1. Third (3rd) Sector Inspire Gamifying Engagement: from Mission to Message to
Playing
Laura Wittcoff, MSW, LICSW, Doctoral Candidate
Jennifer Goldstein, MSW
Dr. Lauren Brown, MPP., PhD., Evaluator
Thursday, June 14, 2018

2. Mission..Narrative..Message..
AGENDA
Introduction
Ice-breaker
Our work
Let’s Play
Mission..Narrative..Message..
GAMIFY

3. What games did/do you play?
What did you like about them?
Why did you play them?

4. STAYING ENGAGED/INTERESTED
Think of 1 type of technology-engagement that
keeps you coming back/interested
Jot it down on the Index card
Find a partner and share your selection

5. WHY WE GAMIFY The What: Use of game-like elements Tells a story
Rules or guidelines
Competition
Teaming-collaboration
Scoring
Fun
Challenge
In-put/strategy
Decision-making
The How:
Digital game-based application
Mechanics and design
Use of social media
The Benefit
Serve psychological purpose
Builds empathy
Impacts behavior
Inspires action
Donate/Volunteer

6. RESEARCH QUESTION
Does the combination of digital storytelling and gamification increase donor and volunteer activity as measured by a 10% increase in new subscriptions for publicly-funded under-resourced (< $2 million in revenue) nonprofit organizations in Los Angeles post four months of their media launch?

7. OUR DEFINITIONS Digital Storytelling Gamification
Sharing an aspect of an organization’s mission through a narrative construct using technology as the platform/mechanism (website, FB, Twitter, Instagram)
Gamification
Any engagement strategy that uses game elements (competition, scoring, asking questions, rules, team collaboration) with technology as the platform (website, FB, Twitter, Instagram)

8. OUR PILOT PROJECT: 3 Nonprofits
Data Collection
Workshop #1
Mission Narrative Message
Coaching
Workshop #2
Message Gamification
Increase Under-Resourced Nonprofits’
VISIBILITY

9. DATA COLLECTION QUESTIONS (qualitative)
What is your role in the agency?
What is your story that led you to get involved in the organization?
What was the process of getting involved? What steps did you have to take?
How would you describe the mission of the organization, in your own words?
Share a story related to a client, service, or donor/volunteer involvement that expresses the importance of the agency.
How do you think donors/volunteers learn about the agency?
How does the agency currently market to the public for the purpose of funding or volunteer involvement?
What other ways do you think the agency could get people to learn about it, volunteer for it, or donate to it?
Numbers,
Connections,
and Ideas

10. DATA COLLECTION QUESTIONS (quantitative)
Organizational Capacity
budget
staff
board members
clients
Financial Sustainability
volunteers
donors
funding ratio
fundraising events
Marketing
visibility
social media usage
challenges
retention
Tracking
contact list
CRM tracking
outreach
Numbers,
Connections,
and Ideas

11. MILESTONES the process and what’s left to tackle (2018)
Results Codified
Meet with nonprofit organizations; Data collection
Coaching………….
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sept
Oct
Nov
Dec
Results
Workshop #1 The Narrative
Workshop #2 Gamifying
Documenting results Begin to collect control group data

12. FIRST-THOUGHT BRANDING: THE 5 ALPHA METHOD © DOES YOUR MESSAGE FIT?
ARTiCuLATE
APpeAL
AMpLiFY
APprECiaTE
ALLianCE

13. TEST IT OUT! PDSA CYCLE* Plan Act Study Do
Objective
Questions and predictions (why)
Plan to carry out the cycle (who, what, what, when, where)
What changes are to be made?
Next cycle?
Study Do
Complete the
analysis of the data
Compare data to predictions
Summarize what
was learned
Carry out the plan
Document problems
and unexpected
observations
Begin analysis
of the data
*Institute for Health Initiative

14. FIRST-THOUGHT BRANDING: THE 5 ALPHA METHOD © & GAMIFICATION
ALLianCE
APprECiaTE
every stakeholder including members/clients students/staff
volunteers/donors
with your & others’ networks
AMpLiFY your message through gamification/
gamified elements in spreadable media
ARTiCuLATE the message into the gamified element
APpeAL to your networks and ask them to share or to engage in some way

15. LET’S PLAY: GAMIFY YOUR MESSAGE….
Imagine what your message looks like
Draw the picture of this message
Draft all of the game elements that reflect the message
Brainstorm possible engaging gamified ideas and list them on newsprint
Does it meet the First-Thought Branding: 5 Alpha Method?

16. Crafting a single message that reflects the narrative
THE MISSION TO MESSAGE CHALLENGE:
Crafting a single message that reflects the narrative
Charter school serving geographic area from DTLA to South LA
Offers wellness program for families facing homelessness and housing instability
Years in operation: almost 1
Revenue: $1.9 million
Agency C
Mission: provides a rigorous, college preparatory education to historically underserved (at risk or homeless) Transitional K-6th grade students.
Message: We see the hero inside you

17. Crafting a single message that reflects the narrative
THE MISSION TO MESSAGE CHALLENGE:
Crafting a single message that reflects the narrative
Service location for youth facing homelessness
Offers programming, schooling, clothing, food, and community
Years in operation: 8
Revenue: $1.5 million
Agency S
Mission: to inspire, nurture and empower the resilient human spirit of homeless youth by providing immediate and lasting solutions, one young person at a time
Message: Ignite the resilient human spirit

18. Crafting a single message that reflects the narrative
THE MISSION TO MESSAGE CHALLENGE:
Crafting a single message that reflects the narrative
Interim housing for homeless families at three locations throughout Los Angeles County
Housing includes rapid rehousing, bridge sheltering, and emergency shelter
Years in operation: 27
Revenue: $4.5 million (65% government funding)
Agency U
Mission: to eliminate homelessness among families with children in Los Angeles by providing housing, supportive services, and advocacy
Message: All children and families deserve a home

19. MESSAGE TO ENGAGING GAMIFICATION (EXAMPLE)
You have three items:
bread
cheese
milk
Gamification ideas:
Share your favorite recipe using these three items, staples in our pantry
Tips on nutrition
What’s your favorite memory about any of these 3 items?
# recipe...or a nutrition tip
Agency: Food Pantry
Message: Great Meals are Made From Love

20. INSPIRATION

21. MOBILE PERSUASION:
Criteria to consider in your gamified effort and dissemination
Triggers
What are the reminders to do/act on this ‘game’ element?
Consider consistency and frequency
Ability
How easy is it to access and to do what is being asked?
Motivation
What motivates people to keep engaging?
Adapted from the Fogg Behavioral Model

22. RESULTS TO DATE... Workshop Feedback
Enjoyed content and energy of group interaction
Gave us an opportunity to work with other agencies
Enthusiastic about applying knowledge right away
Gave us a chance to revisit our mission
Concern that message will not capture the mission enough
Coaching time very useful
Had fun practicing the PDSA with internal team, staff, board
Excited to work on this and add these ideas to their donor/volunteer outreach efforts

23. RESULTS TO DATE...
Increased contact list by 40 subscriptions, representing 9% within the month
Increased use of spreadable media (includes Twitter, Instagram, FB) with similar messaging; added Twitter and is posting at least 3x weekly
Using their gala theme, ‘HOME’ as their current message to gamify; seen increase in ticket sales and web visits (final count TBD)
Did not get the intended result from a single posting on FB; recognized that they need to post regularly, consistently and diversify their media choice
Internal organizational changes has delayed their progress

24. Final Shared Wisdom: Storytelling builds empathy Gamification offers engagement
...
Thank you
Laura Wittcoff
Jennifer Goldstein
Lauren Brown