Gamification and virtual reality use among fundraisers revealed

Almost three in five charities are turning to virtual reality and gamification to boost their fundraising, a survey has found.

Results from the survey have revealed that 58% of charities said they had used the metaverse, augmented or virtual reality as well as partnerships with online game developers and other gamification initiatives in their fundraising over the last year.

Gamification methods used by charities include live streaming events, quizzes and interactive online games.

The results have emerged in a survey of charities carried out by insurer Endsleigh.

This also found that around a third of charities have increased their use of social media channels, such as TikTok and Instagram, to extend their marketing activities.

“Alongside this, the same amount said they were now partnering with influencers to raise awareness and help increase donations online,” said Endsleigh.

Elsewhere, the survey found that three in ten (29%) of charities are using AI in their recruitment.

However, it also emerged that around a quarter (25%) had fallen victim to cyber fraud over the last year.

Endsleigh also surveyed charities about their financial situation. Almost half (45%) said their finances are worse than during the Covid pandemic, due to the cost-of-living crisis. Two fifths (43%) fear their charity is at risk of closure due to financial challenges.

The cost-of-living crisis has put even more pressure on charities, social enterprises, and not-for-profit organisations,” said Endsleigh Insurance chief executive Alison Meckiffe.

“While the report highlights the financial threat many organisations face, it also highlights the resilience of the industry, with many identifying ways to evolve their ‘business’ model to continue to support those most in need.”

Recent gamification initiatives include a fortnight of gaming for good activity to raise money for homelessness charities. Taking place in February this year, the event was organised by End Youth Homelessness, a group of 11 charities in this sector. It involved gaming content creators on social media, including Two Angry Gamers, Pyrion Flax and Elz the Witch.