Why do non-profit organizations use quizzes?

Non-profit organizations are increasingly turning to online quizzes as part of their content and engagement strategies. Let’s dive in and see why choosing a quiz maker can help non-profits educate and inspire their audience, while growing their base of donors and volunteers.

In these times of COVID and climate change, non-profit organizations and NGOs have received a lot of attention in the last couple of years.

We’ve seen how critical it is for on-the-ground groups to act faster than governments and other institutions slowed by red tape in the face of a worldwide pandemic. 

The challenge is that, whatever their issue, non-profit organizations do not have large finances to carry out their job. Instead, they rely on donations, grants, and other support.

Why should non-profit organizations consider using a quiz maker?

Non-profit organizations face similar challenges similar as for-profit businesses, such as converting casual online visitors into customers (or in this case, donors and volunteers).

However, turning onlookers into active participants isn’t always straightforward, especially for NGOs trying to measure conversions around donations, newsletter subscriptions, content views, shared materials, and volunteer sign-ups.

Photo by Joel Muniz

We all know that conversions are the bread and butter of any business, but how can non-profits persuade people to give their time and money? 

You may not realize it, but an online quiz from a quiz maker like Riddle, Survey Anyplace, and Outgrow can be a powerful lead magnet for non-profit organizations.

Quizzes don’t just gather information; they also provide information, resulting in a knowledge exchange that benefits both the quiz taker and the quiz producer. Quizzes also suit non-profit organizations because they’re current and interactive; they appeal to today’s online-savvy audience looking to actively participate with content they consume. 

Photo by Larm Rmah

Here’s how quizzes, polls, and other interactive content make a difference for non-profits:

Use cases for quizzes & non-profit organizations

Many NGOs have recently adopted quizzes as part of their conversion initiatives, revealing the quiz secret.

Conservationists in other parts of the world are working to protect animals. To raise awareness of how diet choices can impact a person’s carbon footprint, the World Wildlife Fund (WWF) used our Editor’s Choice quiz maker Riddle to make their white-labeled quiz “What influence does your food have on the environment?” (in French).

Featuring thought-provoking questions and answer explanations, the WWF’s quiz includes free recommendations on how to safeguard marine habitats. Users are encouraged to purchase an ocean postcard set or make a donation to support WWF’s work once the survey is completed.

Oxfam, a global anti-poverty organization, used TryInteract to create this quiz to assist individuals to assess their understanding of gender inequality.

The quick quiz turns inactive website users into active participants, educating them on vital statistics and encouraging them to sign up for Oxfam’s newsletter to learn more about how they can help women throughout the world.

These are just a few examples showing how non-profit organizations use quizzes to get the conversion process started.

Secrets behind successful quizzes? Keep them short!

The best performing quizzes for non-profit organizations are short content experiences, designed to last around three minutes.

Here are some key quiz best practices for non-profit organizations:

Remember – people have short attention spans these days. And remember – most people take quizzes as a short break or while filling time (waiting for the bus, in line at the supermarket, etc.).

Brief, punchy quizzes convert much better than longer ones – if you go beyond ten questions, you’ll see a significant drop in quiz completions and leads.

Stand out from the non-profit crowd – invite people to join in.

There are an estimated 10 million non-profit organizations worldwide. That means you face a lot of noise to get your message out among all the NGOs out there.

Since every non-profit is often striving for the same conversions, persuading people that yours is worth the click is more difficult. 

You must create a distinct, trustworthy brand that distinguishes you from other non-profit organizations in the same field or helps you generate a stronger collective identity. 

“Sure – but that’s not so easy,” you might be thinking.

The good news? This is where the humble online quiz can help out.

A quiz is a powerful approach for people to learn about important issues by providing a taste of each non-profit’s mission and activities. Quizzes can also be customized, allowing you to include features that are consistent with your group’s brand, such as color, messaging, and functionality. 

Photo by Joel Muniz

Quizzes work – because we’re all curious

But fundamentally, quizzes succeed because they tap into our innate curiosity as humans – we love discovering new things about ourselves or our favorite cause.

Quizzes used by non-profit organizations work because they help us find out what we don’t know (e.g. “Did you know 75% of the world’s drinking water comes from forests?”). 

Photo by Boxed Water

Non-profit organizations turn to quizzes – because they put potential volunteers and donors in control. Online quizzes do not force people to answer, each quiz taker gets to choose to engage.

That’s in sharp contrast to those obnoxious pop-up boxes you see on so many sites. Instead of an interruption, a quiz is a conversation starter for non-profits.

Any engagement with users is entirely voluntary, giving quiz takers a sense of control and preventing them from being duped by deceptive marketing tactics. This transparency is key for non-profit organizations, particularly if they plan on asking for donations later. 

Make your social mission a social media conversation starter

Currently, 93 percent of non-profit organizations (NGOs) have a Facebook profile, with 25% posting at least once a day. That’s a lot of information from non-profits, and sadly, a lot of it is static and goes unnoticed.

The problem with most social media posts? Most individuals quickly scroll through passive messages or articles – however, they’re much more likely to engage with interactive content like quizzes.

Photo by Paul Hanaoka

For non-profits, social media is a modern-day megaphone; it’s a smart, low-cost, and far-reaching instrument for communicating with audiences and stakeholders about what’s going on. 

And given how much NGOs rely on public relations for brand awareness, social media allows you to develop your own tone of voice and personality that people can relate to.

What quizzes should non-profit organizations create?

Non-profit organizations do some of the most pioneering work in the world – but too often, all of this success goes unheard. A social media quiz can help you connect your NGO’s accomplishments with your audience – telling them how you’re making an impact on their everyday life; in other words, it contextualizes your group’s work.

  • Scan through your home page or your non-profit organization’s manifesto for terms to use as a quiz topic.
    • Words like ‘diversity,’ ‘climate change,’ and ‘equality,’ for example, could be an excellent starting point.
  • Current events are another powerful source of quiz ideas – especially since they’re centered around timely issues your audience wants to know more about.
  • For example, in the run up to COP26, The Energy Saving Trust in the UK published the quiz “Climate emergency: what do you know?” – generating more curiosity and ultimately conversions by tying the quiz to the announcement.

Quizzes motivate people to take action. They’re fun and unique, and they have a higher opt-in rate than traditional marketing, resulting in up to 20 times more interaction

It makes sense: if you were to choose between a text-heavy post with company updates and a quiz challenging you to put your knowledge to the test, which would you choose? 

The other key benefit? 

Social media quizzes are shared an average of 2,000 times – which means your quiz might go viral, bringing much-needed exposure and conversions for your non-profit organization’s cause.

Quizzes can power your marketing and outreach funnels

Quizzes are fantastic at generating leads, with up to 45% opt-in rates for in-quiz lead generation form. Most online quiz makers display these forms between the last quiz question and their results – for maximum engagement.

The reason? By the time quiz takers see your email collection form, they will have already answered your quizzes’ 6-10 questions – and will be fully engaged in the experience. 

Non-profit organizations convert quiz takers into committed leads with their forms’ call to action, such as:

  • Personalized quiz reports: “Enter your email to receive your personalized quiz report.”
  • Connected to your cause: “Join us! Sign up as a volunteer to end homelessness in your city.” 

Remind folks about what’s important to them

Nobody wants to feel like a part of the crowd; instead, they want to feel good about their encounters with an NGO. Like most non-profit organizations, you probably don’t have the time or resources to reach out to individual volunteers or donors.

Creating an online quiz lets you make an automated, yet extremely personalized, onboarding and outreach marketing funnel.

Here’s how:

  • Find 3-5 pages on your site that get the most traffic.
  • Create a quiz around each of them – for example, a “How much do you know about mosquito bites?” quiz would work well in a page around malaria prevention.
  • Include an in-quiz lead generation form – and connect it to your email marketing tools like Bloomerang or Fundly.

Each time someone completes your quiz, you’ll know exactly what piques their interest, allowing you to follow up in a hyper-personalized way. 

For example, imagine Bob in Boston answered ‘renewable energy’ when asked “How do you minimize your impact on the environment?”. You could then send out personalized green-living tips – such as ‘Hey Bob, here are our five top tips for getting started with solar power.’

People volunteer with or donate to non-profit organizations that are truly meaningful to them. Customizing each quiz taker’s communications around their tastes and preferences lets you highlight what matters most to them – increasing the chances they get involved.

Our quiz maker recommendations for non-profits

With so many non-profits out there, we can’t just pick one quiz creator that’s right for everyone. We recommend you take a look at our detailed quiz maker reviews, come up with a shortlist based on your use case and requirements, then try them out.

But here are a few quiz builders that are popular with NGOs and non-profit organizations:

  1. Riddle.com – we’ve already mentioned they’re our ‘Editor’s Choice’. They’re unique in offering a 20% discount for any non-profit, plus all of their quiz maker plans include unlimited usage. That helps keep your costs manageable – you won’t have to worry about any traffic spikes increasing prices.
  2. Involve.me – they offer a very capable quiz builder, with good customization and e-commerce integrations. Involve.me is a little expensive but check them out if you want to run online paid events as fundraisers for your cause.
  3. Try Interact – excellent data integrations with common email marketing tools. However, they are not-GDPR or CCPA-compliant – so your data privacy officer might have concerns.

Wrapping things up – non-profit organizations and online quizzes

Like NGOs, quizzes operate outside of the status quo. They’re both shaking up their fields, pushing for better and fairer practices, and hoping to give everyone a voice. Not to mention, the transparency and social focus of quizzes make them an organic extension for the values that NGOs bring to the world.

And when it comes to conversions, the two are a perfect match.

Non-profit organizations are like the engineers with their sleeves rolled up, doing the hard work in the trenches to make change a reality, while online quizzes are the tool to keep the wheels of their online donor and marketing funnels turning faster along the way.