--- title: Player Acquisition for UK Prize Led Fundraising | Woods Valldata description: If you’re struggling with player acquisition for your charity lottery or charity raffle, discover how prize-led fundraising experts Woods Valldata can help. image: https://info.woodsvalldata.co.uk/hubfs/Image%20of%20business%20friends%20discussing%20brainstorming%20and%20ideas%20at%20meeting%20inside%20beautiful%20modern%20building%20place-1.jpeg --- [![logo](https://www.woodsvalldata.co.uk/wp-content/uploads/2023/04/logo.svg)](https://www.woodsvalldata.co.uk/) - [About](https://www.woodsvalldata.co.uk/about/) - [How we work](https://www.woodsvalldata.co.uk/about/how-we-work/) - [Our people](https://www.woodsvalldata.co.uk/about/our-people/) - [Compliance](https://www.woodsvalldata.co.uk/about/compliance/) - [Careers](https://www.woodsvalldata.co.uk/about/careers/) - [Services](https://www.woodsvalldata.co.uk/services/) - [Response handling](https://www.woodsvalldata.co.uk/services/response-handling/) - [Lottery](https://www.woodsvalldata.co.uk/services/lottery/) - [Affinity](https://www.woodsvalldata.co.uk/affinity-lottery/) - [Aspire](https://www.woodsvalldata.co.uk/services/lottery/aspire/) - [Advantage](https://www.woodsvalldata.co.uk/services/lottery/advantage/) - [Raffle](https://www.woodsvalldata.co.uk/services/raffle/) - [Fulfilment](https://www.woodsvalldata.co.uk/services/fulfillment/) - [Direct Debit](https://www.woodsvalldata.co.uk/services/direct-debit/) - [Data strategy](https://www.woodsvalldata.co.uk/services/data-strategy/) - [Case studies](https://www.woodsvalldata.co.uk/case-studies/) - [Resources](https://www.woodsvalldata.co.uk/resources/) - [Insights](https://www.woodsvalldata.co.uk/resources/?_resource_category=insights) - [Blog](https://info.woodsvalldata.co.uk/blog?__hstc=147199208.9e5ab3d8a0ca3a3f5a12ec2a1f7616ec.1686240030480.1687955986587.1687958199477.32&__hssc=147199208.7.1687958199477&__hsfp=3372006991) - [Events & webinars](https://www.woodsvalldata.co.uk/resources/?_resource_category=events-webinars) - [Glossary](https://www.woodsvalldata.co.uk/glossary/) - [My account](https://www.woodsvalldata.co.uk/my-account/) - [Get in touch](https://www.woodsvalldata.co.uk/contact/) ![woods valldata](https://info.woodsvalldata.co.uk/hubfs/Image%20of%20business%20friends%20discussing%20brainstorming%20and%20ideas%20at%20meeting%20inside%20beautiful%20modern%20building%20place-1.jpeg) # Player acquisition for UK prize-led fundraising Published by [Helen Halahan](https://info.woodsvalldata.co.uk/blog/author/helen-halahan) on Jun 4, 2024, 1:44:00 PM ## Struggling with a declining player base? Here’s where to go for raffle and charity lottery growth One of the biggest challenges facing UK fundraisers today in their prize-led programmes is a declining player base.   It's [not been an easy few years](https://info.woodsvalldata.co.uk/blog/the-impact-of-the-last-3-years-on-prize-led-fundraising) – firstly, the GDPR restrictions that came in around 2018 made cold mail recruitment significantly more challenging. Then, COVID-19 stopped face-to-face recruitment to the point at which that channel still hasn't recovered.   There’s no denying that fundraisers are feeling the effects. So, what can we do to grow our programmes and enable player acquisition for UK [prize-led fundraising](https://info.woodsvalldata.co.uk/blog/what-is-prize-led-fundraising)?  This is one of the topics we explored with leading fundraisers in our webinar [Prize-Led Fundraising Benchmarking and Trends Webinar (2024](https://info.woodsvalldata.co.uk/prize-led-fundraising-webinar-2024)) and this blog is a summary of that discussion.   So, we bring this to you with thanks to Helen Daw, Head of Partner Strategy at [Woods Valldata](https://www.woodsvalldata.co.uk/) and the expertise of:   Jenni Roberts at [RNLI](http://www.rnli.org/)  Kara Lynsdale at [St Barnabas House Hospices](https://www.stbarnabas-hospice.org.uk/)  Sally Newman at [PETA](http://www.peta.org.uk/)  ## Raffle Recruitment - A Changing Landscape One thing is for sure, charities need to look at ways to expand and diversify their recruitment strategies into [raffle](https://www.woodsvalldata.co.uk/services/raffle/).   While warm conversions from existing supporters can create additional engagement and increased lifetime value, charities should still be looking at ways to attract new supporters to the charity with raffle.   "It's still really worth exploring trying to bring new people in via raffle" explains Helen Daw, "They do go on to do other things, particularly legacy." This is something which has been highlighted by a number of fundraisers in the past, including [Rosie Fearon speaking back in 2021 about their programme at National Trust](https://vimeo.com/528307922?share=copy).      ### Warm Cross Sell Diving into raffle recruitment strategies, Helen Daw emphasised the growing significance of digital channels alongside traditional methods.   While direct mail remains significant in player acquisition, email campaigns, particularly during seasonal peaks like Christmas, have been growing in their effectiveness in retaining players and cross-selling to existing supporters.  ![Image of business friends discussing brainstorming and ideas at meeting inside beautiful modern building place-1](https://info.woodsvalldata.co.uk/hs-fs/hubfs/Image%20of%20business%20friends%20discussing%20brainstorming%20and%20ideas%20at%20meeting%20inside%20beautiful%20modern%20building%20place-1.jpeg?width=495&height=330&name=Image%20of%20business%20friends%20discussing%20brainstorming%20and%20ideas%20at%20meeting%20inside%20beautiful%20modern%20building%20place-1.jpeg) Warm cross-sell can be especially effective as a next-ask for cash supporters. RNLI use this approach effectively in their programme as Jenni Roberts illustrates:  "We do a big door drop at Christmas for our Christmas appeal... and then our quarter two raffle tends to be the next ask that they receive. And it's a nice second gift for people I think."  ### Digital Acqusition Moreover, the growth in digital channel use, spurred by the pandemic, is showing promising results. Around 14% of raffle play is now conducted online with promising [CPAs](https://www.woodsvalldata.co.uk/glossary/cpa/).   This is higher for some charities than others depending on their charity type, supporter base, and digital programme. Where it's working, charities have seen their [raffle player profile starting to diversify away from traditional raffle players](https://info.woodsvalldata.co.uk/blog/changing-raffle-and-lottery-audience-profiles).  ### Cold Direct Mail Cold mail had traditionally been the way to recruit raffle players at volume but with the introduction of GDPR regulations in 2018 its popularity waned.   In more recent years it has started to pick back up again. Data for Christmas 2023 raffle recruitment vs Christmas 2022 raffle recruitment shows that there was an uplift in both response rate and average gift from this channel which is promising.    What's more, there is a definite trend of people recruited by this method going on to play again within the first 12 months which is a real positive in this product type.   ## Weekly Lottery Recruitment - A Multifaceted Approach With it' higher lifetime value based on a regular giving model, [lotteries](https://info.woodsvalldata.co.uk/blog/5-ways-an-expert-provider-can-help-you-set-up-a-charity-lottery) offer a broader range of suitable recruitment channels, catering to different budget sizes and engagement preferences.   Face-to-face (F2F) recruitment remains a cornerstone for delivering volume with over 50% of the webinar participants saying that face-to-face is their main [lottery recruitment](https://info.woodsvalldata.co.uk/blog/4-quick-effective-tips-for-weekly-lottery-retention-and-acquisition) channel.  ### Growth of Digital But digital channels are rapidly emerging as viable alternatives with email and social media being the next highest for webinar attendees. Sally Newman explained that PETA's lottery recruitment, for example, has come almost entirely from digital acquisition with a recent test on off-line channels to warm audiences.  ![Happy girl friends with a laptop at the park](https://info.woodsvalldata.co.uk/hs-fs/hubfs/Happy%20girl%20friends%20with%20a%20laptop%20at%20the%20park.jpeg?width=554&height=369&name=Happy%20girl%20friends%20with%20a%20laptop%20at%20the%20park.jpeg) ### Lower-Cost Acquisition What's more, Helen Daw explained that it's not only the high cost, high-volume routes such as F2F and DRTV that charities should pursue:  "Make sure you're using your volunteers, your sites and any shops or if you run events where you could have posters with QR codes, leaflets to take away or someone (with a stand) signing people up.  You can use your newsletters or your warm DM (either postal or electronic) with a feature about lottery winners and a link or QR code to play. There are lots of opportunities out there, limited only by imagination."  ### The Benefits of a Mixed Approach A [mix of digital and traditional channels](https://info.woodsvalldata.co.uk/blog/exploring-the-dynamics-of-fundraising-channels), including F2F, organic and paid social media, direct response television (DRTV), leaflets, inserts and on-site opportunities such as posters presents charities with a plethora of options to grow their lottery recruitment efforts.   By leveraging a multifaceted approach, charities can tap into new audiences, [capitalise on familiarity](https://builtin.com/articles/mere-exposure-effect) and maximise player acquisition potential.  ## Attract, Don't Just Acquire We've talked a lot in this blog about acquisition but perhaps we should have been talking more about attraction.   Acquisition could be seen as encouraging support at a single point in time. But attraction is more about the start of a longer-lasting relationship with a supporter, with this instance simply being the first interaction in a longer-term engagement.   That way, if you can use prize-led as a way to attract new supporters to your charity and start them on a journey of building a meaningful connection, they are likely to stay with the charity for longer generating a higher lifetime value through genuine engagement.  Kara Lynsdale of St Barnabas House explains that for them, "what we thought was a very prize-led audience is actually quite engaged with our cause, so we have actually changed the way we market to ensure we are including a more cause-led creative."  By embracing digital innovation, diversifying recruitment channels, and prioritising supporter-centric approaches, charities can unlock new opportunities for growth and make a lasting difference in their communities. If you'd like to find out more about what trends like these are happening in prize-led, why not [watch the prize-led fundraising benchmarking and trends webinar on demand](https://info.woodsvalldata.co.uk/prize-led-fundraising-webinar-2024)!    ## Embracing Prize-Led With the Right Partner Ready to elevate your prize-led fundraising efforts and [future-proof your fundraising](https://info.woodsvalldata.co.uk/blog/7-ways-to-future-proof-prize-led-fundraising-for-uk-charities)? The friendly experts at Woods Valldata are here for you and there for your supporters. [Contact us](https://www.woodsvalldata.co.uk/contact/) today to explore our [charity lottery](https://www.woodsvalldata.co.uk/services/lottery/) and [raffle](https://www.woodsvalldata.co.uk/services/raffle/) services and unlock the full potential of your charity's initiatives.  Together, let's navigate the ever-changing world of prize-led fundraising and make a lasting difference in the lives of those we serve. We're your Partners in Possibility.  [![New call-to-action](https://hubspot-no-cache-eu1-prod.s3.amazonaws.com/cta/default/7160118/64d43182-b39b-4867-afbe-151dddfa6964.png)](https://hubspot-cta-redirect-eu1-prod.s3.amazonaws.com/cta/redirect/7160118/64d43182-b39b-4867-afbe-151dddfa6964) Tags: [charity raffle](https://info.woodsvalldata.co.uk/blog/tag/charity-raffle), [charity fundraising](https://info.woodsvalldata.co.uk/blog/tag/charity-fundraising), [Raffle](https://info.woodsvalldata.co.uk/blog/tag/raffle), [Lottery](https://info.woodsvalldata.co.uk/blog/tag/lottery), [charity gaming](https://info.woodsvalldata.co.uk/blog/tag/charity-gaming), [Income Generation for Charities](https://info.woodsvalldata.co.uk/blog/tag/income-generation-for-charities) Please share this blog... - [mailto:?body=https://info.woodsvalldata.co.uk/blog/player-acquisition-for-uk-prize-led-fundraising](mailto:?body=https://info.woodsvalldata.co.uk/blog/player-acquisition-for-uk-prize-led-fundraising) - - [Back to Blog](https://info.woodsvalldata.co.uk/blog) ### Categories ### Archives - 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Company number 03665861, VAT number GB991231322 - [Privacy](https://www.woodsvalldata.co.uk/privacy-policy/) - [Cookies](https://www.woodsvalldata.co.uk/cookie-policy/) - [Terms of use](https://www.woodsvalldata.co.uk/terms-of-use/) - [Site map](https://www.woodsvalldata.co.uk/site-map/) [![Resolution design logo](https://resolutionlabs.co.uk/cdn/resolution-dot-white-logo.svg)](https://resolutiondesign.co.uk) ## Affinity [Affinity Lottery](https://www.woodsvalldata.co.uk/affinity-lottery/) is the ideal solution for charities looking for the joys to be had in acquiring and building relationships with players without the operational administrative burden.  This option enables your charity to increase player acquisition and boost your fundraising from the very first draw – with a prize fund with a £25,000 top prize at no cost or risk to your organisation. Perfect for: - Testing if lottery is right for your charity - When charity admin and financial resources are limited - Charities and societies of any size **[Book a demo.](https://meetings.hubspot.com/gemma-ward?__hstc=147199208.9e5ab3d8a0ca3a3f5a12ec2a1f7616ec.1686240030480.1687955986587.1687958199477.32&__hssc=147199208.1.1687958199477&__hsfp=3372006991)** Find out if Affinity Lottery is your perfect fit. [Get more info on Affinity Lottery including our ROI calculator](https://www.woodsvalldata.co.uk/affinity-lottery/) ## Aspire Owned by you and managed by us, Aspire Lottery is perfect for charities and not-for-profits looking to increase regular giving income from a different type of supporter.   Your Aspire lottery is unique to you, perfectly matched to your cause and ready to go to deliver increased fundraising income to your charity.  Perfect for: - Quickly and easily setting up your own lottery - Migrating a small to medium sized lottery to a more intuitive platform **[Book a demo.](https://meetings.hubspot.com/julia-seidel?__hstc=147199208.9e5ab3d8a0ca3a3f5a12ec2a1f7616ec.1686240030480.1687955986587.1687958199477.32&__hssc=147199208.1.1687958199477&__hsfp=3372006991)** Find out if Aspire Lottery is your perfect fit. [Get more info on Aspire Lottery](https://www.woodsvalldata.co.uk/services/lottery/aspire/) ## Advantage Advantage Lottery is the best weekly lottery product to take you and your fundraising efforts to a higher level!   It’s customisable and adaptable to fit with the growth needs of your programme and offers greater freedom in how you run your lottery, whilst giving you everything needed to help it reach its full potential.  Perfect for: - Charities who want to make their lottery unique - Migrating a medium to large sized lottery to benefit from Woods Valldata’s experience and expertise **[Chat to us.](https://meetings.hubspot.com/julia-seidel?__hstc=147199208.9e5ab3d8a0ca3a3f5a12ec2a1f7616ec.1686240030480.1687955986587.1687958199477.32&__hssc=147199208.1.1687958199477&__hsfp=3372006991)** Let’s take your lottery to the next level. [Get more info on Advantage Lottery](https://www.woodsvalldata.co.uk/services/lottery/advantage/)