Overall, the goals that we had planned were met and we exceeded greatly. We were able to gather many stories from the refugees that were involved in the game creation and input them into the game. Also, we engaged in markets where Amnesty is forbidden, like Russia, enabling us to go beyond traditional limitations and have an enormous impact in human rights. We did have to extend the timeline due to our own internal processes but our partner did everything in their power to meet these deadlines by adjusting their own strategies so this was not an issue for us. 

Fundraising in Roblox is still challenging but the game income has been sustained for more than a year, which has been a good projection. We have also proved we can fundraise with micro-donations via crypto and that we can engage with young audiences successfully.

Key Statistics

• We reached more than half a million players and around 1.000 USD raised
• The game reached young, male audiences who engaged in Amnesty’s causes, taking into consideration that this target audience is usually the most averse to liberal topics.

Long Term Impact

This game is still going strong and is fundraising with new strategies of limited avatar items. It has already scaled more than expected in the first place but we know that we can keep developing this unit. It also opened up our minds when it came to innovation and pushed the boundaries of our organisation. As a result of the success of this pilot, we are developing more actions for young, male audiences.

Reimagining the Pilot in a Changing Fundraising Landscape

When discussing fundraising and the lessons we have gained through Roblox today, we can: 

• Include many more ways of collecting donations
• Rethink the game to be a little more oriented to sell/fundraise
• Add another layer if we have the extra budget for marketing.

Advice for other Reimagining Fundraising Members

To innovate means taking risks, but if you are convinced of what you are doing, you can also convince others. Also, the massiveness of digital is an aspect to exploit further in the near future. The whole organization is amazed by the results of reach, engagement and volume of new players that join our game everyday.