Takk

Objective

Takk partnered with Nordic nonprofits to replace traditional donor outreach methods—which suffered from low engagement and conversion—with interactive gamified experiences. The campaign aimed to generate qualified leads and convert them into long-term monthly supporters by making cause engagement more engaging and rewarding.

Solution

Takk deployed three distinct gamified campaigns. DepressionsForeningen used a 9-question personality quiz identifying holiday types with lead capture before result reveal and a donation CTA. The Icelandic Cancer Society launched a three-phase campaign: a timeline memory game arranging past Pink Ribbons, an educational wellness quiz, and a prize wheel funded by corporate sponsors. Women's Shelter Iceland featured a priority-ordering puzzle about domestic violence stages followed by a four-question multiple-choice assessment with detailed explanations and resource exploration. All campaigns required lead submission and included donation calls-to-action.

Results

DepressionsForeningen: 4,413 sessions, 939 leads, 21% conversion. Icelandic Cancer Society: ~36,736 sessions, ~17,169 leads, up to 78.1% conversion, 808 converted to monthly donors with €1,000,000+ projected lifetime value. Women's Shelter Iceland: 12,380 sessions, 3,396 leads, 38% conversion. Traditional cold-calling achieved 3–5% conversion; the gamified campaigns achieved approximately 4x improvement at roughly 20% average conversion.