Gaming Community Launches Viral Charity Stunt In Response to Kony 2012 Backlash

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A competitive fundraising project run by gamers is about to raise $1 million for aid in the Horn of Africa’s hunger crisis. video:

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The project, called ‘Operation ShareCraft’, has only just launched and already has an army of gamers raising funds at a pace of $10,000 per day. With an array of stunts, videos and livestreams planned for the coming 100 days, it looks like they are well on pace to hit their donation target of $1 million. Already a remarkable achievement, since ShareCraft’s participants are mostly students who have figured out a way to do fundraising on a level that normally requires the social and financial superpowers of Hollywood celebrities. By comparison, ShareCraft’s army of gamers has raised in a single day for Save The Children what took Tony Robbins 3 weeks to raise for Kony 2012.

The trick is that ShareCraft is competitive. Gamers and participants who want to top the leaderboard can create their own personal sub-fundraiser with just a few clicks at The system creates a snowball-effect where donations to sub-fundraisers trigger donations to others as participants battle for higher rankings. Everyone can link to their own sub-fundraisers to involve friends, family, followers and fans. All these features are provided by, who unlocked the leaderboards specifically for ShareCraft (and will soon roll them out for everyone) when they were approached about the project by world-famous gaming and YouTube icon Chiren Boumaaza, aka ‘Athene’.

Having gamified online fundraising, ShareCraft hasn’t even been announced for 24 hours yet and already has a vibrant community making videos, doing livestreams and organizing fundraisers to compete with each other on the leaderboard. If this becomes a trend, ‘Athene’ says, “it could change fundraising in ways similar to how Facebook and Twitter changed social networking”.


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Reese Leysen
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