1. www.brightsource.co.uk 15 th September 2011 1 How to bring innovation and more success to a mature lottery programme

2. 2 YearTicket sales  1999£23,906  2000 £30,701  2001 £35,314  2002 £46,516  2003 £52,290  2004 £54,064

3. 3 2007 was the first year that we suggested members might like to make a donation in addition to purchasing tickets.  2005  2006  2007 £53,754 £77,067 £74,741 £7,693 YearTicket Sales Donations

4. 4  2008  2009  2010 £64,300 £8,507 £78,293£11,292 £71,451 £8,221 YearTicket Sales Donations

5. 5 Year Ticket Sales Donations 2011£101,266 £13,227

6. 6 How we grew income by 57%

7. 7 Increase net income More engaging creative Target the right groups Match book offer to audience

8. 8 Increase net income More engaging creative Target the right groups Match book offer to audience

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11. 11 “ Just image seeing that sum sitting in your bank account, and all yours to spend as you please” “The Local Hospice Grand Raffle Draw is a great way to raise funds, and also a way to say ‘thank you’ for your support” “Hurry – reply within 14 days for an extra chance to win”

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13. 13 £16K net income uplift

14. 14 Increase net income More engaging creative Target the right groups Match book offer to audience

15. 15 Cross-sell of cause database Gross Income

16. 16 Increase net income More engaging creative Target the right groups Match book offer to audience

17. 17 The highest ticket number provides the most income from the Lottery group…… Lottery Test Volume MailedRR % Total Income Avg Raffle TransNet IncomeROI Lottery 15 ticket 75021.07%£2,205£12.85£1,6433.92 Lottery 12 ticket 75019.20%£1,907£11.09£1,3453.39 Lottery 10 ticket 75025.33%£2,064£9.34£1,5023.67 Stat sig = +/- 3%

18. 18 …the lowest ticket number is the most responsive method to cross sell Stat Sig = +/- 1% FNR Test Volume MailedRR % Raffle Ticket Purchase Donation Amount Total Income Avg Raffle TransROI2 year ROI FNR 10 ticket 3,5007.57%£2,512£773£3,285£9.591.252.03 FNR 12 ticket 3,5007.37%£2,880£1,397£4,277£11.341.631.91 FNR 20 ticket 3,5006.29%£3,289£377£3,666£15.441.401.94

19. 19 How we increased income by 57% Creative Build excitement, speed and make donor feel connected Targeting Explore all audiences available on the database Book offer Vary offer to audience

20. 20 The future: How LOROS can continue to increase gaming income

21. 21 Input vs. Reward Tactical improvements to Raffle New product innovation Investment NI Improvement

22. 22 Input vs. Reward Tactical improvements to Raffle New product innovation Investment NI Improvement

23. 23 Increase response with more creative excitement

24. 24 Grow database by recruiting new supporters

25. 25 Raffle Responder Previous behavior Number of tickets Response Rate Avg TransROI Super£30.01- £39.99 4039%£33.4724.68 High£20.01- £29.99 3029%£30.697.96 Mid£10.01- £19.99 2028%£21.775.97 Low£5.01-£9.991024%£11.513.18 Basic£1-£4.99538%£8.203.70 Increase transaction value by matching offer to individual behavior Charity A: Summer Raffle 2011 results

26. 26 Input vs. Reward Tactical improvements to Raffle New product innovation Investment NI Improvement

27. 27 Real increase to gaming income by offering more products

28. 28 What else might they respond to? Raffles Regular giving prize product Prize draws

29. 29 Prize draws are the best kept secret for profitable prize led fundraising 10-15% donating response from rafflers At average gift £10-£14 Profitable on mailing 1 Cold 2-3% donating response on direct mail, Average gift £8-£12 Product despatch inserts deliver great cpn Payback within 2 years

30. 30 Future proof gaming activity by offering channel choice Database Paper responses Outbound mailpacks Online response Outbound Email

31. 31 https://raffle.bhf.org.uk/b38/1234.mark.collins--

32. 32 How LOROS can continue to increase gaming income Tactical improvements to raffle Increase response with more creative excitement Grow database by recruiting new supporters Increase transaction value by matching offer to individual behavior New production innovation Real increase to gaming income by offering more products Future proof gaming activity by offering channel choice

33. 33 Thank you Email: mcollins@brightsource.co.ukmcollins@brightsource.co.uk Tel: 01242 534200