Online Lotteries - Lotteries Council

Sue FidlerE-Consultant

[email protected]

www.suefidler.comwww.charityemail.co.uk

Online Lotteries and Raffles

The Why and How

Why?

• Cheaper – email costs 1pm

cost of DM, F2F, door-stepping or phone?

– Reduce admin – data capture online

Why?

• New Audiences – – new names– new groups– non traditional audiences

Target Audiences

Who is using the internet?

• 40 Million people have internet access in UK

>70% of the UK population

>80% have broadband

• More than 60% of UK adults have bought something online (2007)

• More than 90% said they will do(2007)

Stats

Online audience

• Higher than average income• Busy active lives• Expect personalisation and options• Expect good service and instant response• Read email before snail mail• Demand information

Cash Rich – Time Poor

What are they doing?

• 30m shopped online at Christmas 2007*- 55% of UK consumer market

• £1.4b was spent in the 3 key shopping weeks*

• No longer just CD’s and Books – people will buy anything online

*Internet IMRG

Why?

• New Audiences – – new names– new groups– non traditional audiences

Why?

• Interactivity – – Supporters don’t want to just read

They want to get involved– Makes the site sticky– Increase return visitors

How?

How?

• join a national lottery

How?

• Join a national lottery

• Join a managed lottery service

How?

• Join a national lottery

• Join a managed lottery service

• Run an in-house lottery or raffle

Promoting you lottery

• On website• Short URL (mycharity.org.uk/lottery)• Email• Integrate with offline marketing• Give people choice

– Web– Phone– Post etc

Integrated Marketing

dM Ask ReminderTeaser

dM or emailAsk

EMAIL Teaser

EMAIL Reminder

dM Ask/email

EMAIL Teaser

Online users open email before post

dM Ask

EMAIL

Teaser

EMAIL Reminder

Magazine

Shopon

website

Email newsletter

Above the line TV

Newson

website

Final Thoughts

Online audience

• Higher than average income• Busy active lives• Expect personalisation and options• Expect good service and instant response• Read email before snail mail• Demand information

Cash Rich – Time Poor

Users not Visitors• Too many websites

• Why do people visit your site?

• Need signposts on homepage to key content – clients, volunteers, supporters

Make it obvious how to get to what you want them to do

Sue Fidler

E-Consultant

[email protected]

www.suefidler.comwww.charityemail.co.uk