Marie Curie Cancer Care is dedicated to the care of people with terminal cancer and other illnesses. The charity is looking to increase donations through a new gaming platform, making giving more reciprocal and fun.
Giving is evolving – as the projects featured on this website illustrate. We’re seeing a shift from traditional models towards those that offer donors a ‘return’ – whether through rewards, experiences or otherwise.
Recognising this, Marie Curie identified two giving challenges:
- How to attract a new demographic of donor, who may not otherwise give to charity, by tapping into people’s innate competitive nature.
- How to capitalise on the growing trend of using gaming in the not-for-profit sector cost-efficiently – while complying with the ‘80:20’ rule governing this type of fundraising (where 20% of all proceeds must be allocated for charitable purposes).
Working with partners including digital agency Paper, Marie Curie has developed Tickety Boo, a new gaming website where supporters can play a number of free and paid-for games (including bingo, raffles, prize draws and a weekly lottery) in a timeframe and price point that’s appropriate for them; win prizes – either credits for in-game play or cash, and manage their winnings, donations and account preferences online.
The goal was to create a new way of giving that’s compelling and appropriate for the charity’s user base, offer greater choice to potential supporters and re-deploy existing marketing spend more effectively.
Marie Curie expects the site to become self-sustainable, and aims to surpass 100,000 users in the first year.
Marie Curie was awarded £120,000 through the Open Innovation Programme to support the scoping, design and testing of the platform, together with audience profiling and brand development. Marie Curie will match fund £140,000 to cover marketing, licensing and research costs.