Prize draws 'help to boost giving'

Games including lotteries are a good way to reach a younger demographic, says marketing expert

Lotteries appeal to younger demographics
Lotteries appeal to younger demographics

Up to three-quarters of people who enter charity prize draws give further donations, according to Adrian Williams, director of the direct marketing agency DM Focus.

Williams told delegates at the Playing the Right Game? session on ‘fundraising through gambling’ that charity gambling games, such as weekly lotteries, prize draws and raffles, had grown in popularity since the economic downturn.

The games were a good way to reach a different demographic from traditional donors because players tended to be younger – over 60 rather than over 70 – and less affluent than cause-led donors, he said.

Helen Price, deputy head of fundraising at WRVS, which started fundraising in 2005 with a raffle and now has a prize draw, also told delegates that game players were highly responsive donors.

"They are the most likely people to give £100 or more, and most of our legacy prospects come from this group of donors," she said.

- Read more news and comment from this year's IoF National Convention

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