Growing Lottery – The Easy Way

Redwings is the UK’s largest horse charity, responsible for over 2,000 horses, ponies, donkeys and mules, and funded solely by supporter donations. Their aim is to provide and promote the care and protection of all horses and donkeys by offering a place of safety to those in need, rehoming those with the potential for a fulfilling life outside the Sanctuary, and educating owners and future generations about the value of horse welfare.

Goal

Redwings know their supporters well. Following a review of their fundraising activities, they identified some gaps in their portfolio that might appeal to both their existing supporter base and new supporters. Redwings have a strong raffle base. They also have a strong and loyal social media following who are currently not financially supportive. They know that prize-led engages their supporters, but how could they connect with their social media base to encourage giving? After significant research Affinity Lottery from Woods Valldata offered the perfect fit: a mix of digital platform driven, regular giving-based, and prize-led giving centred.

Success

• 60 players recruited 5-weeks from launch without any ad spend
• Strengthened collaboration with fundraising comms bringing such a strong product to market
• Simple and straight-forward handover of platform to the operational team

Our Approach

Audit

Once the decision was made to progress with weekly lottery, Redwings researched the market. Affinity Lottery from Woods Valldata was the perfect fit. Compliant, easy to use, low up-front investment and high potential returns. Plus additional support from the friendly team and guide-based resources meant that questions could quickly be answered.

Implementation

In the first five weeks, Redwings recruited 60 new weekly lottery players with only organic channels. With such a promising start they’ve created an income generation plan for the future including donor journeys and looking at how to present their new offering for acquisition and retention.

Affinity lottery is a completely new product for Redwings. This has given them the opportunity to work collaboratively across the organisation, particularly with fundraising comms, to ensure a strong future push for lottery for new and existing audiences. And it’s got their creative juices flowing, relishing the opportunity to have some fun and be a little more light-hearted with their messaging.

What’s more, once the fundraising team had launched the product it was an easy handover to the operational team at Redwings. It took minimal training to get them up and running on the platform which is super intuitive to navigate and use.

Whatever your requirements we are sure to be able to help