Using Weekly Lottery to Increase Regular Giving Income

The National Brain Appeal provides much-needed funds to support The National Hospital for Neurology & Neurosurgery and the UCL Queen Square Institute of Neurology – together known as Queen Square. This is one of the world’s leading centres for the diagnosis, treatment and care of patients with neurological and neuromuscular conditions. These include stroke, multiple sclerosis, brain cancer, epilepsy, Parkinson’s disease, and dementia.


The National Brain Appeal is a small charity with a big dependency on major giving and high value donors. They were looking at diversifying into new audiences and wanted to increase regular giving income with new supporters.

Lottery was identified as an easy entry way to build a completely new type of audience. An audience with whom the charity could build a strong lasting relationship in support of the wider charity.

Affinity Lottery was chosen as their perfect partner due to its low maintenance and simplicity of use.


  • 94 players recruited in first 2 months with a target of 300 players in a year
  • Fantastic response to email marketing
  • Quick and simple set-up

Our Approach


The National Brain Appeal spoke to a number of companies before finally choosing Affinity based on the Affinity team’s attention to detail and customer service. They also appreciated:

  • Pick your own numbers – so that players had a sense of ownership over their lottery;
  • Being part of the Affinity family of charities where other charities are happy to share their experiences and support in such as setting up social media advertising for gambling;
  • The simplicity of set-up and on-going use through the Affinity Lottery Platform.

As a small charity with limited resource, The National Brain Appeal wanted to make sure that lottery was right for their audiences before making any significant investment. The Affinity model of a small up-front set-up fee, and then fees for each chance played, made it easy for the charity to start small without having to worry about making up high associated costs. Plus, as a pooled lottery, The National Brain Appeal could get started generating regular giving income immediately – from their first player.


Affinity Lottery Platform

The Affinity Lottery Platform gives charities access to everything they need to assess, monitor, report and develop their lottery. The interface is easy to use with a dashboard giving an instant view of the lottery progress, a full suite of reports and the ability to create bespoke URLs to track campaign performance.

Attracting players

With a templated online sign-up site – branded to the charity – Affinity Lottery lends itself to a multitude of different channel options without needing heavy immediate investment in traditional channels such as face-to-face, direct mail and telemarketing.

The National Brain Appeal launched their lottery with predominately organic channels including email to existing supporters, leaflets and posters in the hospital site, an advert in the quarterly update and organic social media. These relatively cost-free channels generated 94 players in just 2 months – helping to generate and increase regular giving income for the charity.

Continuous Improvement

Introducing paid digital advertising made an even bigger difference for The National Brain Appeal’s Affinity Lottery and they’re well on the way to exceeding their annual player recruitment targets.

What our client had to say