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Measuring the Impact of Social Games for Good

In the dynamic and disruptive world of social media technology, jumpstarting, kickstarting and crowdfunding cause-related projects has never been easier. New technologies promise expanded audiences, heightened awareness and increased revenue, but strategies and tactics are constantly evolving and true measurement is hard to find. Is the promise of social games to deliver positive, real-world social good real?

For Zynga, response to disasters such as in Haiti and Japan quickly generated $5 million for relief efforts. But what happens in between disasters? Are gamemaker partnerships with NGOs turning social games players into new donors and advocates? Is this philanthropic activity additive: are social games truly a new platform for good?

Ken Weber will discuss the ways social games are, or are not, delivering on the promise of additive social good. This talk will focus on case studies and data, from Zynga, nonprofit partners and other gamemakers.

Questions

  1. What is the role of social media in the new model of philanthropy?
  2. What is the state of “games for good”?
  3. How is the impact of games for good being measured?
  4. Why do players respond to requests, and are their contributions new or additive to existing philanthropy?
  5. What guidance is there for nonprofits thinking about the role of games and gamification in their work?

Speakers

Organizer

Cynthia Saw, Marcom Coordinator, Zynga


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