Our brains are programmed to look for fluent options — messages or processes — that seem more natural, or easier and involve less effort mentally or physically.
We like it when game mechanics are added into non-game environments. These add an element of fun, allow us to adjust our actions, and improve our self-esteem if we succeed.
Adding gamification on websites increases engagement. It can help supporters understand a challenge or contribute to a goal. Cancer Research UK’s banner “O*es*ty is the biggest cause of cancer in the UK” was an easy-to-solve puzzle and people clicked to find out more.
The Norwegian Red Cross have partnered with local recycling authorities. People are encouraged to collect and deposit PET bottles. When they make a deposit they have a choice: to take a very small cash reward or donate it to a charity. Choose the latter and get a ticket for a national lottery with major prizes (up to £500K). See below for more.
Wales’s Rubicon Dance Company created a metaphoric online donation page. Each gift made took away a brick in a wall to reveal a section of an upgraded dance space you were helping pay for.
Every year the Royal Society For The Protection Of Birds (RSPB) runs Big Garden Watch. Individuals download a species guide and then go into their gardens for one hour to count the number and type of birds they see. They send the data to RSPB. Individuals signalling their interest in birds in this way makes them attractive prospects.
Many charities run raffles or lotteries to raise money for their cause. These include Amnesty, Red Cross and more. Essentially you buy a lottery ticket for the chance to win a cash or an in-kind prize. In-kind prizes are attractive. Often companies will donate them for free, and you can attribute a high value to them: ‘win the £20K car’ or ‘win the £5K 5-star luxury holiday.’
What if your empty soda bottle could help save lives and maybe even win you a prize? That’s exactly the idea behind a clever initiative from the Norwegian Red Cross, which teamed up with the country’s national recycling scheme to create a lottery with a social twist.
In Norway, recycling is serious business. Most plastic bottles and cans come with a small deposit, which you get back when returning them to reverse vending machines. But instead of claiming their refund, Norwegians now have the option to donate it to the Red Cross and be entered into a lottery to win up to 1 million kroner.
It’s a smart blend of behavioral science and altruism. People feel good about donating, they’re nudged by the ease of a simple button press, and the chance to win adds a little thrill. Meanwhile, the Red Cross gets steady support for its vital work, from emergency response to community outreach.
By linking recycling, giving and a game of chance, this initiative turns everyday habits into everyday heroism. Who knew doing good could be this easy and potentially lucky?
What do humanitarian aid and video games have in common? More than you might think, especially when gamers start turning their passion into real-world impact.
In recent years, Doctors Without Borders (Médecins Sans Frontières/MSF) has tapped into the massive global gaming community to raise millions for its life-saving work. Through creative fundraising streams like live-streamed charity events, gaming marathons and in-game donation mechanics, gamers have become unexpected (and powerful) allies for global health.
One standout example is Games Done Quick, a popular speed-running marathon where expert gamers complete games as fast as possible, often while doing wild challenges or commentary. Their events have raised over $40 million for charities including Doctors Without Borders. The summer and winter editions regularly pull in millions in just a week, thanks to real-time donations, leaderboards and quirky incentives such as choosing the character’s name or making the gamer play blindfolded.
MSF also partners with platforms like Tiltify which let gamers easily set up donation pages and stream fundraising sessions. Viewers donate while watching their favorite gamers and those donations go straight to emergency medical responses in war zones, refugee camps or disease outbreaks.
Gamified fundraising taps into everything gamers love:
The psychological mechanics that make games addictive — progress, collaboration, status — also make giving feel good, immediate, and meaningful.
By embracing gaming culture, Doctors Without Borders has opened up a fresh pipeline of young, globally minded donors. Many of them may never have considered traditional giving, but through gaming they’ve become vital supporters of frontline care.
In a world where humanitarian needs are urgent and constant, these digital fundraising heroes are proving that saving lives can start with a controller in hand.
