Direct Mail Lottery
A counterfoil lottery, or "raffle" is a great way to engage current and potential supporters with a good cause. Though a fairly common feature of many fundraising programmes, few organisations have yet to recognise the potential for this technique to be used proactively to drive both income and supporter recruitment.
With the right approach it is possible to develop a lottery programme with a direct return on investment in excess of 2:1 and a critical contribution to other income areas: In one example lottery recruits developed into half of all known legators.
Getting it right involves managing these key criteria:
- Identify the best of past buyers to re-promote. Don’t waste money mailing people who are not likely to respond.
- Finding the most responsive new prospects. The best people are not necessarily found in charity lists.
- Make the offer attractive. How do the prizes look in relation to the ticket cost?
- Develop an effective mail pack. This can be tricky as the production process for the most successful execution is complex. Certainly "cheap" is unlikely to be "cheerful" when reading the nett income line.
- Analyse the results. Being able to do this productively means the campaign structure, including any tests, was correctly designed from the outset.
- Compliance with the regulations: Lottery law is complicated and lottery promoters have numerous duties and constraints which have to be recognised.
We have almost two decades of combined experience in dealing with all of the issues in successful lottery promotion and can help you in any and all aspects from designing and operating a complete programme, to helping reinvigorate an existing raffle scheme.
Our services include all the elements needed for a complete solution:
- Strategy
- Data analysis, location & targeting
- Print production
- Creative briefing
- Compliance advice
- Transaction processing
- Test design and analysis
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To give you an idea of the kind of income which our lottery programme can deliver, take a look at the income calculator. Tell it how many supporter records you’ve got available to kick the project off and then hit recalculate. Obviously these figures are based on a lot of assumptions and are only indicative of what might be produced. Contact us if you’d like to see a bespoke campaign projection, based on the circumstances of your own organisation. |
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