1. Sue Fidler E-Consultant sue@suefidler.com www.suefidler.com

2. Online Lotteries and Raffles The Why and How

3. Why? Cheaper email costs 1pm cost of DM, F2F, door-stepping or phone?
Reduce admin – data capture online

4. Why?
New Audiences –
new names
new groups
non traditional audiences

5. Target Audiences

6. Who is using the internet?
40 Million people have internet access in UK >70% of the UK population >80% have broadband

7. Stats More than 60% of UK adults have bought something online (2007)
More than 90% said they will do (2007)

8. Online audience Busy active lives Expect personalisation and options
Higher than average income
Busy active lives
Expect personalisation and options
Expect good service and instant response
Read before snail mail
Demand information
Cash Rich – Time Poor

9. 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

11. Why?
New Audiences –
new names
new groups
non traditional audiences

12. Why?
Interactivity –
Supporters don’t want to just read They want to get involved
Makes the site sticky
Increase return visitors

13. How?

14. How?
join a national lottery

16. How?
Join a national lottery
Join a managed lottery service

18. How? Join a national lottery Join a managed lottery service
Run an in-house lottery or raffle

22. Promoting you lottery

23. Short URL (mycharity.org.uk/lottery) Email
On website
Short URL (mycharity.org.uk/lottery)
Integrate with offline marketing
Give people choice
Web
Phone
Post etc

24. Integrated Marketing

25. Reminder
Teaser
dM Ask

26. dM Ask/ email dM or email Ask EMAIL Teaser EMAIL Teaser EMAIL Reminder
Online users open before post
dM Ask/
dM or Ask
Teaser
Teaser
Reminder

27. dM Ask EMAIL Teaser EMAIL Reminder Email newsletter News on website
Above
the line
Magazine TV
dM Ask
Teaser
Reminder
newsletter
News on
website
Shop on
website

28. Final Thoughts

29. Online audience Busy active lives Expect personalisation and options
Higher than average income
Busy active lives
Expect personalisation and options
Expect good service and instant response
Read before snail mail
Demand information
Cash Rich – Time Poor

30. Users not Visitors Why do people visit your site?
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

33. Sue Fidler E-Consultant sue@suefidler.com www.suefidler.com