Drawing on community spirit to hit the lottery jackpot

Our challenge

The Shooting Star Chase children’s hospice and Phyllis Tuckwell Hospice Care jointly run the Tuckwell Chase Lottery, providing a much needed income stream and an opportunity for people in Surrey and North East Hampshire to support local hospice care.

What we did

We conducted market research to probe motivations for taking part in this lottery and the findings challenged the accepted norm that focusing on the prize fund was the best way to market this product. We found that the vast majority of participants were primarily motivated by the opportunity to support their local hospital and hospice, with the prize fund coming second.

To make the most of this insight, instead of focusing on the star prizes, we led with the cause throughout the messaging and brought it to life by featuring a prominent patient case study on the homepage of the new website. With a backdrop of the rolling Surrey countryside, the lottery is framed very much as a local initiative for local people.

As well as being much simpler to use, and enabling credit card and direct debit transactions, the website is also fully integrated with the charity’s back-end lottery system.

The results

Since the launch, income has been on an upward trajectory, raising £3,500 in the first six months without any additional marketing spend to drive traffic. We then began testing Facebook advertising to drive traffic to the new site.

http://www.tclottery.org.uk/

 

Tuckwell Chase Lottery website