Gamification meets the altruistic world of donation platforms

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It becomes interesting when gamification filled with rewards and points wades into the altruistic world of donation platforms

Adam Neumann

In simple terms, the mechanism of this platform is to accommodate fundraisers, people in charge/platform, campaigns, and donors. The fundraiser together with the person in charge creates a campaign on a platform aimed at potential donors and then the potential donor will determine their choice to donate or not, then the results of the donation are distributed by the fundraiser, and the person in charge/platform.

Donation platforms are used to raise funds by individuals to support many charitable projects on the internet (Golrang & Safari, 2021).

Donation platforms have the potential to enhance social development, especially in developing countries (Wash, 2013).

The presence of charitable organizations that house donation platforms can also help those in need apart from government efforts (Zhang et al., 2020).

In the donation model, the donor supports the project financially without a promise to receive any form of return (Messeni Petruzzelli et al., 2019).

Fintech innovations that were previously carried out offline now can be carried out online. The practice of donation-based crowdfunding is no exception. This is proven by the presence and growth of well-known donation sites in Indonesia.

Based on the IDN Research Institute Report (2019), 7 well-known donation sites in Indonesia include Dompet Dhuafa, Ayo Peduli, Kitabisa, Gandeng Tangan, Wujudkan, Aksi Cepat Tanggap, and Peduli.

Donation categories on donation-based crowdfunding platforms in Indonesia include educational assistance, the environment, social activities, public infrastructure, MSMEs, animals, places of worship, disabled people, orphanages, zakat, and waqf.

I have summarized the donation phenomenon that occurred in Indonesia:

Donation Phenomena in Indonesia
Donation Phenomena in Indonesia

Indonesia has been named the most generous country in the world in 2020 by the Charities Aid Foundation (CAF) (WGI, 2021). Indonesia occupies the top two rankings of the three categories or indicators used by the WGI, namely donating to foreigners, donating money, and volunteering.

In Indonesia, the majority of donations have not maximized the use of digital media. The results of the Philanthropy Outlook report (2022) show that the majority or 76.6% of philanthropic organizations in Indonesia use non-digital media to raise donations. Meanwhile, the majority of digital channels used by fundraisers are social media and websites rather than the donation platform itself.

There has been a potential increase from the donor side, research entitled GoPay Digital Donation Outlook 2020 states that digital donations have increased in generations Z, millennials, and X, especially during the COVID-19 pandemic. The COVID-19 pandemic that occurred has changed the way people make donations from conventional to digital (Kopernik & Gopay, 2020).

Databoks (2021) reveals that the majority of people choose online donations during Ramadan, whereas only 37% of respondents decide to donate offline.

Guesstimation: With the explanations phenomena above, it can be estimated that there is a very potential market for donation platforms in Indonesia. What needs to be considered is how to disrupt the conventional donation market. Apart from ease and usability of use, and platform trust, can gamification influence the development of donation platforms in Indonesia?

Gamification is known as the use of game design elements/dimensions in non-game contexts to make products, services, or applications more attractive and enjoyable to motivate and increase user activity and retention.

The challenge in using donation platforms is low user participation and low user engagement (Golrang & Safari, 2021).

According to Golrang & Safari (2021), increasing user participation can be achieved with gamification.

Gamification is expected to encourage users to participate in campaigns aimed at increasing potential opportunities to fund charitable projects.

Gamification has the following dimensions and elements:

Gamification Dimensions and Elements (Palmer et al., 2012)
Gamification Dimensions and Elements (Palmer et al., 2012)

As has been mentioned, Indonesia was named the most generous country in the world by the Charities Aid Foundation (CAF). This one thing can reflect that Indonesian people have a highly altruistic attitude.

Donating money can be considered a sacrifice, what motivates such altruistic acts is often the belief that there will ultimately be rewards in the future (C.-J. Liu & Hao, 2017).

“Riya” is an Arabic term that delineates actions undertaken by an individual with the intention of securing admiration, acknowledgment, or recognition from others, yet executed with insincere or hidden motives. In the realm of religion, especially in Islam, riya embodies hypocritical conduct, wherein an individual showcases acts of virtue or piety not purely to deepen their connection with God but rather to elicit praise or approval from their fellow human beings.

Currently, gamification on donation platforms in Indonesia has not been widely implemented, some of which are still in the form of a Minimum Viable Product (MVP), therefore it is important to determine whether gamification has an effect on the use of donation platforms and how to determine the right dimensions or elements of gamification before going any further.

Below is an example of the use of gamification dimensions on a crowdfunding-based donation platform:

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