:
Can Collection – How much do you save in program management with
an online program? How much cost is there to maintaining the
program?
Determine your lift goals –Review your average campaign
performance and plan for your gamification strategy to drive a lift in
current donation metrics. What factors limit your employees
donations?

35. Formore information:
Ellen Woods
Principal Consultant
QED Strategies
(919).783.5194
ewoods@qedstrategies.com
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