A Degree of Success The Hospice Lottery Partnership

A Degree of Success! The Hospice Lottery Partnership Helen Elliott & Tom Barrett

Introduction – Why look at Hospice Lotteries? 43% of hospice lotteries reported a decrease in their in-draw membership between December 2010 and May 2011. Lotteries are a vital regular predictable source of funding for Hospice Income Generation Teams Tom’s report evaluated traditional marketing tactics and objectives used to promote membership to the general public, and made recommendations for hospice lottery growth.

Introduction – Why look at Hospice Lotteries? 43% of hospice lotteries reported a decrease in their in-draw membership between December 2010 and May 2011. Lotteries are a vital regular predictable source of funding for Hospice Income Generation Teams Tom’s report evaluated traditional marketing tactics and objectives used to promote membership to the general public, and made recommendations for hospice lottery growth.

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Three main benefits to a subscription lottery. . . • The major benefit of a subscription lottery is that the revenue streams are secure, predictable and unrestricted. • Lotteries offer people an opportunity to provide financial support in return for a chance to win a prize. This differentiates lottery players from regular givers or individual donors who give to the organisation unconditionally. The lottery revenue is therefore in addition to all other income streams and does not replace or have a negative effect on other forms of fundraising. • Lottery players can be encouraged to become regular givers through an appropriate donor development programme, and harvested over a period of time.

Defining the target market & market segmentation • Lotteries need to understand who their regular subscribers are • By understanding their existing customers they can develop new products and attract new customers • New customers can be attracted through promoting – Gift Subscriptions – Single tickets – Prize Draws “A segmentation strategy has the advantage of allowing businesses to tailor their product and entire marketing effort to a clearly defined group with uniform, specific characteristics”

Case study – The Hospice Lottery Partnership has a combined live and cancelled database of 57, 591 customers, 27, 000 of these are currently live and paying. (Figures correct at 14/08/12)

Case study – The Hospice Lottery Partnership Key Facts > Most of the individuals on your file are Female (65. 39%)

The Hospice Lottery - Demographic 65% Female 40% Aged over 65 (above UK average for lottery players) 56% Married The Majority: • Fall within £ 20 -29 k salary bracket • Elderly lifestyle • Owner occupiers

We know who our Lottery Players are – so…. We need to devise new recruitment strategies to target these segments and ask them to join their local hospice lottery We need to make sure that our customers know that about our products – advertising, exhibitions, internet activity, point of sale? So Tom’s recommendation is to develop a Digital Marketing Strategy and online presence to make sure we are getting the most members within your catchment area

Digital marketing – SEO – Recommendation 1 “Search engines are the number one way for internet users to find information they are searching for. The internet carries so much information that these engines have become indispensible in the process of finding content and as such they can make the difference between your website succeeding and failing”

Recommendation 1 Digital marketing via search engines

Search Engines – What do we need to do? • Make sure the wording on your website is well written, with easy to navigate pages • Interesting information on website with regularly updated, relevant content • Links to and from other websites • Use of relevant keywords that are specific to hospice lottery products For example: “Hospice” 1. 5 m global monthly searches “Lottery” 37. 2 m global monthly searches (local 300, 000) (local 13. 6 m)

Digital marketing – SEO & Keywords

Recommendation 2 Search engine “Pay Per Click”

Pay Per Click – Main Advantages Powerful The world’s most used search engines direct users straight to the charity. Flexible Advertisements are tailored to the charity’s specific needs. Targeted The charity can target their specific demographic. Manageable Review key words on a regular basis to ensure good results. Cost effective Lotteries only pay when users actually click on an advert to visit their website – these are known as sponsored links or adverts

Next Steps Remember Gambling Commission Compliance and regulations. They should be your first point of contact for information on remote licences: Gambling Commission Victoria Square House Victoria Square Birmingham B 2 4 BP T. 0121 230 6666 Email: info@gamblingcommission. gov. uk

Summary Most common lottery recruitment methods Website promotion, Retail shops Retail outlets …showed worst results Most successful recruitment methods Door to door sales (commission) Telemarketing Door to Door sales (agency)

Summary Most common lottery recruitment methods Website promotion, Retail shops Retail outlets …showed worst results Most successful recruitment methods Door to door sales (commission) Telemarketing Door to Door sales (agency)

Recommendations for Growth • Conduct customer research to identify what influence them to buy a lottery membership, why hospice lottery, thoughts on your product and service • Digital marketing, natural search – maximise the number of members in your area by targeting personal demographics using hospices websites with keywords to gain a high ranking on search engines. • Digital marketing, paid search – Pay per click advertising allows hospice lotteries to target potential customers actively searching the internet for products offered by hospice lotteries, by implementing a paid search strategy, hospice lotteries could see an additional net income per year of £ 106200. (40 new members a week)

In Summary

Q&A Helen Elliott General Manager Michael Sobell Hospice T. 01923 844 727 E. helliott@michaelsobellhospice. co. uk Tom Barrett Lottery Administration Manager The Hospice Lottery Partnership T. 01442 891 459 E. tombarrett@hospicelottery. org. uk