Beyond Buzzwords: How Gamification Can Reignite Community and Fundraising in Canadian Charities

September 29, 2025

Time to read: 4 minutes

Gamification in Charities: While Others Play, Canada Pauses

Gamification is no longer just a tech buzzword or a tool for video games. In several countries like the US or the UK, it’s already part of the charity playbook. A 2023 report from Endsleigh Insurance found that three in five charities in the UK had adopted gamification to boost their fundraising efforts such as using game mechanics like digital leaderboards and donation challenges. Here, charities are using a wide array of digital tools – from online games and augmented reality to immersive livestreaming events – to connect with new donors, especially younger generations. In contrast, our survey (CICP 2.11.43, November 2024) reveals a different picture: over 70% of Canadian charities have not used gamification, and over 50% said they don’t plan to.

Why the Hesitance?

A closer look at open-ended responses from our Canadian survey reveals some revealing patterns. Many organizations admitted, quite simply, that they “never heard of gamification” or see it as “detached from the realities of running an organization.” Others dismissed it as “immoral as it can lead to addictions.” Some saw it as purely a fundraising tactic that creates “competitive environments,” or does not really resonate with their core values.

This tells us one thing: before we can talk about the potential of gamification, we need to dispel the common myths.

Dispelling Myths About Gamification in Charities

In a recent episode of the UK-based Third Sector podcast, charity experts tackled common myths about gaming and gamification. Here are five worth addressing:

Myth #1: It’s all about fundraising.

Actually, gamification started from a deeper place: community-building. People have long joined fun social events- like trivia nights, marathons, or bingo game nights – and contributed to charitable causes along the way. At its heart, gamification is about connection first, and contribution follows.

Myth #2: It’s just about playing competitive games.

Gamification in charities is not about playing games – it’s about applying game mechanics to non-gaming contexts. These mechanics include challenges, leaderboards, badges, interactive storytelling, and incentives to increase engagement.

Myth #3: Only young people care.

Gamification does not only target younger audiences. People of all ages enjoy interactive and engaging experiences. In the UK, livestream celebrity quizzes have drawn broad audiences and raised hundreds of thousands of pounds for charity within a couple of hours.

Myth #4: It’s expensive and only for large charities.

Not at all. Simple tactics like donation challenges, digital leaderboards, or volunteer-voted rewards can be launched with minimal costs and strong results.

Myth #5: It’s the same as livestreaming.

They are different but compatible tools. Streaming involves real-time interaction, while gamification uses game mechanics to encourage participation. Together, they can be powerful.

How Gamification Can Help Charities, Especially Small Ones

While some high-tech gamification strategies can be costly, many effective gamification techniques require minimal investment. Small charities can:

Create simple challenges. Ask supporters (e.g., influencers or community members) to complete fun or meaningful tasks, like walking 10,000 steps or doing random acts of kindness – in exchanges for donations.
Use low-cost digital tools. Set up leaderboards to track donor milestones or let donors vote on challenges for staff or volunteers (e.g., “Should our director wear a funny costume for a day?”) These playful tactics can spark engagement and strengthen community ties.
Tap into your community. Invite local influencers or volunteers to co-host small events or “skill-a-thons” where they showcase talents for pledges.

Go offline too. Gamification doesn’t have to be digital. Interactive paper passports at events or sticker reward charts for volunteers also count.

Canadian Example: Small-Scale to Stand Out

One of our survey panellists shared a great example of gamification in action:

“We recently tried out an “art-a-thon” to raise money, and it was really fantastic. Participants were really engaged and it provided us with social content for sharing aligned with our mission in addition to the funds raised. It also built a sense of community.”

And on a larger scale, SickKids Foundation is already demonstrating gamification’s power. Their “Brave List” campaign combined heartfelt storytelling with clear donation pathways, while their virtual events – like the Create4SickKids Fortnite Challenge – raised tens of thousands of dollars in hours. Through challenges, donor voting, and hybrid campaigns, SickKids turns engagement into action.

A Canadian Future of Playful Giving?

Canadian charities don’t need to reinvent the wheel – but they do need to get on the road. With 77% of charities in our CICP survey having yet to explore gamification, early adopters have a real opportunity to stand out. The future of charitable engagement isn’t just about raising funds – it’s about bringing people together around a cause. And gamification, while not a magic bullet, can do exactly that.

Author

Nguyen, Thi Kim Quy

Postdoctoral Fellow
Email Thi Kim Quy

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