Read this case study blog to discover how, by teaming up with the external lottery managers at Woods Valldata, Independent Age launched a brand-new weekly lottery programme that took fundraising for their cause to new heights!
It’s no secret that lottery plays a powerful role in charity fundraising.
In fact, weekly lottery has seen a huge rise in popularity over the last few years, with more and more charities jumping on the bandwagon to make the most of the amazing fundraising benefits that a lottery can bring!
… and one such charity was Independent Age.
Introducing Independent Age
Independent Age (IA) is a charity that provides free information and advice for older people and their families on care, support, money, benefits, health, mobility, friendship and loneliness.
In 2015, IA launched an ambitious five-year strategy to expand these services, as well as their campaigns and public engagement activities to boost the positive impact they had older people missing out on vital support. Since then, they have helped over one million elderly people across the country!
However, with ambitions to push their success even further, they realised that it was essential recruit new supporters – and that new fundraising activities were the ideal solution.
Following thorough research and careful consideration, IA concluded that face-to-face, digital and lottery programmes were the way forward for supporting their charity’s cause.
The next step for the charity was then to find recommended and experienced external lottery managers who could support them with setting up and running a lottery campaign – and this was when they found Woods Valldata!
“We chose Woods Valldata for their industry knowledge and experience. They are considered to be the leaders in the field. We felt like we were in safe hands, and that was really reassuring.”
– Sally Sheehy, Head of Individual Giving and Legacies, Independent Age
So... how did we go about setting up and running IA’s successful weekly lottery campaign?
1. Running an initial consultation
Here at Woods Valldata, we know that every charity is different, and that there’s no such thing as “one size fits all” when it comes to setting up and running a charity lottery.
The first step in our process was therefore to sit down with the fundraising team at IA to assess their requirements, and gain a complete understanding of what they were hoping to achieve.
In summary, they were looking for:
a lottery unique to them – i.e., no pooling with other charities
An external lottery manager with a strong support structure, where guidance, advice and “hand-holding” could be provided
a suitable product to help their small charity get off the ground
a complete end-to-end service all under one roof with one point of contact
a supplier who could provide insurance for top-prize pay-outs in order to reduce expenditure
an attractive price-point
a channel/product which connected well to their new face-to-face recruitment drive
… and we were delighted to confirm that Woods Valldata ticked all the boxes!
2. Selecting the perfect lottery package
From the in-depth consultation we had, Woods Valldata determined that, as a charity wishing to test the concept of a lottery for their brand, the best lottery package and approach for IA would be our Aspire Lottery.
In short, the Aspire Lottery:
is owned by the charity, but managed by Woods Valldata
engages new supporter segments with customisable sign-up pages
includes a charity-designed prize fund with a £20,000 top prize
is attractive, quick to roll out, and provides results in just weeks
We also provided a comprehensive support package to IA with a low-risk prize structure, which gave them the protection and confidence they needed to branch out into this new world of gaming.
3. Setting up and launching the lottery
From point of concept to the draw date, we were able to get IA's lottery up and running within just six months – smoothly, and utterly pain-free!
“The Weekly Lottery implementation was project managed by one of Woods Valldata’s experienced Business Analysts who ensured that key milestones were met, especially during the on-boarding process and the first draw date, both of which ran very smoothly and were pain-free – we even had a winner of £1,000!
“Launching the weekly lottery was a complex project and a labour of love for the team at Independent Age. The Aspire Lottery product allowed us to minimise the risk in investment often associated with launching a stand-alone lottery, so we were able to plan our acquisition spend across the year.”
- Sally Sheehy, Head of Individual Giving and Legacies, Independent Age
And what was the outcome?
We’re thrilled to report that IA’s “Friday Flutter” weekly lottery truly exceeded expectations!