3radical, the leader in audience engagement and consented data capture solutions, announced it has been selected by the National Society for the Prevention of Cruelty to Children (NSPCC) to deliver gamified experiences as part of integrated campaigns aimed at acquiring new and retaining current charitable supporters.

At a time when the efficacy of traditional marketing is in decline, the NSPCC chose 3radical to explore the applicability of gamification as part of their toolkit to enhance the effectiveness of their supporter outreach campaigns. The 3radical platform gives the NSPCC the ability to use different types of experience mechanics to engage existing and new supporters and then learn more about what motivates their audience to donate and support the organisation as part of their initiative to acquire, retain, educate, and transform supporter behaviour.

3radical’s first deployed experience resulted in 99% of quiz questions answered to help the NSPCC supporter determine if they would be open to legacy giving as part of a gift in their Will. To kick off 2022 a New Year’s resolution interactive experience was launched to help NSPCC supporters connect their New Year aspirations with charitable contribution, e.g. fitness and outdoors events, volunteering, bringing friends and family together, etc. This experience achieved a 25% opt-in rate to “Learn More”

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“3radical has supported us significantly in introducing gamification, across a number of our key fundraising activities which attract and lead people to support our organisation” said Sam Thompson, Associate Head, Acquisition and Products, NSPCC. “Future 3radical experiences will help us emphasise our desire to become supporter centric, discovering their interests, needs, and motivations towards both donation and participation in joining our fight for every childhood.”

“We are excited to be working with a forward-thinking organisation like the NSPCC, as they embrace new approaches and technology in an effort to make marketing campaigns more successful,” said Rebecca Trivella, Commercial Director, 3radical. “The collaborative environment presented by the NSPCC shows a willingness to test and learn new ways to improve outcomes for the charity, which, ultimately, enables them to better support the children they represent.”

Adding to the magic of Christmas, the most recent digital engagement is part of their “Letter from Santa” campaign. To get new audiences in the holiday spirit, throughout August and September they were encouraged to help Santa collect pineapples whilst he lay on a beach resting before Christmas, and, in doing so, be entered into a prize draw to win a family theatre voucher. As part of the ongoing journey, the 74% that opted-in, were notified when “Santa” opened the inspirational Letters from Santa experience. This interactive solution of creating a letter enables adults to arrange for Santa to send a highly personlised letter to a child in their life.

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