Gatherwell has you covered!
We’ve put together this guide to share some hints and tips for getting the most out of your new lottery.
Summary of key points
- Never stop recruiting players!
- Use the dashboard to monitor your lottery progress and to get supporter information
- Build relationships with your players/winners and gather case studies to share
- Use your existing channels to help spread the news—digital channels perform best
- Get members of your company and corporate contacts involved
- Share a variety of messages about the lottery—prize and support motivated
- Try new things—look at fun and creative ways to gain support
Recruiting players—the more the better!
Recruiting players is key for building a successful and sustainable lottery. Here are our top tips
for getting off to a great start:
1. Invite as many supporters as you can to the lottery launch/annual event/birthday celebration/event. Send out personal invitations and let them
know something exciting is coming! Make sure there is a mechanism for getting information to those
who are unable to attend. Let supporters know there will be the opportunity to sign up at the
event so they bring any information they may need. Make sure you have lots of information to hand
to answer any questions. Gather email addresses from attendees so you can follow-up after the
event with a link to register on the live site.
2. Make sure information is available in places smaller community
groups may meet or seek advice, like libraries, community hubs,
your local CVS or voluntary centre. We’ve designed a simple leaflet
and poster to help get you started.
3. Use your existing digital channels. As they are likely to be
established, they’ll get a much better reach. Put a call out on social
channels and even consider targeted social media advertising.
Don’t forget to include details in any newsletters and emails
– the more people who find out the better! Take a look at some of
our suggested social media posts.
4. Supporters will have a lot of questions so make sure you’re armed with as
much information as possible. We’ve included a FAQ document along with a
document to help explain gambling mitigation.
5. Get some key supporters on board as early as possible. They can make fantastic advocates for the
lottery and help spread the message.
6. Encourage co-workers to get involved. Do they know friends/family who may like to come along or play the lottery. We also have the refer-a-friend scheme where they could win a prize for referring!
7. Try a coordinated launch across all your available channels to let
people know ticket sales are now open. Digital channels work
particularly well. Supporters will often need to see messages more
than once before they act. We’ve included templates for a press
release as well as social assets.
8. Don’t forget internal comms! Your co-workers can help spread
the message and are a captive audience, especially if you are able
to have posters and literature on site.
9. Keep an eye on your dashboard. You’ll be able to track and
monitor how your ticket sales are progressing.
10. Build relationships with your players. Make sure they have everything they need to sign up and play straight away. We’ll send out an
email to welcome them to your lottery. We will tell them about the super draw each month too!
11. It’s good to keep up the momentum by sharing different messaging. You can support the
community AND win great prizes! Post key facts about the lottery including how their £1 will be split and what
happens to money in the central fund – it’s important to remain transparent. Consider a
countdown to the first draw with weekly posts as a way to share updates around the number o
12. A first draw bolt-on prize works really well. If it’s been donated by a
corporate sponsor, don’t forget to ask them to share details of the launch
across their channels too.
13. Why not add a message about the lottery on your email signature?
14. Try new things! Be fun and creative with your promotion as it’s a great
message to share. Link in with other events or initiatives going on for
extra exposure. Look for digital screens you may have access to, or if you
can put posters on local public transport and Park and Ride services.
We’ve seen many great ideas from events in local shopping centers to
charity mascots. The key thing is getting the community involved and
helping good causes get the most from the lottery
Post draw support
We’ve put together our top 4 tips to help keepmomentum in the next couple of weeks.
1. Thank all your supporters for taking part. People love being thanked and it’s a great way to
show your appreciation. It’s easy to get a list of all supporters via your lottery dashboard.
Remember, where an email is shown, the player has given permission for you to contact them
about the lottery only. We’ve attached an email template to help get you started.
2. Shout about any winners!
Don’t forget to share the details of any winners you have. It helps reinforce that there are real
winners when you take part. Try and get a quote from £250 plus winners (even if it’s anonymous),
along with a picture to use for future promotion. Don’t forget, you can get the winner’s contact details
via the dashboard. If you had a bolt-on prize, don’t forget to share details of that winner too.
3. Keep posting regular updates
This is a key time for your lottery. People are already engaged so it’s the perfect time to keep up the
momentum. Don’t forget – you’ll see a dip in tickets about four weeks after your first draw so it will
help to get ahead of the curve!
We’ve included
- Generic social media graphics for supporters
- A post to say ‘thank you’
Keep looking for ways to promote the lottery via existing channels, as well as new ways to reach
your audience. We know from research that digital channels (particularly email and social) work
really well.
EXAMPLES- TICKET SALES
You can use this template to customise a thank you email to all supporters in your first draw.
Here are some top tips!
- Try a sandwiched thank you approach - thank at the start and the end!
- Include an impact statement so people know the difference they are making
- Send the email from a named member of the team
- Personalise where possible
- Keep it simple
Can't find what you're looking for?