Weekly lottery is one of the fastest growing fundraising products within the third sector. And now with ready-to-go platforms like Affinity Lottery making setting up a weekly lottery easier than ever, the real challenge is in recruiting the right players for your programme.
Acquisition should not just be about the volume of players recruited, but also about subscribing the right type of players to the lottery. Over time, this will increase return on investment (ROI) and lifetime value (LTV) as they will keep giving to your charity for longer.
In this blog we will look at 4 top tips for weekly lottery acquisition that will help deliver the best LTV for your charity.
If you're a charity fundraiser working in raffles and weekly lottery, you might find our Prize-Led Fundraising Benchmarking and Trends webinar of interest which is now available on-demand.
Think about how you want to approach building your weekly lottery player base. Consider:
We all want to feel like the chance of winning is realistic when we play a lottery. Think about how you can make winning feel more tangible for your target audiences.
In times of recession, prize-led fundraising has often remained stable because of the perceived chance of winning something in return for support. This hope is a powerful motivator to play. Not only show what can be won but show who has won in the past – include photos, quotes, maps of winners, total paid out in prize fund etc. Making winning tangible and something that feels achievable will encourage play.
Increase the number of opportunities to win by increasing the number of runners up prizes. These don’t need to be big prizes and they don’t need to be cash prizes. As more charities are offering lotteries, players are perhaps comparing which will offer the best win-rate. Making that increased opportunity to win more obvious could help make their decision to play your lottery clearer and easier.
Make the most of your fundraising efforts by running a single campaign across multiple media. We are all consumers of multi media touchpoints each day, from F2F, DRTV, mail, social media, on-site and so on. By having a single message we can make each and every one of those touchpoints work harder.
That’s not to say you can’t test within your campaign. By continuously testing your acquisition programme you can keep improving and making your budget work harder. Some areas to test might include:
Although it’s tempting to just start recruiting, it is worth planning who you’re targeting, how you’re going to go about that, what are you going to say and when you’re going to do it. You need to start with your objectives and use the tools you have to hand to get you started.
Working with a weekly lottery partner like Woods Valldata offers you access to specialist strategic support to help you get started and build your programme over time. Our strategic partnership with Guide Dogs as their weekly lottery partner has helped them consistently grow their weekly lottery.
When you work with us on your weekly lottery, we can work together to:
- review your data, profile your audience and make segment targeting recommendations
- Create a comprehensive testing programme looking at how best to meet your weekly lottery objectives
Plus our response handling for weekly lottery is second to none, working seamlessly with your third party suppliers to get your new lottery subscribers signed up and playing as fast as possible.
Sound like a winning combination? Let’s do it together! Drop us a line to set up a meeting today. We can’t wait to get started.