Summary
We have created this pack to assist you in your marketing efforts for celebrating and promoting
your lottery’s birthday. It is a good idea to provide a press release, a news article on your site,
social posts to your lottery pages and promote this wherever else you can. We have provided
some templates you may wish to use or adapt to help with this. Along with other ideas you may
wish to consider.
Birthday ideas
- Community fund:
Announce the plans for any grant scheme from the funds raised from the
community pot or how the funds will be used. Gatherwell can provide a ‘thank you’ style
email announcement to supporters on the platform and another to good causes – just
speak to your account manager.
- Survey your live good causes:
with questions for them to tell you how the funds have helped
and ask them to provide an image. Let them know that the survey responses could lead to
some FREE PR and provide examples of what this might looks like so they can appreciate
the value of the survey and give it their all! Use their responses to create articles for a press
release, internal comms, social posts and anything else you can access to help celebrate
the success of your lottery and promote it to new good causes. If you want a hand thinking
up some questions, or to bounce ideas, please speak to your account manager.
- Good cause launch:
Use the birthday as an opportunity to thank the good causes for their
support and invite potential new good causes along as part of ongoing good cause
acquisition (face-to-face or virtual event). This will help bolster the morale of the good
causes already on the platform.
- Produce claim codes to hand out at events, or send in email campaigns, for a more "boots
on the ground" approach to lottery advertising and celebrating the birthday with a free
‘chance’ to redeem on your lottery.
- Run a local bolt- on prize- Is there an extra prize such as an ipad or shopping vouchers you may wish to raffle off as part of your celebration. Raffle Guide
Testimonials
It is a good idea to seek out some testimonials from good causes and local councillors to use in
your PR. It will go a long way in gaining supporter buy in and will also help promote the great
benefits of the lottery to other local good causes.
Email template for good cause testimonial
Hi XXXX
It is coming up to XXXX lottery XX birthday and I was hoping to ask for a few words from you to
use in some PR about the lottery and your good cause, INSERT GOOD CASE NAME. I will be
looking to promote this on the lottery Facebook page, lottery webpage and in other outlets to
celebrate and promote the lottery as a fundraising solution and to specifically highlight your good
cause and the support you provide to the local community. The idea is that this also helps to
promote your good cause too.
Please could you provide the below:
Permission to use your name: (you can remain anonymous if you prefer) yes/no
Your position at the cause?
Tell us a bit about your cause and the work you carry out within the community:
How did you hear about the lottery and what made you decide to join?
Is there a particular project or service you are hoping to raise funds for?
How has joining the lottery benefited your cause?
What advice would you give to other causes thinking of joining the lottery?
Press Release
You can use the below template for a press release and on your lottery news feed. Once you have
posted it to the news feed you will be provided with a URL. You can find out more on how to use
your lottery news feed NEWS GUIDE
Press release template
XXXXXX Lottery Celebrates Its XX Birthday!
Since its launch, the XXX Lottery has raised almost/more than {insert ‘total cause revenue’ from
the ‘history’ section of the operator dashboard} for the local community and more than {insert
amount from the download on the ‘winners’ tab of your operator dashboard, include the 3 free
tickets at 60p each batch too!} has been given away in winnings. So far more than {insert no. of
live good causes on your lottery} local groups have signed up as part of a fun and effective way to
raise funds for their valued services in the community.
You can win weekly cash prizes up to the £25,000 jackpot for just £1 per ticket and if you enter
before the XXX you will also be in with the chance of winning {insert national bolt-on or local prize
information if you have one}.
XX% of the £1 ticket goes directly to the cause of your choice with a further XX% going to the
community fund, which is used to further support local good causes.
{insert image/photo – if you have one}
{NAME OF GOOD CAUSE CONTACT} said:
{GOOD CAUSE TESTIMONIAL}
The Council’s Leader Cllr XXXXX said:
{CLLR TESTIMONIAL}
Good causes not only benefit from receiving XX% of the profits from ticket sales from their page
they also receive a host of marketing materials as well as their own XXXXX Lottery web page! Are
you a local not-for-profit group looking to diversify your fundraising income in a fun and effective
way? Or, maybe you know of a PTA, sports club, or other charity that it looking for a sustainable
way to raise funds? Good causes can sign up for FREE at any time, it’s so easy to do – simply
visit {insert the URL of your lottery web page} to register.
Right click and "save as" on the relevant year for an image to use with your article, social posts and any other PR.
Social post
We recommend posting an article to the ‘news’ section of your lottery website and then posting to
your social media pages with links to this article to drive traffic to the lottery website.
Social post template
Help us celebrate XXX lottery XXX Birthday! Read more using the below link:
(insert the link to your lottery news feed form the article you posted)
The lottery helps support local communities with XX% of all ticket sales going directly to support
local good causes here in XXXXX. What are you waiting for? Register to use the lottery to raise
funds OR buy tickets to support a local good cause here (insert the lottery URL)
#community #onlinefundraising #sustainable #lottery #noupfrontcost #charity #notforprofit
What have other operators done to celebrate
Oldham Community Lottery 1st Birthday Celebration (click the links below)
Oldham Community Radio case study video
Shared with local press contacts, featured in e- bulletins and SOCIAL MEDIA POST to be shared by press contacts via their FB profiles
Our Breckland Lottery 6th Birthday Celebration (click the link below)
Mole Valley Community Lottery 1st Birthday Celebration (click the link below)
Cheltenham 3rd Birthday Celebration
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