Canvassing The highs and lows of player recruitment Belinda Ellis – Business Development Manager The Hospice Lottery Partnership New Horizons conference 2016

Lottery for six hospices HLP Founded in 1997 Lottery for six hospices Covering parts of Herts, Beds, Bucks, Berks, Middlesex, Oxon Catchment area of 800,000 households Current membership of 33,611 4.2% penetration of available area 48 hospice shops returning an average yearly income of £65,000 New Horizons conference 2016

Canvassing WHY do we do it 2007 membership of 13,814 Historically growth reliant on a new hospice partner joining, which bought for the existing partners benefit investment of shares, shared costs and new territory to market Over reliance on single tickets sales Membership was starting to decline NO canvassers New Horizons conference 2016

WHY do we do it con’t… 2008 introduced a Marketing Strategy Focused on growing membership to increase revenue Implemented a membership ‘ask’ directly to the market. This provided substantial growth resulting in the 140% increase over 8 years, an average growth of 17.5% per year New Horizons conference 2016

How DID we do it…1 Recruited self-employed Membership Promoter to work at: Retail outlets Shopping centres High streets Garden centres Hospice events Hospitals Medical centre’s Venue weekly ave sign up 75 New Horizons conference 2016

How DID we do it...2 Recruited a self-employed D2D canvasser D2D weekly ave sign up 25 New Horizons conference 2016

We needed to broaden our horizons Invested in people and spread the risk Recognised specific role requirements Canvassing team of 15 Current total weekly new members 134 cancelled 110 D2D weekly ave sign up 98 Venue weekly ave sign up 36 New Horizons conference 2016

Our pot of gold at the end of the rainbow Both D2D and venue sales provide exposure Complementary marketing Tailored visits D2D has proven to be the more robust Improved canvasser availability New Horizons conference 2016

How we make our rainbow - Venue v’s D2D What. Where. When. Who? Rotate visits Rest sites Seasonal and political activity Build relationships Affinity with local hospice/community What to wear Solicitation statement Vulnerability and age Sales process HOW: Stop . Present . Close New Horizons conference 2016

Advantages of Venue sales Exposure of the Hospices and their purpose Mass sales Fewer lone worker issues Corporate engagement Legitimacy Support of staff Customer reassurance New Horizons conference 2016

Disadvantages of Venue sales Support fatigue Site fatigue Barriers Temptation to donate rather than join Donation security Charity saturation Internal obstruction Missed sales opportunity New Horizons conference 2016

How we make our rainbow – D2D v’s Venue’s What. Where. When. Who? Customer moods Affinity with local hospice/community What to wear Solicitation statement Vulnerability and age Sales process HOW: Open Doors. Establish Credibility. Keep Door Open New Horizons conference 2016

Advantages of D2D sales Don’t need permission to knock Flexible working Engagement potential Local people Focused attention 121 engagement New Horizons conference 2016

Disadvantages of D2D sales Fitness Weather Competition Area fatigue Negativity NCC zones and signs Lone worker issues Saturation of market Authenticity Security of cash Canvasser disaffection Complaints New Horizons conference 2016

Conclusion Venue sales are a valuable addition to the canvassing mix. There are a number of potential issues – chief of which is managing them for longevity of the recruiting prospect and my experience has shown a small impact on D2D – certainly not enough to prevent me from taking the decision to do it. The key thing is not to get carried away with the initial heady level of sales. They will moderate and the number of venues available may make that moderation quite quick. Planning to keep them fresh for as long as possible is essential. Currently D2D for us provides consistent returns and in recent years has proved to be the more robust with the greatest overall success. However there are far more potentially canvasser related issue’s around D2D and it is vital to run a very tight ship in terms of training and compliance. For us spreading the risk, investing in a workforce and NOT focussing our efforts on filling just one pot has meant we are able to keep ahead of the dreaded eclipse of attrition. And still have a market and potential to grow! New Horizons conference 2016

Thank you for listening Discussion / questions Thank you for listening Belinda Ellis – Business Development Manager The Hospice Lottery Partnership New Horizons conference 2016