Building a Database with Lotteries
Raffle & Weekly Lottery Specialists
Speakers
• Jason Haigh-Ellery
Chairman – cfp
Director – The Lotteries Council
Jonathan Pannaman
Client Development Manager – cfp
Director – The Lotteries Council
Raffle credentials
• Registered External Lottery Manager (ELM) with the
Gambling Commission
• Provide lottery services for 34 large, medium and small
charities
• In the past 12 months, cfp helped clients to raise almost
£30m in lottery earnings
• In the past 12 months cfp directly handled over 30 million
lottery packs and printed over 360 million lottery tickets
• Mail in the region of 8,000,000 cold names per year
• Work with clients in mainland UK, Northern Ireland,
America and Australia
Raffles – an untapped activity
• Significantly higher proportion of
people in Northern Ireland
donate than anywhere else in
the UK
• Raffles remain relatively
untapped here
• Incentivised giving generates a
good return in difficult economic
times
• Achieved ROI on cold
recruitment of 1.00+
Raffle & lottery legislation
• The Betting, Gaming, Lotteries and Amusements (NI)
Order 1985
Main regulations are:
–
–
–
–
–
–
–
–
–
Maximum ticket price is £1.00
Top prize is £25,000 or 10% of proceeds (which ever is greater)
Maximum sales per lottery is £80,000
Maximum sales per year £1,000,000
Prizes must not exceed 50% of proceeds
Expenses are 20% below proceeds of £10,000
Expenses are 15% above proceeds of £10,000
Not to be sold to anyone under 16 years of age
Lottery licence from the local County Council (cost £35)
Raffle & lottery legislation
• There was a huge increase in lottery registrations when
GB legislation changed to include:
80/20 rule
£4m max income per draw
£10m max income per annum
• 38% increase in 2 years to more than 600 registrations
• When legislation changes in NI the same could happen
• Those already up and running will have an advantage
Case study
We are grateful to Age NI for allowing us to share
information about their raffle with you.
Case study:
Started with a warm database of 28,000 records
Commenced cold acquisition programme
mailing 20,000 names
Raffle mailing sent out twice in the first year and
3 times in subsequent years
Pack specially designed to ensure the client
complies with expenditure ratio legislation
Case study:
Case study:
Case study:
Case study:
Case study:
Case study:
Case study: Client A & Client B
•
•
•
•
Client A
Mailed 32,498 cold names in their first NI raffle
5% response acquiring 1,641 new raffle players
Income was £22,590 at a cost of £21,991
ROI of 1.03
•
•
•
•
Client B
Mailed 33,467 cold names in their first NI raffle
7% response acquiring 2,339 new raffle players
Income was £29,934 at a cost of £23,551
ROI of 1.27
Additional incentives
• Fast Entry Draw
Respond by a certain date to be entered into an
additional draw for a cash prize. This works well on cold
lists
• Super Seller Draw
For each full book of tickets sold and returned, the seller
has a chance allocated in an additional draw for a cash
prize (£500)
• New Recruit Prize Draw
Additional free draw to colds supporting for the first time
Additional incentives
• Increased 1st prize
With more charity raffles entering the market, how can
your raffle stand out?
• Offering a larger 1st prize will increase response rates
and average remittance from both warm and cold lists
• Apart from the increased prize fund, all other costs
remain the same. The additional income should more
than cover the increased expenditure and help to grow
your database more quickly
Making the most of new recruits
• Raffle recruits should be approached for other areas of
fundraising and should join your upgrade programme
• Cold recruits can be tele-appended and called to try to
secure regular gifts by direct debit in support of your
charity
• If, say 6,000 new names are recruited in the first year,
and 60% can be tele-appended, then 3,600 names could
be called. If 10% (after repeat calls) agree to take out a
direct debit at an average of £5.00 per month, then an
additional £21,600 can be generated per year
Raffle & lottery limitations
• There are only 645,000 households in Northern Ireland
• The availability of cold names does begin to become an
issue over time
• We strongly recommend starting or developing your
raffle strategy
• Get in there before the market becomes saturated
• Take advantage now of the good response rates
Here to help
For more information please contact:
Jonathan Pannaman
jonathan@cfpdata.co.uk
+44 (0)1628 828283
Thank you for listening.
Any questions?...
Charity Funding & Promotion
8 Grove Park
White Waltham
Maidenhead
Berkshire, SL6 3LW
England
www.cfpdata.co.uk