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

2. 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

3. 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
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4. 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
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5. 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
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6. How DID we do it...2 Recruited a self-employed D2D canvasser
D2D weekly ave sign up 25
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7. 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 cancelled 110
D2D weekly ave sign up 98
Venue weekly ave sign up 36
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8. 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
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9. 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
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10. 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
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11. Disadvantages of Venue sales
Support fatigue
Site fatigue
Barriers
Temptation to donate rather than join
Donation security
Charity saturation
Internal obstruction
Missed sales opportunity
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12. 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
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13. Advantages of D2D sales Don’t need permission to knock
Flexible working
Engagement potential
Local people
Focused attention
121 engagement
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14. 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
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15. 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

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