Hospices are not making the most of data they hold on thousands of subscribers to fundraising lotteries, according to the chair of the Lotteries Council.
Clive Mollett, also director of consultancy 121 Fundraising, said hospices typically had between 9,000 and 32,000 subscribers to lotteries, but many were not using this data to raise further funds and recruit new supporters.
About 100 of the 270 hospices in the UK run weekly subscription lottery draws to raise funds, according to research by 121 Fundraising. Participants pay an average of £1 a week to take part.
The research was carried out as part of a direct mail campaign developed by the consultancy to raise money for hospices in Shropshire, mid-Wales and the west midlands.
The new campaign will use the hospices' databases to target existing and potential supporters and invite them to join in other fundraising lotteries, such as instant cash response games or one-off draws.
"We wanted to encourage hospices to take advantage of their databases, which often include details of very loyal supporters," said Mollett.
"Larger charities have sophisticated data-usage systems in place, but hospices are less likely to know how they can use the information they hold."