Summary
East Herts Lottery has achieved tremendous success in the face of adversity, increasing
their ticket sales by almost 40% from March 2020 to March 2021.


East Herts Council has worked to ensure that the lottery remains on everyone’s radar as an
alternative to traditional grant funding. The lottery comes under their corporate objective
“Enabling Communities”, and is a way to help groups become more self-reliant. Raising
awareness of the lottery is now an action in Service Level Agreements that the council has
with the VCS.


How was this success achieved?
1. Set achievable targets with the resource available
2. Made it mandatory for grant applicants to be a good cause on their lottery

Community funds raised as of the 28th of March 2020 were £31,450 and as of the 31st of
March 2021, their central fund is due to raise £43,493. That’s a 38% increase in funds
compared to the previous year!


Another key to this success was the special attention paid to due diligence. This ensured
that all registered organisations were genuine local good causes, providing activities or vital
services to residents in East Hertfordshire.


“There were a variety of methods used, but by far the most successful was
making it a condition of a grant award for applicants to be registered as a
good cause on the East Herts Lottery. Also, our elected members have been
brilliant at signposting charities close to their hearts to our lottery”
Claire Pullen, East Herts Council

Other methods used throughout the year:
1. A strapline promoting the lottery was put on the envelopes for the Council Tax and
NNDR Business Rates bills. This reached more than 70,000 individuals (impact may
have been even greater were it not for the start of the COVID lockdown).
2. Press releases promoting the lottery were sent out, as well as PR through community
networks, partnerships and economic development teams.
3. Stand up banners were placed in offices, theatres and leisure centres (if you wish to
replicate this method, remember to include a QR code in your design).
4. Posters distributed via village halls and other community buildings.
5. Staff and elected members were asked to promote the lottery to good causes, and to
encourage their contacts to be supporters.
6. Promotional information about the lottery was regularly included in the council staff
bulletin and the external partnership bulletins.
7. CEO promoted the lottery to Town Clerks. Town and parish councils place promotional
information about the lottery in their newsletters and on their websites.
8. A range of posts were made on the council’s social media pages.
9. Speaking engagement at the East Herts and Broxbourne Community and Voluntary
(CVS) AGM. The CVS were also encouraged to feature the lottery on their website and
e-bulletin.
10. Grants advice workshops were used as a vehicle to encourage local good causes to
sign up.
11. Uniformed groups (Scouts, Brownies, Guides etc.) were targeted with information about
the benefits of fundraising through the lottery.
12. Proactive local groups were also targeted including the Rotarians and U3A