FUNDRAISING NEWS: First text lottery game takes NSPCC as partner

The NSPCC has been selected as the charity partner for the UK's first text-message lottery, which launches next month.

Million-2-1 will pass at least 35p in every pound spent on the mobile phone-based lottery - all of the profits from the game - over to the charity's Full Stop campaign.

Mobile phone users who play the lottery will have the chance of winning up to £25,000 each week.

Million-2-1, which also supplies games to mobile networks for profit, was awarded the UK's first text message lottery licence by the Gaming Board of Great Britain, after spending a year developing the technology and the brand in conjunction with the NSPCC.

The licence allows it to develop more than one lottery, so it is expected to develop many more with a number of partners, which could include more charities.

"Unlike the National Lottery, Million-2-1's single beneficiary lotteries will enable players to decide exactly where to target their donation," said Chris Sheffield, chief executive of Million-2-1.

The company hopes the game will attract young consumers who have previously shunned traditional methods of gambling.

The mobile lottery is not the only fresh fundraising source that the NSPCC is cashing in on thanks to new technology - it is also set to benefit from an online donation service developed by Alliance & Leicester Commercial Bank.

The service enables anyone with a debit or credit card to log on to and make a donation to the NSPCC. Donors do not need an online bank account and the service is free to users. It has been used in the past by the Roy Castle Lung Cancer Foundation, but the partnership with the NSPCC will allow Alliance & Leicester to boost its profile and promote it to other charities.

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