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493% increase in players chances in last 10 years

The close ongoing partnership of Guide Dogs and Woods Valldata has built an industry-leading weekly lottery programme from humble beginnings.


With declining player volumes and a stagnant weekly lottery programme, Guide Dogs identified that they needed a partner with the passion to refresh their fundraising channel and the expertise to develop it into a significant income stream.


The success of the Guide Dogs weekly lottery continues to be founded in the long-lasting relationship between Guide Dogs and Woods Valldata.

  • Acquisition channels increased from 1 to 6*
  • Number of players increased by 238% between 2009 and 2019 and chances by 493%
  • Cold CPA telephone fundraising exceeding targets by 25% per month

* Introduced TM, F2F, online, press and events to add to DM acquisition.

Our Approach

We managed the migration process of both raffle and weekly lottery from beginning to end keeping fundraising, finance and data teams up to date with progress throughout. Precision planning was the key to its success with a clear timeline and indication of responsibilities, split between Guide Dogs, their previous supplier and Woods Valldata. Key elements included: Detailed data specifications provided at the start Robust testing of data imports and exports Dummy draw run in parallel with last live draw with the previous supplier Programme migration within 5 days to be up and running for next live draw. The process ran smoothly and successfully and all involved were pleased with the ease of its transition.

Continuous Improvement

We continue to be passionate about innovation for Guide Dogs’ weekly lottery to deliver cost-effective results and continuous growth. Recent innovations include:

  • Review and development of welcome packs to drive stewardship and retention
  • Emergency implementation of new channel (restriction on F2F due to COVID-19) achieved in 2 days

We know that ease of communication, reporting and data transfer, supported by a knowledgeable and service-oriented account management team has been fundamental to the success of Guide Dogs’ revitalized Weekly Lottery.

What our client had to say

a dog resting his head on a laptop