Gamified Rotary

Assignment for Gamification Level 2 certification submitted by

An Coppens (@GamificationNat)http://www.gamificationnation.com

Rotary International

Non-profit club network with primary objective of making a positive lasting change in the community (both local and global).• 1.2 million volunteer members worldwide• Projects focus on peace and conflict resolution, disease

prevention and treatment, water and sanitation, health, basic education and literacy, economic and community development.

• Known for Polio Plus and starting the Global Polio Eradication Iniative

Gamified Rotary

Why?As an honorary member of the Rotary Club of Cork, former district officer, active club member in both Cork and Stockholm (SIRC), I enjoyed the projects I worked on, the global impact we could make and made lasting friendships.

I always wondered how could we attract more people in my demographic: young professional 30-55, busy, interested in making a positive difference in the community with the commitment to follow through on promises

The challenge• People in this demographic are busy often with

young families, often focused on making their career/business work, multiple other interests and organisations they can be part of

• As a potential member you don’t always understand how you could contribute and as an existing member you may start to question whether you are making any difference at all

• Rotary often seen as being for men and mainly in the late career, retirement bracket with a heavy time commitment. Highly structured and rule driven.

The opportunity

• The highly structured system in place lends itself to gamification

• With the recent development of e-clubs, Rotary has an opportunity to tap in to new volunteer (aka player) groups

• Gamification has the added potential of retaining and re-engaging existing members

What is Gamification?

Gamification is the process of using game mechanics and game thinking in non-gaming contexts to engage users and to solve problems.

Gamification leverages game design, loyalty program design and behavioral economics to create the optimal context for behavior change and successful outcomes.

Potential volunteer members

Socialisers: motivated by relatedness. They want to interact with

others and create social connectedness.

Philanthropists: motivated by purpose & cause. They want to give back and enrich

the life of others

Achievers: motivated by mastery. They are looking to

learn new things and improve themselves. They

want challenges to overcome

How to appeal to each type?Philanthropist Socialiser Achiever

Meaning/purpose: need to understand the meaning or purpose. Being part of something greater than themselves

Social network: allow people to connect and be social

Learning: give them tools to learn and master

Access: to more abilities in a system can give people more ways to help others and contribute

Social pressure: peer support and pressure to motivate each other forward

Challenges: test their knowledge and allow them to apply it. Helps keep interest

Gifting/sharing: altruistic giving or sharing of items with other people

Social discovery: interest matching and status can help to build relationships

Quests: give users a fixed goal to achieve often made up of linked challenges

Sharing knowledge: help others by sharing their knowledge, answer their questions, teach them

Social status: increased visibility and opportunities to create new relationships

Levels/progression: map the journey and progression towards a destination or just the journey

Caretaking: looking after other people

Collaboration/ teams: working together requires relationship building

Certificates: meaningful and useful physical symbols of mastery and achievement

The key to making gamification work online and in a club, district and

worldwide

Measure what matters most:

Contribution

Contribution

Can be measured in Time given to project, cause, club, districtMoney donated to project, cause or Rotary

FoundationCan be tracked byIndividualClubDistrictRotary International

Measure openly in leaderboards

Why?As a young professional I want to spend my effort where I can see it make a differenceSo I can see as a club member how I contribute to my club.So we as a club can see how we contribute to the district.So the district can see it’s impact worldwide.So Rotary International can state openly how it contributes to the global community.

Effect of transparency

• Clarity of purpose for each member and potential members

• Increased engagement because nobody wants to be at the bottom of a leaderboard

• Clubs will do more and projects will benefit more

• Rotary will make a bigger difference

Contribution celebrations

When leaderboards are kept up-to-date weekly following the meeting pattern of physical clubs, - They give instant feedback - Progress towards project goals- This allows for regular positive praise

Fun rewards for actionEnd Polio campaign example:- Share ‘this much’ youtube clip on Twitter and

FacebookMember earns Like badge and contribution points- Add your own picture and become a polio

ambassadorMember earns ‘this much’ badge and contribution point- Donate moneyMember earns ‘end polio money’ badge and contribution pointBadges are virtual and collectible online or for real

Original rewards

Some clubs have original campaigns for the End Polio cause such as:- Purple pinkie (school visits and children dip in

purple ink to know immunization knowledge has been passed on)

- Purple violet (plant and sell purple violets)- Wear purple day- Fun runs, etc.Allow clubs to design fun badges to go with their event and make them special collectibles

Special achievement circles

• Rotary already has the Paul Harris award, which can be extended in levels– One time achiever– Extra-ordinary contribution (for large multi

club/district international contributions)– Multiple achiever

Levels encourage continued contributions from those already active givers

Visitor rewards

• Rotarians are encouraged to visit other clubs when travelling for business and pleasure

• Allow visitors to rate their visits upon their return with visitor rewards– Warm welcome– Friendly vibes & fun atmosphere– Awesome– Impressive work done by this club

Visitors would have to substantiate their rating with a brief comment

Crowd-resourcing for projects

Projects often need input from members of various clubs, by creating a resourcing page for a project so members in the club or other clubs can offer to contribute• Funds• Specialist skills• Manpower and time• Equipment, tools and materials

Have fun contributing!

This is a course assignment as part of the level 2 Gamification Design Expert from www.engagementalliance.org.

Prepared by An Coppens October 2013