Anthony Cotte: From pixels to purpose – how gaming fundraisers empower nonprofits

Digital communications expert Anthony Cotte shares practical insights and strategies for hosting a charity gaming event, including his experience and learnings from three years as project manager for France’s annual Gaming for Sidaction. The event raises donations and awareness to help Sidaction’s work: financing research programmes and associations for HIV prevention and supporting people living with HIV and AIDS, both in France and internationally.

In today’s digital landscape, gaming fundraisers have emerged as a powerful tool for nonprofits to connect with younger, tech-savvy audiences. Even organizations without a presence on platforms like Twitch can benefit by partnering with influential streamers or gaming communities. These collaborations not only raise funds but also create meaningful connections with demographics often out of reach through traditional media.

Charity gaming events have gained traction in France, with flagship initiatives like ZEvent, which raised over €10 million in 2024 to support various causes. But impactful results aren’t limited to large-scale projects. Smaller events, such as speedrunning marathons, demonstrate how grassroots gaming communities can drive support for charities – sometimes even without the organization’s direct involvement.

For nonprofits with larger budgets, hosting your own gaming event is an option, as exemplified by Gaming for Sidaction. While these events require significant investment – venue rental, high-speed internet, and accommodating streamers – they offer a dual benefit: raising funds and building awareness, all while demonstrating the power of gaming to engage audiences and amplify causes. Drawing from my experience as the project manager of Gaming for Sidaction, I’d like to share some key insights into what it takes to bring such an ambitious initiative to life…

Let’s get straight to the point: How to organize your own gaming event

Three years of Gaming for Sidaction have been an invaluable source of lessons. Managing a six-figure budget over that time has provided key insights into costs that might initially seem exorbitant for such an initiative.

Get the tech right

Just as Formula 1 cars need proper roads to race, you can’t gather streaming experts in a space with inadequate equipment. This brings us to the first major expense: securing a venue. You’ll need a location available for three days and two nights, capable of hosting dozens of people with ultra-high-speed internet connectivity. Staying with the car analogy: you won’t win a race with an old jalopy. Renting the right equipment for the activity is essential. This includes dual monitors, webcams, microphones, or even high-end graphics cards. Reliable ultra-high-speed internet, with round-the-clock technical support, is non-negotiable. Providers offering such services are few and far between in France, making it a challenging area for us to cut costs in.

Look after your streamers

If you’re still motivated to produce your own gaming event at this stage, remember that it’s fundamentally about hospitality. You’ll need to cover travel costs for your streamers, feed them, and possibly provide accommodation if they’re not local. This is where partnerships can help: brands specializing in beverages or snacks might provide supplies in exchange for visibility. Streamers can showcase these products during live streams, potentially reaching hundreds of viewers within their communities. This kind of exposure is particularly appealing for emerging brands or smaller companies outside major corporate groups.

While cutting corners is an option, remember that streamers participate voluntarily, rally their communities, and deserve a minimum level of comfort in return. Think of it as an investment in the future: streaming is often their full-time profession, and they are in high demand throughout the year. Providing excellent conditions leaves a lasting positive impression. If you plan to establish an annual event, these same streamers are more likely to return, potentially with larger audiences after a year of growth. As with any endeavour, always think long-term.

Connect with your audience

Gaming for Sidaction

Now that you have a venue, equipment, and motivated streamers, it’s time to focus on your audience – the future donors. They’ll only stay engaged with your live stream if they’re entertained and feel connected to your cause. Plan contests and giveaways to keep their interest. Promote these on social media to attract more viewers.

Some highlights from our Gaming for Sidaction events included live games. Ask your streamers about their communities’ interests. This world has its own unique codes, and it’s perfectly normal to be unfamiliar with them initially. I was surprised when we were advised to host a live sumo wrestling contest or a mini-golf tournament! Many streamers have retained a childlike enthusiasm, so don’t be shocked if you end up renting costumes or activities typically associated with kids’ parties.

Don’t forget to showcase your organization

Beyond entertainment and fundraising, a setup capable of gathering thousands of online viewers is a golden opportunity to showcase your organization. Consider incorporating interviews with your leadership or field workers to explain exactly how the funds will be used. In short: be concrete. Building awareness among younger audiences, especially niche groups found exclusively on platforms like Twitch, is challenging. Events like these offer a unique chance to reach them where they are.

Of course, there are many other aspects to consider, as hosting a gaming event is a complex project requiring multiple providers. But this gives you a solid overview. In my experience, this type of initiative often proves to be a positive and rewarding adventure. It not only strengthens your pool of potential advocates but also expands your network of prospects and even attracts new volunteers. The benefits are numerous, even if not always immediate.

I’m grateful for the valuable experience I gained from managing such projects. It remains a valuable achievement I’ll carry forward. If you have the resources, such initiatives can be a worthwhile investment for your organization.

Anthony Cotte

About Anthony Cotte

Anthony Cotte works in digital communications, focusing on social media for the nonprofit sector. With over a decade of experience in journalism, he combines storytelling expertise with data-driven strategies to support impactful campaigns. Anthony spent five and a half years at Sidaction, including three years as project manager for Gaming for Sidaction, blending innovation and advocacy to raise awareness.