Course assignment created by An Coppens for engagement alliance level 2 qualification The presentation gives ideas on how to gamify the attraction and retention of potential and existing members of Rotary by applying game techniques which can be applied online as well as off-line. They would provide fun rewards and transparency as well as instant feedback and encourage contribution across the network.

1. Gamified Rotary
Assignment for Gamification Level 2 certification
submitted by
An Coppens (@GamificationNat)
http://www.gamificationnation.com

2. 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

3. 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

4. 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.

5. The opportunity
• The highly structured system in place lends
itself to gamification
• With the recent development of eclubs, 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

6. 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.

7. 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

8. 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 Challenges: test their
and pressure to motivate each knowledge and allow them to
other forward
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 Collaboration/ teams: working
Certificates: meaningful and

9. The key to making gamification work
online and in a club, district and
worldwide
Measure what matters
most:
Contribution

10. Contribution
Can be measured in
Time given to project, cause, club, district
Money donated to project, cause or Rotary
Foundation
Can be tracked by
Individual
Club
District
Rotary International

11. Measure openly in leaderboards
Why?
As a young professional I want to spend my effort
where I can see it make a difference
So 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.

12. 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

13. 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

14. Fun rewards for action
End Polio campaign example:
- Share ‘this much’ youtube clip on Twitter and
Facebook
Member earns Like badge and contribution points
- Add your own picture and become a polio
ambassador
Member earns ‘this much’ badge and contribution
point
- Donate money
Member earns ‘end polio money’ badge and
contribution point
Badges are virtual and collectible online or for real

15. 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

16. 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

17. 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

18. 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

19. Have fun contributing!

20. This is a course assignment as part of the level 2 Gamification Design Expert from
www.engagementalliance.org.
Prepared by An Coppens
October 2013