NSPCC embraces gamification to boost supporter base

The NSPCC is turning to gamified experiences as part of integrated campaigns aimed at acquiring new and retaining current charitable supporters.

The charity has appointed 3radical on a permanent basis following an initial campaign aimed at helping NSPCC supporters determine if they would be open to legacy giving as part of a gift in their will.

It is claimed that the 3radical platform gives the NSPCC the ability to use different types of experience mechanics to engage existing and new supporters and then learn more about what motivates their audience to donate and support the organisation as part of their initiative to acquire, retain, educate, and transform supporter behaviour.

The most recent digital engagement is part of NSPCC’s “Letter from Santa” campaign (pictured). To get new audiences in the holiday spirit, they were encouraged to help Santa collect pineapples while he lay on a beach resting before Christmas, and, in doing so, be entered into a prize draw to win a family theatre voucher.

As part of the ongoing campaign, the 74% that opted-in, were notified when “Santa” opened the Letters from Santa experience. This interactive solution of creating a letter enables adults to arrange for Santa to send a highly personalised letter to a child in their life.

NSPCC associate head of acquisition and products Sam Thompson said: “3radical has supported us significantly in introducing gamification, across a number of our key fundraising activities which attract and lead people to support our organisation.

“Future experiences will help us emphasise our desire to become supporter centric, discovering their interests, needs, and motivations towards both donation and participation in joining our fight for every childhood.”

3radical commercial director Rebecca Trivella added: “The collaborative environment presented by the NSPCC shows a willingness to test and learn new ways to improve outcomes for the charity, which, ultimately, enables them to better support the children they represent.”