Prize-led fundraising is on the increase. (See why in my previous blog)
Lottery Managers, and Fundraising Heads own the ‘lottery channel’ and there are some very mature, very successful programmes in the sector.
Technology has been on the catch up in this area, but it exists to make it easier for charities to promote their games, and for today’s player to get involved.
Here’s some ideas to raise money for other fundraising teams, reach new audiences, permission their data and keep your charity compliant.
Corporate Partner Staff
In multi-site businesses, and with the increase in remote working, getting all the staff together for a fundraiser is increasingly difficult without technology.
Add a prize and a place to buy tickets such as a widget on the intranet, or easy payment links in emails and all staff can get involved. You could spice it up and introduce competition between departments with tracking, bonus prizes, and a running total of funds raised as you go.
We do see corporate partners taking this on themselves from time to time, resulting in non-compliant campaigns. Empowering your corporate team to use a platform approved by the lottery team means they can add this to new pitches and motivate existing partners to fundraise more.
Corporate Partner Customers
Your corporate partners want to shout about their brand and yours together to the public, and their customers which they can do with a co-branded microsite.
Make the branded raffle or lottery look like theirs for your charity’s benefit, and the likelihood of them pushing it out to their customer channels increases.
A cause-related ‘money buys’ on how 3 levels of ticket purchase helps your charity will increase your basket size / tickets sold and encourage that all-important opt-in.
Events with high footfall
Within Community and Special Events teams, there are lots of opportunities to fundraise face-to-face. A value exchange (the prize) makes it a gentler fundraising ask.
The old nightmare of paper tickets and cash – keeping track of the money and staying compliant – are removed when you have a live digital record of every ticket sold and e-tickets emailed to players through an app with contactless card reader.
Contactless card readers provide the opportunity to sell higher numbers of tickets and make each transaction quicker so your staff / volunteers can get process more transactions.
The opt-in to hear more about your charity can be an even higher % with the F2F app than it is online.
Above the line advertising
SMS donations transformed charity billboards and TV advertising, but up to now ticket sales through SMS haven’t been either compliant or affordable as they required a premium rate SMS.
This is all about to change with the advent of the Lottery Short Code. Supporters will be able to SMS to directly pay for their ticket, which can be recurring, coupling the ease of SMS with the incentive of a prize. More on SMS here.
Opportunistic digital media campaigns
Sometimes charities get offered some great prizes and if they don’t have an event coming up it sits in someone’s office until another time.
Having an agile platform where you can throw up a branded web page, just for that raffle, is a tactic which can help your marketing team find new supporters - people who would be interested in a. the prize and/or b. the charity.
This is a particularly effective way of converting your inactive social followers into active supporters.
You can also use your Google free media spend to deliver new visitors and track the conversions and opt-ins.
Hope you found the summary useful. If you are interested in running any of the campaigns listed above, drop me a line at email@example.com
I'm busy working on my blog posts. Watch this space!