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How to use gamification mechanics in non-profit projects

Gamification is not a game, but a new intangible message for the user, which lures him and explains what exactly he pays for. 

In this article, we will take try to give a notion of what is gamification and how to apply it.




Why gamification is not just a game

Gamification mechanics solve a wide range of tasks: involve and retain users, increase employee efficiency, increase customer loyalty, inform about new products and increase the number of repeating purchases.

Example for a Non-profit organization

Consider the KhanAcademy project aimed at free online training and learning a variety of disciplines. This is a system in which, with the help of game mechanics you can start with the basics then smoothly proceeding to a more complex material, it acquires the sense of a phased learning.

The essence of gamification lies in the fact that it is not necessary to invent revolutionary gaming mechanics. This could be interesting, but it will not be intuitively understood by the user. A person should get into a situation: "Everything is clear. I know what to do about it."


Why do you need gamification

The need for INTERACTIVE

Interactive is needed by almost all companies and organizations, but it is difficult to organize it offline. Gamification helps to organize communication online.

An example of motivation

"SlideShare is a service by which you can easily distribute a presentation. All you want is to upload the presentation and that's it. At the same time, you want others to see my presentation. But you need to fill out the description, category, tags. Of course, you have no desire to do this, but suddenly a pop-up on the right appears showing you the Virality score - the viral index of your presentation. As the fields are getting filled, the index begins to grow. The potential of distribution is interesting to you, but you do not want to fill in the fields. With the help of such interactive tips, you see motivation and start filling fields.

In such a mechanism there are:

· New reality: your presentation goes viral.

· Need: your presentation is easy to find.

· Game mechanics: you need to fill in the virality scale.

Gamification releases the internal motivation of users, showing a new reality and linking it with the needs and values of the user.

Stages of involvement in a new product

We can divide the user's involvement in the new product into three stages:

1. Capture - the moment when the user has chosen you and stayed with you.

2. The Loyalty Chasm - the moment when gamification is the most necessary and effective for keeping the user.

3. Activation, when a person realized why he needs it. At this stage, the user has a high level of loyalty to you.

4. Retention. Here the person understands that your project is important to him and he is important for the project.



Types of gamification

Statistical Gamification

 For any actions, the user is given points or accumulative achievements. Usually the user is only informed about the rewards he has already received. For the title of achievements or rewards, the literal or expert names are chosen: "Beginner", "Experienced", "Expert" and so on.

Pros and cons of statistical gaming:

· It is pleasant and unusual to receive rewards;

· 100% of users are involved (but we know that they did not do much for it);

· Gamification does not affect the behaviour of users.

Material gamification

The mechanics of this kind of gamification requires a large cash prize.

Pros and cons of material gamification:

· There is an objective monetary value for the participants and is beneficial to the organizers;

·  For someone, the reward can be negligible.

· Arranging bonus events and giving gifts, the company spends money.

How does gamification is used in "loyalty programs"?

· Users are given tasks, after accomplishing which, they are rewarded with some scores, points, tokens.

· The accumulated points are exchanged for money or for discounts from the organizer.

· The prize should be worth the money spent by the user. The user should receive back 1% of the money spent.

· The goal is to reward the most dedicated users.

Creative Gamification

The aim is to invent something creative. For example, write a poem about "winter tires" or "washing machines".

· Participants themselves attract a large audience

· Attraction of users goes through PR in the media;

· All participants receive certificates.

Pros and cons of Creative Gamification:

· Unusual events are eagerly advertised by the media;

· Simple in production, most importantly - creative;

· Causes positive emotions; Becomes boring after 10 minutes or a couple of days;

· Usually the idea sounds more interesting than it turns out in practice.



Page last edited Aug 01, 2018 History

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