Mcdonald’s charity foundation use gamification to motivate 3,115 donations
Success Stories
McDonald’s is the largest and most popular fast food chain in the world.
Mcdonald’s also has a considerable charitable presence. This is mainly through their foundation: Ronald McDonald House Charities (RMHC), which supports the families of sick or injured children.
One of RMHC’s key initiatives is their “Parents’ Houses” – which provides a home away from home for families to stay near their children in medical care, in order to keep families together and maintain a degree of normal life.
The challenges
🎯 The French branch of RMHC – which has 10 Parents’ Houses across the country – was looking for a more engaging and effective way to boost their fundraising efforts to support the initiative.
Their goals broke down to:
- Converting donations
- Keeping donors engaged with the charity and its messaging for longer
- Creating a user experience that makes repeat donations more likely
- Raising awareness about Parents’ Houses
📱 Games and gamification experiences “by Drimify”
McDonald’s opted to use the Drimify platform to build a gamification experience that creates a more effective donor journey.
Through marketing the campaign across their various communications channels, potential donors were directed to the experience’s landing page where they could choose which Parents’ Houses location they wanted to support – giving them some influence over exactly where their money was being spent. Then they could make their donation in exchange for unique codes.
The unique codes granted access to the customised Pacman arcade game, where donors would try to rack up a high score to finish as close to the top of the leaderboard as they could to potentially win a prize.
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Upon finishing, they were then encouraged to buy more codes to try and improve their ranking. People are innately competitive (and nobody says no to a prize), so tapping into this in tandem with their charitableness increases the likelihood of repeat donations and plays.
For each of the locations donors opted to support at the start, there was a separate leaderboard, so with more players close to a top spot and considering replaying to edge a little closer, the chances for repeat donations was multiplied.
Results and KPIs
Key figures 🚀
- 3,115 plays of the experience, meaning there were 3,115 donations through this gamified donation drive
- 166% engagement rate from 1,869 unique donors, meaning 1.66 donations per player, showing the power of gamification
Objectives achieved 😎
- A huge number of donations generated for RMHC’s Parent’s Houses
- Donors educated on RMHC’s mission throughout the experience and therefore more likely to donate in the future
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