Gamification of Social Good

Contents

Introduction

Millennials entrepreneurs are often more motivated by the desire to do social good than wealth.[1] Of the 250 Kairos members surveyed recently by Humantelligence, only 5% specified wealth as one of their top five motivators as entrepreneurs. Ten percent of the respondents identified the desire to help others as their single-most important motivators.[2]  Nearly 9 in 10 millennials in the U.S. gave to a charity at least once from 2002 to 2007. Gamification can help drive and influence behavior for social good and philanthrophy.

Philanthropy:

With gamification rapidly growing in business, it's no surprise that many have applied it to philanthropy as well. Companies and governments have utilized gamification to engage and reach the next generation of donors. Gamifying philanthropy can increase awareness and engage more people to donate on a continual basis.

Crowdrise

Crowdrise is a platform that gamifys charity. Users create their pages and profiles and can accumulate points and badges based on how much they can fundraise. With real-time feedback, points, badges, and leadership boards, users are encouraged to give personally as well as tap into their peer networks to raise funds for organizations. The reward is in both the knowledge that you’ve done good and the social recognition that comes with being a top fundraiser.[3] Crowdrise managed to attract over 33 million users and have raised hundreds of millions of dollars for non-profits worldwide.

Social Good:

Gamedesk

GameDesk is a non-profit that has worked with AT&T to revolutionize education nationwide. They focused on gamifying education by conceiving of, designing, and producing video games that incorporate academics. The project was aimed mostly toward at-risk high school students, who showed great advances in their educational skills by using their games. According to a recent evaluation, 80% of students using MathMaker showed increases in math scores, and the scores increased an average of 22% from the start to the end of the program--this at a school where less than two-thirds of students overall were graduating.[4]

Speed Camera Lottery

The Speed Camera Lottery was implemented by the Swedish National Society for Road Safety in November 2010. The idea behind it was to encourage drivers to obey the posted speed limits by making it fun to do.Each vehicle’s speed was displayed to the drivers passing by and recorded by the system. Speeders would be photographed and issued a citation, with the proceeds going into a cash fund. Drivers who obeyed the speed law would also be recorded and entered into the lottery, where they would be eligible to win some of the money from the speeders.

Prior to the SpeedCam Lottery, Stockholm drivers were motivated to drive safely for the general public good (Epic Meaning & Calling), to avoid citations (Loss & Avoidance), or through encouragement from immediate visual feedback (Creativity & Feedback). With the introduction of the SpeedCam Lottery, drivers were receiving new motivations from potential cash incentives (Ownership & Possession), lottery anticipation (Unpredictability & Curiosity), encouraging reinforcement (Development & Accomplishment), and public pressure (Social Pressure & Envy).[5]

Recyclebank

Recyclebank is a gamified mobile application that rewards users who make environmentally friendly choices. Users views and reads different interactive features, which encourage taking steps to reduce waste and conserve energy. [6] Recyclebank educates the user and provides suggestions for day-to-day activities. Users can earn points via Recyclebank's apps and redeem those points for prizes ranging from gift cards to home beauty products.  

References

  1. http://www.npr.org/blogs/health/2013/09/12/221722265/majority-of-millenn...
  2. http://www.huffingtonpost.com/2012/02/13/young-entrepreneurs_n_1272488.h...
  3. http://www.asianphilanthropyforum.org/is-gamification-the-future-of-phil...
  4. http://www.yukaichou.com/gamification-examples/top-10-gamification-examp...
  5. http://www.gamification.co/2013/04/25/gamification-breakdown-of-the-spee...
  6. https://www.recyclebank.com/about-us
  1. Gaming For Good: The Gamification of Social Change - http://www.greenmarketing.tv/2010/12/31/gaming-for-good-the-gamefication-of-social-change/
  2. Gamify This: Using Game Mechanics for Good and Evil -http://www.xconomy.com/seattle/2010/07/14/gamify-this-seattle-web-experts-give-pointers-on-using-game-mechanics-for-good-and-evil
  3. Motivate. Play. On the Power of Gamification - http://www.motivateplay.com/2010/12/on-the-power-of-gamification/
  4. Kyrgyz farmers use gamification to raise money, awareness - http://www.caravanistan.com/society/kyrgyz-farmers-farmville-gamification-raise-money/
  5. Raise The Village - http://www.raisethevillage.com/
  6. Fun for A Change: A Social Innovation Competition - http://funforachange.org
  7. Disaster Preparedness iPhone App for the San Francisco Area - http://lexical-disambiguation.com/2011/07/disaster-preparedness-iphone-app-for-the-san-francisco-area/