We built an online game for Urban Ministries of Durham to help people understand how hard it is to live on the brink of homelessness. SPENT attracted more than 4.5 million players from around the world and generated over 100 million media impressions with one press release. And though not originally intended to generate donations, UMD has raised more than $70,000 through SPENT.
Players must make the same difficult decisions about money that those served by UMD make daily. Whether they finish the game with money left over or not, they’re asked to share SPENT, get involved with UMD or donate. A text-to-give component added later makes it easy for phone and tablet players to support the nonprofit.