Charitable Giving through Gaming

A Campaign Driven Approach with Loteri Cymru

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A Campaign Driven Approach with Loteri Cymru

We launched the “People’s Choice” Campaign, in which Welsh charities applied to be part of our campaign by submitting a video and a paragraph as to why they should be Loteri Cymru’s new charity partner. We launched a press release to the Welsh media, alongside a social media campaign highlighting each charity and encouraging patrons to vote.

23

Welsh charities to vote for…

54,844

Total votes from the public…

9,085

Votes for the winning charity, Hope Rescue…

Background

  • Loteri Cymru is the all-Wales lottery, run in house by us, creating winners across Wales and raising vital funds for Welsh charities including LATCH, Youth Cymru, North Clwyd Animal Rescue and Calon Hearts.
  • Sterling has run Loteri Cymru since 2018, and we decided to launch an innovative campaign to acquire cold opt-in data through participation…

The Campaign

We launched the “People’s Choice” Campaign, in which Welsh charities applied to be part of our campaign by submitting a video and a paragraph as to why they should be Loteri Cymru’s new charity partner. We launched a press release to the Welsh media, alongside a social media campaign highlighting each charity and encouraging patrons to vote.

The campaign ran for 5 weeks in which we managed to accumulate 54,844 total votes for the 23 Welsh charities, which averages at 10,968 votes per week!

In the end, we announced the winner of the Peoples Choice vote, Hope Rescue, who managed to get over 9,000 votes and are now Loteri Cymru’s 5th charity partner.

This campaign was a resounding success and surpassed all of our goals and expectations. By targeting a cold audience through an engaging digital voting experience, we managed to harvesting opt-in data and increase our database, leading to a wider audience for us to contact with our Direct Marketing and ultimately build our lottery membership.

"We are looking forward to making the most of every opportunity the partnership presents, and we can’t wait to welcome the team to the rescue centre once it is safe to do so."

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Hope Rescue

“Data harvesting is a really important part of our strategy, and we’re seeing great conversion rates on our email campaigns.”

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Ashleigh Fell

The right solution

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