How Nonprofits Can Take The Leap Into Gaming with Shane Bailey

Feb 7, 2024

Shane Bailey, Head of Gaming & Streaming for Cure Cancer, shares his expertise on integrating gaming into nonprofit fundraising. He discusses how livestreams have transformed charity work, raising millions in just a few years. Shane highlights the success of Game On Cancer, which has garnered over $1M AUD through strategic partnerships with gamers. Nonprofits can attract younger donors by leveraging platforms like Twitch and employing innovative fundraising strategies. He emphasizes the importance of authentic connections with the gaming community to drive meaningful donations.

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Intro

00:00 • 3min

Leveling Up Fundraising: Gaming for a Cause

03:10 • 19min

Strategies for Nonprofits in Gaming Fundraising

22:29 • 5min

Engaging the Gaming Community for Nonprofit Success

27:53 • 5min

Engaging Young Audiences Through Gaming

32:29 • 7min

The Evolving Landscape of Philanthropy

38:59 • 6min

Livestreams are the new telethons, and they’re raising millions for charities. The rise of video game streaming in the last several years has opened up a new avenue for philanthropy.

Streamers and charity organizations routinely partner up to solicit donations from the gamer’s thousands of loyal viewers. Instead of calling in like participants did for telethons, viewers funnel donations through a digital pipeline that makes the fundraising process instantaneous.

Twitch streamers raised $40+ million in 2018, $55 million in 2019, and $83 million in 2020 (Forbes). And if you're looking for younger donors, note that 70% of Twitch's users are between 18 and 34 years old.

My guest today is Shane Bailey, Head of Gaming & Streaming for Australian charity Cure Cancer spearheading Game On Cancer®, an initiative that partners with gaming brands, developers, publishers, creators and communities to help fund life-saving cancer research. In less than four years, Game On Cancer® has raised more than $1M AUD and isn’t slowing down.

In this episode, we discuss:

The rise of gaming and streaming fundraisers and how can they raise donations for your nonprofit
How to partner with gamers and livestreamers
How nonprofits can determine if they are ready to run a gaming fundraiser
Ways to get started in this space, even if you are a small nonprofit

About Shane Bailey

Shane has worked in the Australian games industry, across a variety of different roles and disciplines, for the past 14 years. His work has included brand management, communications, retail, esports, events, trade marketing, community engagement and partnerships.

Today, Shane is the Head of Gaming & Streaming for Australian charity Cure Cancer spearheading Game On Cancer®, an initiative that partners with gaming brands, developers, publishers, creators and communities to help fund life-saving cancer research. In less than four years, Game On Cancer® has raised more than $1M AUD and isn’t slowing down.

Connect with Shane on LinkedIn

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