This holiday season, Save the Children is set to roll out its very first gaming‑focused fundraising initiative, a two‑day event dubbed Save Point. The concept emerged from a broader ambition to deepen the organization’s connection with the gaming community, a sector that has shown remarkable enthusiasm for social good. Fiona Baxter, the charity’s senior fundraising manager, shared with GamesIndustry.biz that Save Point was "born from a wider desire to engage more with the gaming community," reflecting a strategic shift toward digital‑first, interactive philanthropy.
Unlike traditional endurance challenges such as marathons, which demand significant physical preparation, a gaming‑based fundraiser offers a more inclusive avenue for participation. "Save Point is allowing us to engage more with the gaming community, both from a partnership and individual supporter perspective. Not everyone can run a marathon, so an event like this is a lot more accessible and allows us to showcase what a different type of supporter can do," Baxter explained.
By lowering the barrier to entry, the charity hopes to attract a diverse array of donors—ranging from casual players to professional streamers—who can contribute time, skill, and audience reach in exchange for a cause they care about. To anchor the event, Save the Children has teamed up with popular online content creator and livestreamer TheKapFantastic. The influencer previously helped the charity raise over £5,000 earlier in the year, demonstrating both the fundraising potential of gaming personalities and the resonance of the charity’s message with their followers. This partnership serves as a proof‑of‑concept that high‑visibility creators can mobilise their communities for tangible impact.
Baxter emphasized that Save Point is just the beginning of a longer‑term strategy to cultivate relationships with gamers and streamers. "It would be incredible to reach more people in this community with information about the work we do and why it's important," she said. "I will consider it a huge success if we walk away from this event with a new crew of supporters who might want to game for us again because of their experience with us." The charity envisions a feedback loop where participants not only donate but also become ambassadors, spreading awareness about Save the Children’s programmes across gaming platforms and social media.
Because this is the organization’s first foray into a gaming‑centric fundraiser, Baxter highlighted the learning curve involved. "There are also a lot of learning opportunities in this event. This is our first time doing this type of fundraiser, so the feedback we get will be invaluable and help us shape bigger and better gaming events year‑on‑year," she noted. The insights gathered—from donation mechanics to audience engagement tactics—will inform future campaigns, potentially scaling up to multi‑day tournaments, charity esports leagues, or collaborative in‑game events with developers.
Baxter described gamers and streamers as "the unsung heroes of fundraising," pointing out that the gaming world is "setting a new, innovative standard" for charitable support. She argued that the shared love of narrative, imagination, and immersive experiences among gamers creates a fertile ground for turning virtual passion into real‑world impact. "There is an understanding between game‑lovers that we are a group of people who love stories, imagination and escaping to new worlds through the power of play. By turning our love of gaming into a force for real‑world, lasting change, we're demonstrating just how powerful and impactful the gaming community can be," she said.
Save Point is integrated into the broader "The One Delivery That Matters" campaign, slated to launch in November 2026. This campaign seeks to shift public focus from material gifts to essential supplies that children in crisis need during the festive period—items such as nutritious food, essential medicines, warm clothing, and safe shelter. Baxter underscored the stark contrast between typical holiday consumerism and the urgent needs of vulnerable children: "Absolutely anything you could think of can be delivered right to your door at the tap of a screen," she remarked. "But for millions of children this Christmas, it’s not toys or treats they’re waiting for – it's the deliveries that will save lives and protect childhoods." The Save Point event will run from December 5 to December 6, 2026.
Participants can sign up by registering their interest through the provided link, which will also supply guidance on setting up a fundraising livestream, selecting donation platforms, and promoting the event to their own audiences. By leveraging the interactive nature of live streaming—chat engagement, real‑time donation alerts, and community challenges—the charity hopes to create a dynamic fundraising environment that feels both entertaining and purpose‑driven. In addition to direct donations, the event aims to raise awareness about the broader mission of Save the Children, highlighting how even small contributions can be amplified through collective action. The organization plans to share stories of children whose lives have been transformed by the deliveries highlighted in the campaign, thereby humanising the abstract numbers and fostering a deeper emotional connection with donors.
Overall, Save Point represents a pioneering step for Save the Children, merging the rapidly expanding world of gaming with humanitarian fundraising. By embracing the creativity, community spirit, and technological fluency of gamers, the charity aspires to set a replicable model for other nonprofit organisations seeking to tap into digital cultures. If successful, the event could pave the way for a new era of philanthropy where play and purpose coexist, delivering both joy to participants and vital resources to children in need.