How RNIB and Woods Valldata boosted weekly lottery player numbers by 147% in just 2 years
Read this case study to see how RNIB and external lottery management company Woods Valldata delivered market-leading innovation in their weekly lottery offering. By providing players with more fun, flexibility and choice, this partnership resulted in a 147% boost in player numbers in just two years!
Goal
RNIB and Woods Valldata had previously worked together on the set-up of the charity’s weekly lottery. However, with increased charity lottery competition, RNIB were looking for the next innovation to attract and retain their players with an easier sell-in proposition and more player interaction.Our ApproachAuditA review of Key Performance Indicators (KPIs) and the RNIB supporter profile in 2014 identified that players would respond well to a more interactive lottery approach, with more opportunities to play through digital channels and a clearer payment structure.
Our Approach
Audit
A review of Key Performance Indicators (KPIs) and the RNIB supporter profile in 2014 identified that players would respond well to a more interactive lottery approach, with more opportunities to play through digital channels and a clearer payment structure.
Recommendations
Following the audit, we made the following recommendations:
- Migrate to more digitally friendly Lotto lottery product which had recently been developed by Woods Valldata, meaning players could have the options to ‘choose your own numbers’ or have a ‘lucky dip’.
- Build and launch a nifty RNIB Weekly Lottery App which you shake for new numbers and experience each draw live.
- Rebrand the lottery to re-energise the programme making it feel even more fun and joyful.
- Enhance the supporter journey.
- Implement variable Direct Debit payment structure.
Implementation
We migrated the existing lottery to our new lottery product to give players more control over their play – making it more robust, flexible and scalable.
System development meant that we could facilitate the recommendations, all controlled by the player online or via an innovative new app.
One of the pivotal changes to make this possible was to switch players from a static Direct Debit of £4.34 per chance per month to an easier-to-explain variable, Direct Debit, depending on the number of draws in the calendar month.
This change required simultaneous player migration to a new system, which was subsequently achieved without any issue or disruption to the supporter.
Continuous Improvement
As RNIB’s chosen external lottery management company, Woods Valldata is still partnering with RNIB on their weekly lottery programme. In this way, we ensure that the RNIB weekly lottery continues to be one of the leading charity lotteries in the UK.
Some recent successes include:
- a reduction in the ‘no show’ rate of 23% by implementing a new, more engaging, welcome pack
- reducing 12-month attrition by 41% through the implementation of an offline nursery program
and what was the result?
The major transition from RNIB’s traditional charity-style lottery product to a more interactive and supporter-centric lottery model was an instant success. was an instant success. The lottery:
- grew by 52% within the first year, and a further 63% in the second year
- achieved a total of 147% growth in the two years after moving to the new style lottery
Looking for an external lottery management company to work with your charity?
RNIB is just one of the many fantastic not-for-profit organisations that we’ve helped to achieve their fundraising goals through prize-led initiatives here at Woods Valldata. If you would like to see similar results for your charity, we’d be more than happy to partner with you!
It all starts with booking your free consultation with one of our expert team. Follow the link below to get started…
Whatever your requirements we are sure to be able to help
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