Thank you for choosing Gatherwell – Let’s get started!
Here at Gatherwell we are a dynamic, friendly team, committed to helping you
launch a successful lottery. We believe that the power of our people, products and
partners delivers engaging lotteries that assist good causes to raise money.
This pack has been designed to help you make sure your lottery launches smoothly
and successfully. We’ve mapped out all your critical deadlines and provided
example templates, press releases and some ideas on how to maximise
engagement.
What you need to do:
A successful lottery launch depends on proactive and well-planned
communications. This pack contains the following tools that are designed to help
you plan each stage of your lottery launch:
1. How To Attract Supporters
2. Planning A Successful Launch Event
3. Launch Event Invitation Guide
4. Press Release Pack
+ Marketing Timeline (supplied separately)
If you follow our recommendations, you can be confident of a good uptake of
ticket sales. Please let us know how useful you find this guide – we’d love your
feedback!
Remember – the key to success is spreading the word. We will be on hand to
support you throughout the process, and make it as simple as possible.
Good luck with your lottery launch!
1. How To Attract Supporters
"How do I attract new supporters?” This is a question that is frequently asked. Finding new
people to support your lottery isn’t difficult, it’s really about reaching out to potential
supporters, with a compelling message. Recruiting new supporters is an ongoing process, it
doesn’t stop once you’ve launched your lottery. You need to continue attracting new
supporters, and once you have them, keep them on board.
We know that marketing budgets can be tight (or non-existent!) So we’ve put together
some suggested strategies that needn’t cost the earth. With a team approach and modest
commitment of time, most can be implemented without any significant outlay.
CHECKLIST:
- Show the impact of your lottery
- Utilise the marketing resources provided
- Use your staff team
- Harness the power of social media
- Use your website to showcase the lottery
- Email your contacts
- Speak at events
- Get your partners on board
SHOW THE IMPACT
We know from experience that people who play fundraising lotteries are more motivated
by the opportunity to help a good cause, than by the opportunity to win prizes. So, in order
to recruit and retain players, you need to create a flow of messaging about the difference
that your lottery makes. The more you can tell people what their money will be used for, the
better. This type of message is especially strong when combined with great photographs,
videos and/or testimonials. The messages that you create about the impact of your lottery
can be used within all the strategies mentioned below.
USE THE RESOURCES
Gatherwell will give you a set of marketing materials to help you spread the word about
your lottery. This includes both digital and printable assets such as leaflets, social media
images, pop-up banners and more. Make sure you utilise these across all your marketing
activities.
START FROM WITHIN
You have ready-made ambassadors – your own staff, volunteers and leadership. Empower
them with the knowledge to talk about the lottery to their networks and contacts. They can
engage people by talking about the positive impact the lottery will have upon your
organisation and its beneficiaries. They should also offer to send follow-up information.
Don’t forget, your staff and leadership are welcome to play the lottery themselves, so utilise
internal communications to encourage them to do so!
SOCIAL MEDIA
Your lottery is an online entity, so your marketing should focus on online channels such as
social media. Regularly use your own social media pages as well as those of your partners
to tell people about the aims of your lottery, giving them a compelling reason to take part.
Keep the content concise and upbeat, and use great images of the impact your lottery
makes. Most importantly, always include a call to action, which should include a link to click
through to your lottery website. Encourage your followers to share your content, to help it
reach a wider audience.
YOUR ORGANISATION WEBSITE
Your lottery website is new but your organisation’s own website is probably well established,
with plenty of traffic, so use this as a showcase for your lottery. Make sure you feature your
lottery on the website Home page, above the fold (the area of the page that you can see
without scrolling down). Create an eye-catching but concise feature about the lottery that
includes:
- Your lottery logo
- Prominent button that links to the lottery website
- Reasons why people should play the lottery
- How the funds will be used
You can also use other pages of your website, such as the News/Blog page to provide
more detailed information.
EMAIL
If you have a database of email contacts, use this to send out information about your
lottery. These are people that are already familiar with your work, so they are likely to be an
easy audience to get on board. You can send out your digital leaflet or use the marketing
materials provided by Gatherwell to create eye-catching and engaging content that will
get people excited about your lottery. You can also ask your partner organisations if they
are willing to email their contacts with your leaflet or information. Always include a call to
action, containing a link where people can click through to the lottery website and buy
tickets.
EVENTS
Be where your potential players are, and help them understand how their participation in
the lottery can support your work. Find or create events where you can distribute leaflets,
spread the word, and get people excited about your lottery. Whether face-to-face or
online, the more relevant events you have a presence at the better. Take advantage of
opportunities to speak to local groups that are looking for speakers; talk about the aims of
your lottery and the tangible impact that will have. Don’t forget to tell people how to take
part.
PARTNERSHIP BUILDING
Utilise relationships with strategic partners such as the press/media, your local authority or
Council for Voluntary Service (Third Sector Interface in Scotland), as they have the power to
introduce your lottery to a wide range of people. Ask whether you can be featured in their
publications, social media or blogs. If they agree, make sure you provide a press release
containing those all-important details about how people can play your lottery. If the
press/media are receptive, offer to be interviewed. This will give you a better opportunity to
tell a great story about your lottery.
AND FINALLY…
This is by no means an exhaustive list of all the things you can do to grow your lottery. We’d
love to hear about how you get on, and if you have found any other successful strategies.
Contact your Customer Account Manager to give us your ideas and feedback.
2. Planning A Successful Launch Event
One of the most important aspects of getting your lottery off to a good start is a
successful launch event. A well-organised, impeccably-branded event will
generate a real buzz around your lottery.
Planning an effective launch event requires strategic thinking. You should think
about what you are trying to achieve, and what your guests will get out of
attending. Organising the event will take a little time and effort, but needn’t cost
the earth. Follow our recommendations below to ensure your launch is the perfect
showcase for your new lottery.
CHECKLIST:
- Set event date/time
- Book speaker(s)
- Plan the agenda and technical aspects
- Create guest list and send out invitations
- Marketing activities
- Prepare and rehearse
- Deliver the event
- Follow-up
- Have fun!
1. Set your launch date/time
Start the planning process as early as possible. Identify a provisional date for your
launch – we will suggest a date in your Marketing Timeline. If you are applying to the
Gambling Commission for a license, it can take up to 16 weeks to be approved, so
don’t set your launch date too early.
Don’t schedule launches over the summer or Christmas break period. Check to
make sure your event doesn’t clash with another big event. Invite your speakers,
staff and other key attendees first to ensure their availability.
Once you have your speakers and key attendees booked you can firm up your
launch date and time. This should always be the most convenient timing for your
guests, not you. Be mindful of what else might be going on, and consider how your
guests will fit it around their work.
2. Plan your virtual meeting
We now recommend that you plan a virtual launch via Zoom call, along with the
Eventbrite ticket system. Although most people are now accustomed to attending
virtual meetings, inadequate organisation and technical issues can give people a
poor first impression of your lottery. We recommend involving your IT team in the
planning, and having them on hand during the event. Make sure you know how to
record the event so it can be circulated and watched later by anyone who cannot
attend.
3. Set your agenda
Be original and make it fun! Some of your guests will spend a lot of time in virtual
meetings, you need to make sure your launch stands out. Show off your creativity,
incorporating things like interactive elements or music. Gatherwell will create and
deliver a presentation at your Launch Event. This will be sent to you approximately 4
days before the Launch Event. Make sure you set aside time for Q&A, and line up
well-briefed colleagues to answer any questions that may arise. You want your
launch to be an event that people to talk about afterwards. The more engaging
you make it, the more likely it is to generate that all-important buzz.
4. Create a guest list and send invitations
Your guests should be a good cross section of your various stakeholders, e.g.
trustees, partners, clients, staff, supporters etc. If you are inviting representatives of
organisations, investigate who the most relevant senior figures are. Send the
invitations out via Eventbrite (or similar) in order to monitor the number of
acceptances. Don’t forget to invite the media – local press, TV and radio stations
can be the key to a successful launch. We recommend using an existing
established email address for communications relating to your launch event, rather
than the new email address for your lottery. For more information about inviting
people to your event see Appendix 2.
5. Make sure your branding is on point
Anything and everything about your event should represent the lottery. Incorporate
the lottery logo and brand colours into all promotional materials such as press
releases, PowerPoint slides etc. Ensure that anyone involved in the production of
marketing materials knows how to implement your brand correctly and consistently.
Also make sure your materials contain essential details such as your lottery web
address, contact details and social media channels.
6. Marketing your event
If you want your event to be open attendance (rather than just invited guests), you
will need to consider how to market it effectively. Identify a marketing budget that
will enable news of the event to reach as many people as possible without
overspending. Make a list of the available communication channels, and create
tailored content for each, e.g. press release, Facebook posts/tweets, newsletter
article etc. Make sure you monitor social media in order to respond to comments
and queries in a timely manner. When posting on social media, utilise relevant
hashtags and/or create your own. Be prepared to respond to press queries or
interview requests.
7. Preparation
Prepare your speakers/activities before the event. Make sure they are interesting,
well informed and on-brand. People get restless, so ideally speeches should last no
more than 5 minutes. If necessary, have a ‘dress rehearsal’ to troubleshoot any
issues. Make sure that the technical aspects of your event are going to run smoothly
and that the recording will work. It’s rare for a live event to run completely
according to plan, so consider in advance what you’ll do if certain people can’t
make it, or an integral part of the event doesn’t go to plan. Brief your team
thoroughly.
8. During the event
Follow your planned agenda and timings, but allow a little flexibility for useful
interactions to take place. Ensure that plenty of time is allowed for questions. In
addition to the Chair, have a colleague on hand to monitor and raise questions. If
the media attends your event, make sure you capture their contact details in order
to follow-up with them. Don’t forget that people should leave your event knowing
exactly when and how to buy tickets!
9. After your event
Now it’s time to keep up the momentum! Even after the public launch, you will
need to actively keep marketing the lottery. Issue a press release to celebrate the
outcomes and success of the event (send this to any media who attended the
event as well as other local contacts). Offer interviews to the press/media. Continue
posting content on social media with a link to watch the recording of the event for
those who could not attend. Ask for feedback about the event, then post and
tweet positive feedback to pique the interest of others – make them curious about
your lottery.
10. Don’t forget to have fun!
3. Launch Event Invitation Guide
We recommend using Eventbrite to send out invitations to your Launch Event. You
can sign up for a free account here: https://www.eventbrite.co.uk/signin/signup
Eventbrite will take you through all the steps needed to create an event, including
space for a description and image. We recommend using your lottery logo as the
image, and adding a description of your event to get people excited about
attending (see below for suggested copy). You can choose to distribute invitations
either through the Eventbrite email system, or to generate a link and send it out
through your own email system.
SUGGESTED COPY:
INVITATION TO [INSERT NAME OF LOTTERY] LAUNCH EVENT
We are delighted to invite you to the launch of [INSERT NAME OF LOTTERY], an
exciting new way for people to support our fundraising whilst having fun, and
maybe even winning a prize!
Please sign up for this ‘Launch Event’ so that you can hear all about the new lottery,
how it works and the benefits it will bring. There will be a short presentation by
[INSERT NAME, TITLE] followed by the opportunity for you to ask questions. You’ll also
find out how to take part in the lottery.
If you are unable to attend the Launch Event, please get in touch to request more
details about the lottery.
TIPS
If you wish to email the invitations through Eventbrite you will need to add your
attendee’s email addresses manually, or upload a CSV file (format: Column A =
Email Address; Column B = First Name; Column C = Last Name.)
If you use an email client such as MailChimp, consider resending the invitation to
people who have not opened or clicked on the first email. You should do this a few
days after the first email has been sent.
We understand that you may wish to send out paper invitations. However, due to
this being a virtual event, we don’t recommend making this the primary method of
inviting people. You should consider including a phrase such as “By now you should
have received an email inviting you to our Launch Event. If you have not received
this, please let us know and we will resend it.”
4. Press Release Pack
This pack is designed to help you spread the word about your lottery in order to
attract coverage in the press, media or relevant publications. These need not be
the only press releases you create; you can use the content within them to create
other press releases to suit your needs.
Below, you have been supplied with 5 example press releases to be used at various
stages when setting up your lottery. They are:
EXAMPLE PRESS RELEASE 1 - Lottery announcement
EXAMPLE PRESS RELEASE 2 - Launch Event announcement
EXAMPLE PRESS RELEASE 3 - Countdown to first draw
EXAMPLE PRESS RELEASE 4 - Follow-up on first draw
EXAMPLE PRESS RELEASE - Celebrity endorsement
HOW TO USE YOUR EXAMPLE PRESS RELEASES:
1. Consult your Marketing Timeline to identify the best time to send out each press
release.
2. Copy and paste the Example Press Release into a new document.
3. Edit [BOLD RED ELEMENTS] to reflect the correct details for your own
lottery/organisation.
4. Add your lottery logo to the new document (if available).
5. Add your contact details to the new document, including your lottery website if
available and links to your social media pages.
6. Add the name of a person who can be available for interview on request.
7. Send the press release, along with good quality images (that you have permission
to use), to your press contacts.
8. Monitor press coverage in order to share it to your social media channels
POTENTIAL RECIPIENTS:
If you don’t have one already, you should create and maintain a mailing list of
relevant press/media contacts. This could include:
- Local/national press (as per the geographical coverage of your lottery)
- Local/national radio
- Community or sector magazines and publications
- Admins of relevant Facebook pages
- Relevant local/national websites or blogs
EXAMPLE PRESS RELEASE 1 - Lottery Announcement
Timing: As soon as lottery is confirmed to go ahead.
HEADLINE:
[INSERT ORGANISATION NAME] Lottery Gets Green Light
[INSERT ORGANISATION NAME] is delighted to announce the launch of their brandnew fundraising lottery, [INSERT LOTTERY NAME]. The lottery will be a great way for
people to support the work of [INSERT ORGANISATION NAME], whilst having fun and
getting the chance to win up to £25,000!
When the lottery launches in [INSERT TIMESCALE], people will be able to purchase
tickets online. Tickets will cost £X a week with a generous XXp going towards [INSERT
ORGANISATION NAME] funds, with the remainder being put towards prizes,
operating costs and VAT. The draw will be weekly with a jackpot of £25,000, other
prizes being £2,000, £250 and £25.
[INSERT ORGANISATION NAME] will be using the proceeds from the lottery to fund
valued activities/services including XXX.
Organisation leader, [INSERT NAME] said: “[INSERT QUOTE HERE]”.
Regular updates on the progress of [INSERT LOTTERY NAME] will be posted on the
[INSERT NAME] website and Facebook page.
For more information, please contact [INSERT NAME] by emailing [INSERT EMAIL].
ENDS
EXAMPLE PRESS RELEASE 2 – Launch Event Announcement
*NOTE: this press release is designed to promote Launch Events that are
open to the public, rather than invitation-only events.
Timing: When registration for Launch Event opens.
HEADLINE:
[INSERT LOTTERY NAME] Launch Event Open For Registrations
[INSERT ORGANISATION NAME] is inviting people to attend the launch of their brandnew fundraising initiative, [INSERT LOTTERY NAME]. The online lottery is a fantastic
new way for people to support the work of [INSERT ORGANISATION NAME], whilst
having the chance to win cash prizes. [INSERT ORGANISATION NAME] will be using
the proceeds from the lottery to fund valued activities/services including XXX.
[INSERT LOTTERY NAME] will be officially launched at a virtual event on [INSERT DATE].
The event will be a chance for people to find out more about the lottery and how
to take part.
[INSERT NAME OF LEADER, CHIEF EXEC] said, "The launch of our lottery will be a really
exciting day for us. [INSERT LOTTERY NAME] will represent a vital source of
unrestricted income for [INSERT ORGANISATION NAME]. We hope that lots of people
will join up and have fun playing our lottery, while supporting our fundraising at the
same time.”
Once the lottery has launched, people will be able to purchase tickets online at
[INSERT WEB ADDRESS]. Tickets will cost £X a week, with a generous XXp going
towards [INSERT ORGANISATION NAME] funds, with the remainder being put towards
prizes, operating costs and VAT. The draw will be weekly, with prizes ranging from
£25 to £25,000. The first draw will take place on [INSERT FIRST DRAW DATE]. Regular
updates on the progress of [INSERT LOTTERY NAME] will be posted on the [INSERT
NAME] website and Facebook page.
For more information, please contact [INSERT ORGANISATION NAME] by emailing
[INSERT EMAIL].
To attend the virtual Launch Event register here: [INSERT EVENTBRITE LINK]
ENDS
EXAMPLE PRESS RELEASE 3 – Countdown to first draw
Timing: 3 weeks before first draw
HEADLINE:
The Countdown Is On To The [INSERT LOTTERY NAME] First Draw
Suspense is building for the first draw of the new [INSERT LOTTERY NAME], a
fundraising initiative launched by [INSERT ORGANISATION NAME]. Online ticket sales
opened on [INSERT LAUNCH DATE], and tickets are already selling like hot cakes. The
much-anticipated first draw will take place on [INSERT FIRST DRAW DATE], followed
by draws every Saturday night.
With a generous slice of the ticket proceeds going into [INSERT ORGANISATION
NAME] coffers, players are excited about the prospect of supporting their
fundraising, whilst also having the chance to win prizes ranging from £25 to £25,000.
In addition to cash prizes, the first draw will also give players the chance to win an
extra special prize: one lucky winner will scoop a [INSERT BOLT-ON PRIZE]!
[INSERT NAME OF LEADER, CHIEF EXEC] said, "We’re really excited for the first draw of
[INSERT LOTTERY NAME]. The Lottery will enable [INSERT ORGANISATION NAME] to
deliver projects/services including XXX. We’re delighted to see so many people
buying tickets and giving our fundraising an amazing boost. We hope everybody
has fun playing the lottery, and maybe even winning a cash prize!”
[INSERT LOTTERY NAME] is an online lottery, so people can purchase tickets from their
phone or computer. Tickets cost £X a week, with XXp going towards [INSERT
ORGANISATION NAME] funds, the remainder going towards prizes, operating costs
and VAT. Winners will be informed via email and will have the money transferred
automatically to their chosen bank account.
The first draw will be on [INSERT FIRST DRAW DATE]. Tickets can be purchased here:
[INSERT WEB ADDRESS].
ENDS
EXAMPLE PRESS RELEASE 4 – Follow-up on first draw
Timing: first available day after first draw
NOTE: Please use your Dashboard to find the necessary details to complete this
press release. You can also approach winners to request testimonials.
HEADLINE:
First Winners Of [INSERT LOTTERY NAME] Announced
Saturday saw the first draw of the new [INSERT LOTTERY NAME], a fundraising
initiative launched by [INSERT ORGANISATION NAME].
There were XX lucky winners in the first draw of [INSERT LOTTERY NAME], who won a
total of £XX. Whilst there hasn’t been a jackpot/cash winner yet, one player did
scoop the special prize, a [INSERT BOLT-ON PRIZE].
One lucky winner said: “[INSERT TESTIMONIAL]”.
Over XX players have now joined [INSERT LOTTERY NAME], and the lottery is on track
to raise over £XX in its first year. The funds raised will be used to support [INSERT
ORGANISATION NAME] initiatives including XXX.
[INSERT NAME OF LEADER, CHIEF EXEC] said, “Congratulations to the first winners of
[INSERT LOTTERY NAME]! The funds raised through the lottery will make a huge
difference to us. We’re very grateful to everyone who has joined the lottery so far.
We'd encourage anyone who wants to support our work to take part, have fun and
maybe even win some money."
[INSERT LOTTERY NAME] draws will take place every Saturday night, and tickets cost
just £XX. For your chance to scoop up to £25,000 go to [INSERT WEB ADDRESS] and
join in the fun!
ENDS
EXAMPLE PRESS RELEASE – Celebrity endorsement
Timing: After the Launch Event
HEADLINE:
[INSERT CELEB NAME] Helps Launch [INSERT LOTTERY NAME]
[INSERT LOTTERY NAME] has attracted some high-profile backing in the form of
[INSERT CELEB NAME]. The star of XXX has lent their support to help the lottery get off
to a flying start. The lottery, which has been set up by [INSERT ORGANISATION NAME]
was launched on [INSERT DATE], meaning that ticket sales are now underway.
[INSERT CELEB NAME] said: “I’m really thrilled that [INSERT LOTTERY NAME] has taken
off and will make such a difference to XXX (e.g. local people); I would encourage
everyone to get their tickets now, and support the lottery. Maybe you’ll even win
£25,000!”
[INSERT NAME OF LEADER, CHIEF EXEC] said, “We’re delighted to have the support of
[INSERT CELEB NAME] for our lottery. [INSERT LOTTERY NAME] has been launched in
order to help us provide amazing projects/services including XXX. The initial
response to the lottery has been fantastic, and we’re delighted at the sheer number
of players getting on board. It couldn’t be easier to sign up, so I encourage anyone
who hasn’t done so yet to go online and get their tickets!”
Tickets can be purchased online at a cost of just £XXX each. A generous XX% of the
ticket proceeds will go towards [INSERT ORGANISATION NAME] funds, with the rest
going to prize money, running costs, and VAT. Get your tickets online here: [INSERT
WEB ADDRESS].
ENDS
***Include royalty-free photograph of the celebrity***
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