Annual Reports 2010 - People's Postcode Lottery

Nationale Postcode Loterij

Visiting address:Van Eeghenstraat 701071 GK Amsterdam

Postal address:P.O. Box 75025

1070 AA AmsterdamThe Netherlands

Telephone 0031 - 20 - 673 24 46Fax 0031 - 20 - 573 75 55

E-mail [email protected]

www.postcodeloterij.nl

Annual Reports 2

010 D

utch Postcode Lottery People’s Postcode Lottery Sw

edish Postcode Lottery

People’s Postcode Lottery

Registered address:‘The Courtyard’37 Sheen RoadRichmond Surrey

TW9 1AJUnited Kingdom

Scotland Address:Great Michael House

14 Links PlaceEdinburghEH6 7EZ

United Kingdom

Telephone 0044 - 208 - 939 14 40 Fax 0044 - 208 - 948 21 34


www.postcodelottery.co.uk

Would you like to know more about the Postcode Lottery format?

Then please contact:Novamedia

Van Eeghenstraat 93-951071 EX Amsterdam

The Netherlands

Telephone 0031 - 20 - 664 09 78Fax 0031 - 20 - 679 75 06E-mail [email protected]

www.novamedia.nl

Svenska PostkodLotteriet

Visiting address:Klarabergsviadukten 63

111 64 Stockholm


101 23 StockholmSweden

Telephone 0046 - 8 - 562 488 00Fax 0046 - 8 - 662 58 70


www.postkodlotteriet.se

Annual Reports 2010 Postcode Lotteries

We want you to have fun today and we want you to have fun tomorrow.

We are the world’s leading charity lottery. We spread huge amounts of money and happiness

in neighbourhoods and at the same time improve the lives of millions of people all over the world.

That’s what we have been doing for the past twenty years, and that’s what we plan to do for many years to come.

For our planet, and all the people living on it, because the biggest prize for all of us is the future itself.

We know every small step counts. We also believe that, although many things may seem impossible, they can be done.

We are a charity lottery; we want to be courageous, sharing, fun and sustainable.

There is so much to win for all of us. Life is beautiful.

The Postcode Lotteries

We are a charity lottery

Rafael Nadal became an ambassador of the Postcode Lotteries in 2010. Here he is in action against Roger Federer during the charity match for the Rafa Nadal Foundation on 22 December 2010 in Madrid.

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ContentsForeword by Boudewijn Poelmann, Chairman 2The growth of the Postcode Lotteries 3The Postcode Lotteries in fi gures 5Lotteries for a better world 6Commitment 2010: Save the oceans 8Rafael Nadal international ambassador 10

People’s Postcode Lottery 12 ● People’s Postcode Lottery in fi gures 14 ● Money for charities 15● Getting members 20

Dutch Postcode Lottery 24● Dutch Postcode Lottery in fi gures 26● Money for charities 27● Extra projects 34● Postcode Lottery Green Challenge 2010 35● Getting members 36

Swedish Postcode Lottery 40● Swedish Postcode Lottery in fi gures 42● Money for charities 43● Event on Social Entrepeneurship 49● Getting members 50

How we work 54Sustainable and enterprising with ‘Planet First!’ 57All the charities 62

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The Nationale Postcode Loterij (Dutch Postcode Lottery), Svenska PostkodLotteriet (Swedish Postcode Lottery) and People’s Postcode Lottery (Scotland, England and Wales) can look back on a good year. All three postcode lotteries continued to grow in 2010. New good causes can count on support. And new opportunities are unfold-ing in new countries. The postcode lotteries are ready to take the next step in assuming corporate social responsibility (CSR). A European Postcode Jackpot was dished out for the fi rst time and we have a new international ambassador: Rafael Nadal.

GrowthIt’s been 21 years since the con-cept of a postcode lottery was fi rst launched in the Netherlands. Since then, the Dutch Postcode Lottery has grown year by year. And 2010 was no exception, with a record stake of 541 million euros in the Netherlands. Over the past 21 years, the Dutch Postcode Lottery has donated 3.25 billion euros to charity.

Boudewijn Poelmann, Chairman of the Board, Dutch Post-code Lottery.

Sustainable, Sharing, Courageous and FunThe Swedish Postcode Lottery is setting the same course. It has achieved consistent growth since its inception in 2005. In a country with a population of 9,5 million people, more than 1.5 million participate in each draw. Dona-tions to good causes doubled in 2010, totalling close to 80 million euros. After fi ve years, the Swedish Postcode Lottery is approaching the 200-million-euro threshold for good causes.

Donations to good causes made by the People’s Postcode Lottery have grown by more than 25% to a fi gure of over 5 million euros in 2010. By the end of the year under review, more than 200,000 players had joined the draw and the lottery supports 13 charitable organisations.

More good causesWe are extremely pleased with this continuing growth trend. The most important reason for this is our concern for the future of our planet and its life. In spite of grow-ing prosperity, we see many people becoming even poorer. We see a planet becoming more polluted and impoverished despite all our advances. We see increased pres-sure coming to bear on health care, social cohesion, the welfare of chil-dren and the aged, and art and cul-ture in the Western world. Money donated by the postcode lotteries makes a meaningful contribution in each of these areas. And there is still so much more to do.

CooperationDuring the Copenhagen Confer-ence, the three postcode lotter-ies set up a joint action plan for the fi rst time. International joint ventures such as this will happen more frequently in the future. In 2010, the three postcode lotteries cooperated with international part-ners the World Wildlife Fund and Greenpeace to launch a campaign for oceanic conservation. For the fi rst time, too, we dished out a European Postcode Jackpot in 2010. In August, the municipal-ities of Vroomshoop in the eastern Netherlands and Scarborough in the UK were the lucky winners. They were able to divided the jack-pot of 12.3 million euros.

Planet First!The Dutch Postcode Lottery has always awarded top priority to the environment and CSR. In 2009, this was formulated in a number of basic premises under the Planet First! banner. This year, we will be taking the next step, publishing a separate CSR Report for the fi rst time. In this regular annual report, you will fi nd an excerpt from the CSR Report. The full report is available on our website.

ParticipantsWe can only do this work because of the participation of 3.6 million families, who join the lottery with more than 6 million tickets every month. In this spirit, more than 350 million euros was donated to close to 140 good causes in 2010. We wish to thank everyone who participated most warmly and, of

course, the 600+ employees who work at the respective lotteries as well. They have been supported since the end of 2010 by our new ambassador: the Spanish tennis star Rafael Nadal. We would like to welcome him and the Rafa Nadal Foundation!

The futureWe’re ready to embrace the future, with loads of energy and dyna-mism. It’s in our DNA. It’s not for nothing that we express our four core values as follows: sustain-able, sharing, courageous and fun. As long as we uphold these core values, you’ll be hearing from us – in the interests of the people and their planet.

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The Postcode Lotteries operate in the Netherlands, Sweden and Great Britain.As of December 2010 a total of 3,678,152 played the lotteries, with a total of 6,236,511 tickets. The lotteries donated over 356.7 million euros to chari-ties in 2010.

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200

400

600

800

1000

Stakes in the Postcode Lotteries 1990–2010 in euros

Million euros

0

50

100

150

200

250

300

350

400

Contributions to benefi ciaries by the Postcode Lotteries 1990–2010 in euros

Million euros

1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010


Swedish Postcode Lottery

Dutch Postcode Lottery

The growth of the Postcode Lotteries

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153,899 families 203,051 subscriptions 84,488 prize winners

13 charities Stake 2010:

25.8 million eurosContribution 2010:5.1 million euros

2005-2010:13.1 million euros

for charities

2,513,733 families 4,374,015 subscriptions 9,205,767 prize winners



1990-2010: 3.25 billion euros

for charities

1,010,520 families 1,659,445 subscriptions 962,480 prize winners



2005-2010:193.1 million euros

for charities

In total:3,678,152 families with 6,236,511 subscriptions by end 2010

10,252,735 prize winners137 charities for ‘people’ and ‘planet’ worldwide

Stake 2010: 843.7 million eurosContribution 2010: 356.7 million euros1990-2010: 3.5 billion euros for charities

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The Postcode Lotteries in fi guresStatement of revenue and expenditure

Actual 2010 Actual 2009 € % € %

IncomeLottery Income 843,738,591 100.0% 730,183,960 100.0%Other Income 31,036,823 3.7% 19,726,914 2.7%Total Income 874,775,414 103.7% 749,910,875 102.7%

Distributions to benefi ciaries (= remittance) 356,740,976 42.3% 305,671,813 41.9%

Prizes and gifts for members Prizes 315,581,156 37.4% 242,436,824 33.2%Gifts for members 42,236,250 5.0% 45,356,250 6.2% 357,817,406 42.4% 287,793,074 39.4%(Sponsored prizes) -33,837,824 -4.0% -15,356,250 -2.1% 323,979,582 38.4% 272,436,824 37.3%

Expenses• Personnel expenses 22,966,615 2.7% 18,971,983 2.6%• Depreciation fi xed assets 10,856,566 1.3% 16,218,566 2.2%• Organisation costs 58,701,665 7.0% 53,405,197 7.3%• Marketing costs 99,475,013 11.8% 83,577,848 11.4%

Total expenses 191,999,859 22.8% 172,173,593 23.7%

Result before fi nancial income and expense 2,054,996 0.2% -371,356 -0.1%Financial income and expense -576,524 -0.1% 595,734 0.1%

Result before corporation tax 1,478,472 0.2% 224,378 0.0%

Corporation tax 398,692 0.0% -67,423 0.0%

Result after corporation tax 1,079,780 0.1% 156,955 0.0%

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Charity organisations working towards a just and greener world qualify for support from the lotter-ies. The lotteries give their benefi -

Britain with an intended increase to 40 percent in the near future and 50 percent in the Netherlands.

postcode means that an entire street or neighbourhood wins. The lottery awards the prizes to a post-code, with the number of members in that postcode area determining how much is won by each indi-vidual member.

Winning togetherThe idea of winning together is strengthened by the other side of the lotteries: the distribution of proceeds to charities. Although the player may not always win, the charities always do. All Postcode Lotteries must contribute a fi xed minimum percentage of the stakes to the charities. This is 29 percent in Sweden, 20 percent in Great

To achieve this aim, money is raised to support charities and NGOs that are dedicated to people and planet. In addition, the lottery provides a stage to increase aware-ness for the work of its benefi ciar-ies.

Lotteries to support charitiesThe Dutch Postcode Lottery was launched in December 1989 and has grown phenomenally ever since. By December 2010, 2,513,733 families were taking part with 4,374,015 lottery tickets. Thanks to this success, a pilot project was started in the North East of England in August 2005. The launch in Sweden followed a month later in September 2005, and 1,659,445 tickets had been sold by the end of 2010. The Post-code Lottery was introduced in Scotland in November 2007 and in Wales in January 2010. The lotter-ies in Great Britain combined now have a total of 153,899 members playing with 203,051 tickets.

PostcodeThe principle of the lottery is simple, attractive and the same for each country. The lottery ticket number is based on the member’s postcode, which is where the Postcode Lottery gets its name. Added to the postcode is a three-digit personal number. Using the

Lotteries for a better worldThe mission of the United Postcode Lotteries is to achieve a better world for people and planet; a world in which all people, animals and plants can live healthily, and are treated justly and with respect.

Thanks to the contribution from the Swedish Postcode Lottery, UNICEF is able to help children all over the world obtain education, for example in this tent school in Africa.

Core valuesRight from the start, the employees of the United Postcode Lotteries were inspired by four words. And these words, these values, continue to en-sure that the heart of the United Postcode Lotter-ies in Great Britain, Sweden and the Netherlands keeps beating strongly:

Courageous We have the courage to act outside the estab-lished framework and come up with solutions that others have not yet tried.

Sustainable We strive for sustainability in everything we do, from the way we act to the way we work.

Sharing Our winners share the prizes. Our benefi ciaries share in the lotteries’ net contributions, and they, in turn, share them with their own benefi ciaries. We share our knowledge and skills with each other. And all of this is for benefi t of the planet that we share together.

Fun Participants have fun and win great prizes, and we enjoy our work too! Through the charitable organisations, we make people and planet happy with our support.

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ciaries a great deal of freedom in how they spend the money. They believe the benefi ciaries are the experts in terms of spending the fi nancial support and this allows them to invest money in the areas that need it the most.

AwarenessAs part of their mission, the Post-code Lotteries provide members with information about the chari-ties they support. All charities are described on the lotteries’ websites and their work features in maga-zines and newsletters sent to the members. The TV game shows in-clude information about the lotter-ies’ charities too, and separate TV documentaries are also broadcast.

Key elements of the Postcode Lottery’s successFormat• A revolutionary new lottery formula; the fi rst new lottery concept in 400 years• Winners are clustered geographically• Subscription system

Media• TV formats: successful information and game shows• Charity-related information

Execution• Database driven based on strong IT platforms• Interactive direct marketing

Credibility• Widely respected benefi ciaries• Widely respected ambassadors

These values continue to ensure that the heart of the United Postcode Lotter-ies keeps beating strongly.

The unique thing about the Postcode Lotteries is that an entire neighbourhood wins. Just like here in the Dutch city of Enschede, where 600 participants with 900 lottery tickets together won 20 million euros.

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Commitment 2010: Save the oceans

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The earth’s oceans are facing increasing threats from climate change, pol-lution, oil and gas exploration, deep-sea mining and overfi shing. The United Postcode Lotteries are working with the Worldwide Fund for Nature (WWF), Greenpeace and the Marine Stewardship Council (MSC). They are all organisa-tions that focus on preserving the wealth of life in the oceans, creating ma-rine reserves and increasing the market for sustainably caught fi sh.

For Postcode Lottery Project Oceans, the lot-teries are contributing 7 million euros for these purposes and to raise awareness about the envi-ronmental problems that threaten our oceans.

PromisePostcode Lottery Project Oceans is the fulfi l-ment of the promise – Commitment to Action

2010 – which the Postcode Lotteries of the Netherlands, Sweden and Great Britain made together during the annual meeting of the Clinton Global Initiative (CGI) in New York. The CGI brings together world leaders to seek innovative solutions to some of the world’s most urgent problems.

Presentation of the Commitment to Action by, from left to right: Allard Stapel (Worldwide Fund for Nature), Kumi Naidoo (Greenpeace International), Bill Clinton, Rupert Howes (Marine Stewardship Council), Marieke van Schaik and Boudewijn Poelmann (both of the Dutch Postcode Lottery).

See www.projectoceans.com

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Rafael Nadal international ambassadorRafael Nadal, the current number 1 tennis player in the world, was appointed international ambassador of the United Postcode Lotteries in 2010. He will promote the Postcode Lotteries in the Netherlands, Sweden and Great Britain.

Rafael Nadal: “I would like to thank the Postcode Lottery for lending its loyal support to all those good causes, including my own Rafa Nadal Foundation. Because of your help, many children will have a better future.”

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Rafa Nadal FoundationRafael Nadal has associated his name with charity for some time already. His own charity, the Rafa Nadal Founda-tion, supports activities for children

with regard to nutrition, health, emotional development and sports. The foundation is entering into a partner-ship with the Spanish SOS Children’s Villages (Aldeas Infantiles SOS) for the next 3 years. Together they will imple-

ment the ‘Integration & Sport’ pro-gramme. The United Postcode Lotteries are contributing a million euros to this programme.

With his ambassadorship, Rafael Nadal is joining the following list of famous personalities who support the mission of the Postcode Lotteries worldwide.

On behalf of the Rafa Nadal Foundation, President Ana Maria Parera (left) and Director Claudia Blasi (right) receive the founda-tion’s fi rst annual contribution from the Dutch Postcode Lottery during the ‘Goed Geld Gala’ (Good Money Gala).

Nelson MandelaSouth Africa

Ruud GullitThe Netherlands

Tony BlairGreat Britain

Johan CruyffThe Netherlands

Bill ClintonUnited States

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Mother of four Frances Hopper from Wishaw won £202,946 in the 2010 Christmas Millions, after she signed up one month before. She said: “ A fortune-teller told me my home could bring me luck. When I found a Postcode Lottery mailer on my doormat two days later I signed up. I’ll use the prize to buy a bigger house so all my children can have their own rooms.” And so she did.

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Mission Organising lotteries to raise funds

for charity organisations and increase awareness for their work.

153,899 families with 203,051 subscriptions by end 2010

84,488 prize winners13 charity partners and

408 Small Charity Projects2005-2010: 13.1 million euros

for charities

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Actual 2010 Actual 2009 € % € %

IncomeLottery income 25,833,380 100.0% 20,579,901 100.0%

Distributions to benefi ciaries (= remittance)• Children North East 97,309 123,112• Northumberland Wildlife Trust 101,669 107,671• Yorkshire Dales Millennium Trust 92,801 66,344• Yorkshire Wildlife Trust 94,690 78,735• Scottish Wildlife Trust 570,317 495,065• CHILDREN 1ST 675,753 557,109• Maggie’s Cancer Caring Centres 762,663 703,841 • Daisy Chain 95,168 125,387• Missing People (Scotland and England) 576,275 522,000• People’s Postcode Trust 1,809,094 1,336,716• WWF 101,684 0• Woodland Trust 94,690 0• National Galleries of Scotland 94,562 0

Total distributions to benefi ciaries 5,166,676 20.0% 4,115,980 20.0%

Prizes 11,625,021 45.0% 9,260,955 45.0%

ExpensesOrganisation costs 9,041,683 35.0% 7,202,965 35.0%

Result before corporation tax 0 0,0% 0 0,0%

Corporation tax 0 0.0% 0 0.0%

Result after corporation tax 0 0.0% 0 0.0%

People’s Postcode Lottery in fi guresStatement of revenue and expenditure

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Children’s charitiesCHILDREN 1ST CHILDREN 1ST aims to safeguard a happy, healthy, safe and secure childhood for every child and young person in Scotland. The charity runs 44 services across Scotland to support families under stress, protect children from harm and neglect, help them recover from abuse, and promote chil-dren’s rights and interests. Over £1.5 million has been raised for CHILDREN 1ST by our players to date – that’s money that is cover-ing the running costs of six of the family support centres in Scotland, services that today are needed more than ever.

threefold since January 2008 when the partnership with the lottery be-gan), raising demand for services and providing free admission to highly acclaimed events, such as the lottery’s promotion for the National Galleries’ Impressionist Gardens exhibition.

The People’s Postcode Lottery believes that the charities are the experts on spending the fi nancial support they receive. Crucially, the support received by the direct ben-efi ciaries is unrestricted, allowing them to invest money in the areas that need it the most, and to match restricted funding.

Since its launch in November 2007, the People’s Postcode Lot-tery has raised over £11 million for charities in Scotland, England and Wales.

to the partners’ respective work (indeed, the Scottish Wildlife Trust has increased its membership

Over £11 million has been raised for the lottery’s charity partners to date – an impressive sum which continues to grow. The lottery’s partnerships with its charity ben-efi ciaries are mutually benefi cial too, introducing new audiences

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Money for charities

The crossing of the £10 million mark for charities was celebrated festively. The counter had risen to £11 million by the end of the year.

Miss Scotland joins forces with the People’s Postcode Lottery to support CHILDREN 1ST.

The mission of the People’s Postcode Lottery is to raise funds for charities and increase awareness of their work. Operating in England, Scotland and Wales, all the money raised in each region stays in that region – helping causes local to our players. 40 pence from every weekly ticket goes di-rectly to charity partners in unrestricted funding – and makes a huge difference!

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Woodland Trust ScotlandA new charity partner in 2010, the Woodland Trust Scotland is part of Great Britain’s leading woodland conservation charity, with a vision to see a country rich in native woods and trees, which are valued by everyone. The Trust owns 80 woods in Scotland covering 8,500 hectares. Support from the People’s Postcode Lottery helps plant new native trees, which are one of the best habitats for wildlife. The lottery’s support also gives people the opportunity to enjoy and learn about the outdoors and helps the charity fi ght to save important woods that are under threat.

WWF ScotlandBuilding on already established partnerships with our sister lot-teries, WWF Scotland became a partner in September 2010. Fight-ing for measures to achieve carbon reduction and protecting marine life are just some of WWF Scot-land’s projects.

Environmental charities

The Northumber-land, Scottish and Yorkshire Wildlife TrustsThe Northumberland, Scottish and Yorkshire Wildlife Trusts protect wildlife, marine life and wild places, educate the public, run conservation programmes and involve people with their planet. Funding received so far has made a huge impact – in fact, the Scot-tish Wildlife Trust has received over £1.3 million to date, enough to cover the running costs of all 123 of its reserves for wildlife and people.

East. Funding from the People’s Postcode Lottery has helped Daisy Chain build a new Day Centre, where children with special needs can have fun with their families. This support enables families to maintain their cohesion and family life through the strains of looking after a child with autism.

Maggie’s Cancer Caring CentresHelping to build a life beyond cancer, Maggie’s Cancer Caring Centres help patients and their families and friends to deal with cancer and stay as healthy in mind and body as they can. Ten fully operational Maggie’s Centres now exist throughout Great Britain. With fi nancial input of over £1.7 million from the People’s Postcode Lottery, Maggie’s has been able to reach more people af-fected by cancer than ever before. The support helps to run 4 centres, which cater for 29,000 people.

Children North EastThe People’s Postcode Lottery’s support helps Children North East to ensure that all children, young people and families who use its services are helped to overcome their diffi culties and are able to go on to reach their full potential in life. Children North East manages a wide range of projects, including Families Plus, a tailored support service for families who are strug-gling with diffi culties, often arising from their own childhood experi-ences.

Health CharitiesDaisy ChainDaisy Chain provides a haven for families affected by autism, by offering a range of services and activities from its 5.5-acre farm in Stockton-on-Tees in the North

Daisy Chain provides respite support and care for families affected by autism.

The Wildlife Trusts are working together to save the red squirrel.

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People’s Post-code TrustThe People’s Postcode Lottery launched the People’s Postcode Trust in April 2009. The Trust ena-

of Western art. The Galleries care for, research and develop these collections and aim to share these works of art with as wide a public as possible, conducting educa-tional and outreach programmes as well as holding special exhibitions. People’s Postcode Lottery players were recently given free tickets to one of the Galleries’ most popular exhibitions – the Impressionist Gardens.

Yorkshire Dales Millennium TrustYorkshire is known for its amaz-ing landscape and rich wildlife. For the last 10 years, the Yorkshire Dales Millennium Trust (YDMT) has been rebuilding the physi-cal environment of the unique Yorkshire Dales. It works with 500 volunteers on re-establishing traditional meadowlands, revitalis-ing buildings, and helping inner-city school children understand work in rural areas. It also creates apprenticeships for young people to teach them about conservation, rural skills and land management.

National Galleries of ScotlandComing on board as a charity partner in 2010, the National Gal-leries of Scotland look after some of the world's fi nest collections

Cultural and Community CharitiesMissing PeopleMissing People works in Scotland, England and Wales to provide services for missing children, vulnerable adults and families left in limbo. The organisation offers families of missing people special-ist advice and practical support as well as searching – securing publicity that could end years of heartache. Missing People had no real presence in Scotland until it teamed up with the People’s Postcode Lottery. The charity has recently launched its Missing Rights campaign across Scotland, England and Wales.

Thanks in part to the People´s Postcode Lottery, Maggie’s Cancer Caring Centres operate across England, Scotland and Wales.

Miss Scotland launches our new partnership with the National Galleries of Scotland.

A young supporter helps the York-shire Dales Millennium Trust with tree planting.

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Annandale Transport InitiativeArden ChilloutAuchmuty & Dovecot Tenants & Resi-dents AssociationAveron Leisure Management LtdBarnardo's ScotlandBeauly and Ord Junior Shinty ClubBingham and District 50+ ProjectBrae RDA PartnershipBridge of Weir Play Park Improvement GroupBroomhouse Health Strategy GroupBroxburn Family CentreButterfl y NurseryCaldercruix Youth & Community Development ProjectCancer Link Aberdeen & North (CLAN)Carnwadric & Kennishead Pre-5 UnitCentral Scotland Forest TrustComasCommunity Links Scotland (Streetlinks)CraigOwl CommunitiesCrossroads Youth and Community AssociationCulross Community GardenDarnley Street Family CentreDava Way AssociationDumbarton Football Club Community TrustDumfries Welfare RightsDundee East Community Sports Club

bles community groups and chari-ties to apply for project funding up to £10,000. 408 projects have been funded to date in Scotland, Eng-land and Wales, while 2010 saw the launch of a new ‘Dream Fund’. The Dream Fund will administer £600,000 over a two-year period for teams of charities and commu-nity groups to deliver a new and innovative 12-month project.

List of Funded Projects in 2010 SCOTLAND18 Plus1st Arbroath Scout Group (2nd Angus)44th Glasgow Scouts7th Paisley NI Scout Group7th Stirling (Beechwood) Scout Group82nd Inverleith (Cramond) ScoutsAberdeen Lads ClubAberdeen University Football ClubAberlour Child Care TrustAnagach Woods Trust

The Dream Fund will help charities make ‘dream’ projects a reality.

Dunfermline City Hockey ClubDunipace Parish Church of ScotlandDunoon Link ClubEast Ayrshire CarersEast End Kids & Co (Glasgow)Edinburgh & Lothians Greenspace TrustEdinburgh Young Carers Project - EYCPEthnic EnableEyemouth Golf ClubFactory Skate ParkFairbridge in ScotlandFalkirk Girls Football ClubFamily Addiction Support ServicesFife DietFlutes in the FortForget Me Not ClubFour Connections Toddler & Junior Youth GroupFriends of Ailsa CourtFriends of the Award in EdinburghGairloch and Loch Ewe Action Forum (GALE)Gearrchoille Community Wood ArdgayGilmerton Community CentreGirlguiding CaithnessGirlguiding West LothianGlasgow East Women's AidGreener LeithGreenock and District Scout CouncilGYP Borders

Hawkhill Community AssociationHelenslea Hall Management Commit-teeHillside TRAHolyrood Amateur Boxing ClubHomestart AberdeenHopScotch Children's CharityInverclyde Phoenix American Football ClubInverness Canoe ClubJamestown EECC Parent's GroupJean Swifts Youth Football ClubJedworth Loaning Sheltered Housing AssociationJeely Piece ClubJigsawJogging Buddies VenuesJunior World Childcare GroupKeep Scotland BeautifulKeith CC Holiday PlayschemeKennethmont Youth GroupKey FitnessKidney Kids ScotlandKidzeco CICKilmarnock and District Can CycleKinglassie Miners Charitable SocietyKirkhill & Bunchrew Community TrustLairg and District Community Initia-tiveLamont FarmLanark Playpark Action GroupLangbank Swingpark RegenerationLargs Sail Training CentreLeith Community MediaworksLhanbryde Community ChallengeLinnvale Community BusLinwood ActiveLoch Lomond Rowing ClubLee O'Brien Solvent TrustLothian Autistic SocietyLouden Albion Football ClubMaud Village TrustMilton Rovers Youth FCMinard Community TrustMuir Maxwell TrustMurton Wildlife TrustMusically Active DudesMuthill in BloomNeilston 1st Scout GroupNew Horizons BordersNew Rhythms for GlasgowNewington Toy LibraryNorth Glasgow Community Food InitiativeNorth Lanarkshire LeisureNorth Merchiston ClubOasis Youth CentreOban Saints Football ClubOcean Youth Trust ScotlandOrcadia Creative Learning CentreOrmlie Community Association

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Pairc PlaygroupParagonPark Villa Football DevelopmentParkhead Youth ProjectPlaytime PlaygroupProjectScotlandQuarriersQuarter Community AssociationRape and Abuse LineRape and Abuse SupportRape Crisis Centre GlasgowReality Adventure Works in Scotland LtdReidvale Adventure PlayRight Track Scotland LtdRiverside Community HallRoslin & Bilston Community First RespondersRoyal Scottish Geographic SocietySaheliyaSail Training ShetlandSandbank Community Development TrustSC Bon Accord Ladies FCScalloway Youth CentreScottish Handball AssociationScottish Huntington AssociationScottish Native WoodsScottish Seabird CentreScottish Society for AutismScottish Youth ParliamentSense ScotlandShapinsay Development TrustShetland Amateur Athletics ClubShitokai KarateShowcase the StreetSomebody Cares Trust UK

Sports DrivingSt Joseph's Primary School Whitburn Parent CouncilSt Paul's Church (Bolt FM)St Philips Garden AllotmentSt. Michael's Cricket ClubStreet LeagueSyngenta Juveniles FCTarbert and Skipness Community TrustTayside Forensic VoicesTeenage Cancer TrustTerrence Higgins Trust (THT)The Challenger TrustThe Duke of Edinburgh AwardThe Loft Youth ProjectThe Preshal TrustThe Saturday Cafe & Associated ClubsThe Three Eyes ProjectThe Waterways Trust ScotlandThe YardThornton Golf ClubThurso Sea Cadet UnitTrees for LifeTryst 77 Handball ClubTurning Point ScotlandTwechar Youth GroupVale of Leven Mature Arts GroupVenture TrustVoluntary Action Barra and VatersayVoluntary Action Shetland Walls Public Hall TrustWasps Community TrustWater of Leith Conservation TrustWaverley CareWest of Scotland Youth Bowling Project

Whitlawburn Community Resource CentreWild Things!With Kids (Big Issue Foundation Scotland)Young People's FuturesYouth Community Support Agency

ENGLANDAction Force Africa5th Barnsley (Hoyland Common) Scout Group7th Huddersfi eld Glayton West Scout GroupArmy, Navy and Air Force Help, Sup-port & Advisory GroupArt in the Park (Sheffi eld)Ashley Cricket ClubAston Manor Cricket ClubAutism Initiatives UKBatchley Support GroupBedworth Disabled Swimming ClubBeech Holme Tandem ClubBlackbrook Zoological ParkBowbrook Allotment CommunityBracebridge Health Pre-schoolBurton PHAB ClubCarlisle Leisure LtdCentrepointChapeltown in BloomCharville Community CentreClun Walking GroupCluster of Aldercar, Langley, Langley Mill and Marlpool Come Alive at 55Corner House TrustCreation Skate ParkCSVCudworth Community EnterprisesDagenham Bangladeshi Women & Children's AssociationDonington in BloomDouble Elephant Print WorkshopDurham Wildlife TrustEast Doncaster Development TrustEllingham Rugby ClubEmmaus Sheffi eldEnterprising CommunitiesFabricGaydioGirlguiding - Beaudesert DistrictGoodwin Development TrustGroundwork South Tyneside and NewcastleHartsholme CCHillsborough Sports Arena AssociationHull DockersIdentities CICLeeds Children's CharityLiverpool LighthouseLoaves n Fishes

Lorna Young FoundationLove Hoops FoundationMarple Mini Youth Rugby ClubMellish RFCMerseyside Disability Football Advi-sory GroupNew Life ChurchNewcastle United FoundationNorthcall Community CentreNuffi eld CCPartnership CouncilPorchfi eld Community AssociationReal West Brom FCRochdale Women’s Welfare AssociationRotters Community CompostingSHARESheffi eld Mencap & GatewaySileby Boxing AcademySmall Woods AssociationSport 4 LifeSt Helen's MindStarlight Trampoline and Gymnastics ClubStreet LeagueThe Albrighton TrustThe Chermond TrustThe Hot ShotsThe Learning Through Landscapes TrustThe Redditch Play CouncilThe Works SkateparkUnbounded HouseVillage Primary SchoolWakefi eld Trinity Community TrustWest Yorkshire Forget Me Not TrustWildlife Trust BCNPWoodcock Park Bowling ClubYoung Enterprise North EastYoung Potential (East Midlands) LtdYouth DevelopmentYouth Empowerment Crime DiversionYouthNet

WALESAmman Valley Railway SocietyBryncynon Community Revival Strat-egyCancer Information and Support ServicesCancercarelineCanolfan Cynghori Ynys Mon Citizens AdviceCerebraCrossroads Care North WalesFairbridge De CymruPenryhn Castle National TrustSwansea Silver Rhythmaires Marching Band

The Ocean Youth Trust help young people take to the seas.

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In every weekly draw, 500 post-codes and around 2,000 tickets win prizes, meaning the chances to win with People’s Postcode Lottery are great.

By participating in the People’s Postcode Lottery members help contribute to a greener and more just world. They support local and national charities working across

Scotland, England and Wales in their own neighbourhoods – and over £11 million has been raised for good causes to date. Besides be-ing a fundraiser, the People’s Post-code Lottery heightens the profi le of charity partners, both through its own marketing channels and through the charity’s own publi-cations. Such extra publicity and visibility thus sees charities’ sup-port bases grow and an increased demand for their services.

How to playWith the People’s Postcode Lottery tickets are based on the player’s postcode and neighbours can win together. Winners end up celebrat-ing with other members in their postcode or postcode area.Members can subscribe to the lot-tery via the website, by fi lling in coupons found in direct market-ing, or over the phone by free-

phoning the Customer Care Team.A People’s Postcode Lottery ticket is based on the player’s postcode plus a unique 3-digit number (e.g. G16 6EW 772). The ticket price is paid in advance by monthly direct debit or by credit card. Further payment options will be intro-duced in 2011.

Weekly drawsMembers can play in two ways - by direct debit and by credit card. Players receive an annual draw cal-endar which shows both monthly collection dates and the dates of all fi ve monthly draws. Each draw has a top prize of £30,000, with a Sec-tor Prize of £5,000 for players who match he fi rst part of the winning postcode. In 2010, 84,488 winning tick-ets shared almost £10,000,000 in total, and fi ve Street Prizes a month saw even more neighbours

Getting Members

Welsh rugby legend Scott Quinnell about to hand over a Street Prize in Cardiff.

Judie McCourt surprises winners in Wakefi eld.

2010 has been a fantastic year for People’s Postcode Lottery – with 84,488 winning tickets, the prize winners have won over £24.5 million to date, and 2010 also saw the lottery launched in Wales. The number of tickets in the monthly draw increased from 204,346 in December 2009 to 218,343 in September 2010.

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winning together. A new feature in 2011 will be a Daily Draw of £1,000.

European Postcode Millions In September 2010, the People’s Postcode Lottery joined its sister lottery in the Netherlands to offer players a very special European Postcode Millions prize pot of over £10 million. The World Wide Fund for Nature (WWF) – a char-ity partner supported by both the Dutch and GB Postcode Lotteries – benefi tted from this special draw.

Raising the limits In February 2009, the Depart-ment of Culture, Media and Sports (DCMS) raised the maximum proceeds on society lotteries from £2 million to £4 million. This allows the lottery to offer a larger top prize. A lottery ticket can win up to 10% of the overall draw proceeds, so up to a maximum of £400,000. It also allows for

any charity partner of the lottery to receive up to £4 million from lottery proceeds each year. With £11 million having been raised for charities to date, this restriction is of increasing concern. However, the People’s Postcode Lottery will continue to campaign for the removal of such barriers to lottery fundraising, which are nonsensi-cal. Why prevent society lotteries from raising more than a certain amount of much-needed funding for good causes in a challenging environment?

Postcode Millions Postcode Millions are the lot-tery’s triannual larger prize pots. In April 2010, Thurso postcode

KW14 7 won £2.1 million, while the summer in Edinburgh’s EH15 3 postcode was made a whole lot sunnier as the residents shared £2.2 million. In Autumn, Scarbor-ough received a special European Postcode Millions prize, with winners sharing £1 million, while a third Postcode Millions prize was awarded to Wishaw postcode ML2 9 in December.

Supported by successful market-ing campaigns, these larger prize pots attracted a growing number of players – thus allowing the People’s Postcode Lottery to give more money to good causes than ever before.

Thurso couple the Jamiesons celebrate scooping over £834,000.

Scott Quinnell launches the lottery in Wales with ambassadors from Maggie’s and Missing People.

Mailings and publicityThe People’s Postcode Lottery con-tinued to develop and implement successful marketing campaigns in 2010. Increased activity in TV, radio, press, direct marketing, outdoor and online media ensured an increased awareness of the lottery across Scotland, England and Wales. A national advertising campaign was featured in the Daily Mirror and in London-based City AM.Mailings to current players and prospective players ensure aware-ness of how the lottery works, and about the prize plans and the charities supported. Weekly emails also update members on draw results, winners and charity news.

Internet and social mediawww.postcodelottery.com is an in-creasingly popular avenue for sign-ing up to play and for information on the lottery’s charities and draw results, with a revamp planned for early 2011. Winner’s videos can be seen on the website and on the lottery’s YouTube channel, which also features fi lms with the lottery’s charities. 2012 will see People’s Postcode Lottery launch Personal Pages for players, allowing access to information including winners, ticket details, bonus points and much more. Equally, the lottery’s social media presence has increased greatly over the past year, with over 1,000 Facebook fans, a strong Twitter following and a solid following for the blog at www.blog.postcodelot-tery.com.

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The Kit for Kids campaign with the South Wales Echo led 30 schools being awarded £50,000 in total for sports kits, tools and more.

being awarded £50,000 in total

Direct marketing campaigns in 2010 ensured increased lottery ticket sales across Scotland, England and Wales.

For the launch in Wales, the lottery sponsored a big outdoor Cheese Festival in July.

TV – Postcode ChallengeIn Scotland the popular TV quiz show was back on Friday eve-nings at 8 p.m. In the show, host Angus Purden receives 4 teams from 4 different postcodes competing for the top prize of £25,000. The winning team also receives £500 to give to a chosen charity.

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The TV programme Postcode Challenge has attracted its fair share of celebrities, such as the cast of River City and great sports legends.

Mark BeaumontAround-the-world cyclist:“Playing the People’s Postcode Lottery is such an easy way to support good causes, including the work of the Scottish Wildlife

Trust, for whom I’m proud to be an ambassador. I’m delighted that People’s Postcode Lottery players support the Scottish Wildlife Trust, a charity which does so much to help conserve and pro-tect Scotland’s special wildlife.”

Libby McArthurSoap star and Maggie’s ambassador:“One thing that greatly impressed me about the People’s Postcode Lottery is that it shows that if everyone gives a little, that it can really

add up to a grand sum. It just goes to show what can happen when we all pull together.”

Chris PackhamPresenter:“Northumberland Wildlife Trust does fantastic work with people and wildlife in the north east. This funding is really mak-ing a difference.”

Sir Trevor McDonaldNewsreader and journalist:“Without the contin-ued generosity of the Players of People’s Post Code Lottery, Missing People simple couldn’t deliver its essential work for

families and missing people of all ages.”

Denise Welsh and Tim HealyActors:“As Patrons of Children North East we would like to thank the players of

The People’s Postcode Lottery for their continued support. The money is invalu-able in supporting the work that the charity does with some of the most dis-advantaged children, young people and families in the North East of England.”

Nick RossJournalist, broad-caster and former Crimewatch pre-senter:“The Postcode Lottery is both fun and a mar-vellous way to gather funds for this crucial

global conservation work, and on behalf of WWF I’m delighted to endorse it.”

Lorraine Kelly TV personality:“The support of play-ers of the People’s Postcode Lottery for Missing People now means that more chil-dren can be reunited with their family, more

vulnerable adults can be found safely and that we all have the peace of mind of knowing that if it happened to us, we would not be alone.”

Kaye AdamsJournalist and TV presenter:“CHILDREN 1ST has been helping Scotland’s young people for over 120 years, and with the support of the People’s Postcode

Lottery will be able to continue its vital work for many years to come.”

Celebrity AmbassadorsBritain’s best-loved celebrities are helping to raise the People’s Post-code Lottery’s charity’s profi le. Here’s what they say.

In September, the lottery gave all Scottish members an admission ticket to the Impressionist Gardens exhibition at the National Gallery in Edinburgh.

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The draw for the biggest Kanjer prize pot ever of 33 million euros was held on 1 January 2011. The PostcodeKanjer of 25 million euros was won in Amsterdam. The other 8 million euros were divided between the eight other winning postcodes throughout the Netherlands.

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MissionOrganising lotteries to raise funds

for charity organisations and increase awareness for their work.

2,513,733 families with 4,373,948 subscriptions

by the end of 20109,205,767 prize winners

89 charities for ‘people’ and ‘planet’ worldwide

1990-2010: 3.25 billion euros for charities

Dutch Postcode Lottery

(Nationale Postcode Loterij)

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Dutch Postcode Lottery in fi guresStatement of revenue and expenditure

Actual 2010 Actual 2009 € % € %IncomeLottery income 540,606,385 100.0% 513,243,227 100.0%Other income 30,459,505 5.6% 19,019,844 3.7%Total income 571,065,890 105.6% 532,263,071 103.7%

Distribution to benefi ciaries (= remittance) 270,882,018 50.1% 257,381,727 50.1%

Prizes and gifts for members Prizes 193,034,449 35.7% 153,762,763 30.0% Gifts 42,236,250 7.8% 45,356,250 8.8% 235,270,699 43.5% 199,119,013 38.8%(Sponsored prizes) -33,837,824 -6.3% -15,356,250 -3.0% 201,432,875 37.2% 183,762,763 35.8%

Expenses• Personnel expenses 15,076,981 2.8% 13,227,289 2.6%• Depreciation tangible and intangible fi xed assets 3,048,045 0.6% 2,945,558 0.6%• Organisation costs 25,174,875 4.7% 24,532,568 4.8%• Marketing costs 53,331,472 9.9% 50,734,792 9.9%Total expenses 96,631,373 18.0% 91,440,207 17.9%

Result before fi nancial income and expense 2,119,624 0.3% -321,626 -0.1%Financial income and expense -641,152 -0.1% 546,004 0.1%

Result before corporation tax 1,478,472 0.2% 224,378 0.0%

Corporation tax 398,692 0.1% 67,423 0.0%

Result after corporation tax 1,079,780 0.1% 156,955 0.0%

The license of the Dutch Postcode Lottery stipulates that at least 50 percent of the lottery’s stakes should be effectively donated to charity. Since its foundation, the lottery’s stakes have grown every year. In 2010, they amounted to a record sum of over 540 million eu-ros, representing a total contribu-tion of more than 270 million eu-ros to the charities. This gave the lottery room for eight new benefi -ciaries, bringing the total number of charitable organisations sup-ported to 89, six of which received a one-off contribution. The lottery has a licence for 12 regular draws a year, the proceeds of which are divided among the benefi ciaries according to contracts. There are also two extra draws a year for extra projects submitted by long-term benefi ciaries (see page 34).

Institutional supportThe Dutch Postcode Lottery provides long-term institutional support to organisations working in the areas of poverty alleviation, human rights, nature conservation,

the environment and social cohe-sion in the Netherlands.The Supervisory Board of Holding Nationale Goede Doelen Loterijen N.V., which is the umbrella com-pany of the three charity lotteries in the Netherlands, the Dutch Postcode Lottery, the FriendsLot-tery (VriendenLoterij) and the BankGiro Lottery, decides on the allocation of funds and admits new charitable organisations to the group of benefi ciaries. The number of requests that can be honoured is directly related to the growth of the revenue of the Dutch Postcode Lottery.

Long-term supportThe Nationale Postcode Loterij N.V. has contractual relationships with its benefi ciaries. The benefi -

ciaries have a contract that gives them a (percentage) share of the contribution from the twelve regu-lar draws. Five-year contracts are agreed with most of the benefi ciaries that joined after 1994. During the fi fth year, the benefi ciary and the lot-tery evaluate the relationship on the basis of the results achieved by the organisation in the areas of ‘people’ and ‘planet’. One of the criteria is that the organisation receives a substantial proportion of its income from sources other than the lottery.

Freely disposableThe Dutch Postcode Lottery’s contributions to the benefi ciaries are freely disposable at the ben-efi ciaries’ discretion – as long as

they are used within their mission. The benefi ciary organisations can determine their own priorities, and they provide a fi nancial account to the lottery each year.

Extra drawSince 1999, the Dutch Postcode Lottery has held an annual extra draw. In 2009, the lottery was granted permission to organise a second extra draw, bringing the total to 14 draws a year. The Supervisory Board decides how the contribution is to be distributed, with the benefi ciaries submitting project proposals for this every year. In 2010, the lottery used 25.8 million euros of the proceeds to support 12 extra projects.

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Money for charities

During the Goed Geld Gala, presenter Pernille La Lau shows off the cheque with the Dutch Postcode Lottery’s contri-bution to the charities in 2010.

The Dutch Postcode Lottery was founded more than twenty years ago to gener-ate a continuous fl ow of funds for charity organisa-tions dedicated to ‘people’ and ‘planet’. These chari-ties can be found world-wide. The lottery plays a pioneering role in the quest for a fair and enterpris-ing, green and responsible world.

Benefi ciaries for‘people’

Afl atoun is active in more than 30 countries, where it teaches chil-dren how to handle money.Amnesty International carries out investigations into serious viola-tions of human rights and acts to

stop and prevent these. In fi fty years, AMREF Flying Doctors has grown to become the largest healthcare organisation in Africa, mainly through educa-tion, information and training to prevent disease. Médecins sans Frontières provides emergency medical aid, for exam-

ple in confl ict areas such as Sudan and Eastern Congo. BiD Network wants to contribute to sustainable economic growth by identifying and assisting innova-tive businesses with growth poten-tial in developing countries.As well as supporting the Clinton Foundation in the fi ght against

HIV/AIDS, the lottery supports the expansion of the Clinton Climate Initiative, which aims to reduce the emission of greenhouse gases in the major cities of the world.Club de Madrid helps government authorities, institutes and individ-uals in the often diffi cult democra-tisation process.CoMensha is the national coordi-nation centre for victims of people traffi cking.Cordaid Memisa supports health projects in developing countries by making expertise and resources available to local organisations. Cordaid People in Need operates worldwide to help victims of disas-ters and war with water supplies, food distribution and agricultural materials.Half of all new HIV infections oc-cur in people under the age of 25. dance4life seeks to involve young people in the struggle against HIV and AIDS.Defence for Children-ECPAT operates worldwide to fi ght sexual exploitation of children.The Dutch branch of Médecins du Monde works to secure access to healthcare institutions for the most vulnerable groups in society.The European Partnership for De-mocracy is a partnership of fi fteen European foundations that work to stimulate democratisation proc-

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‘Tibet in Song’ by Ngawang Choephel was one of the winners during the Amnesty International’s fi lm festival Movies that Matter.

Almost 600,000 children in 31 coun-tries have learned how to handle money through Afl atoun’s educa-tional programme.

esses throughout the world.Fairfood International combats hunger and poverty by making the food industry more sustainable.Fair Trade Original was incorpo-rated in 1959 and is the founder of development trade, an initiative that has since been adopted all over the world.Free Voice has already put news for young people on television in seven developing countries: South Africa, Afghanistan, Zambia, Suri-name, Peru, Indonesia and Burma.Hivos works towards a free, fair and sustainable world together with eight hundred partner organi-sations in over thirty countries in Asia, Africa and Latin America.Humanitas helps people who struggle to get by on their own, and organises activities such as children’s holiday weeks, peer support groups and buddy projects throughout the Netherlands.Human Rights Watch defends hu-man rights all over the world by investigating and drawing atten-tion to human rights violations.ICCO’s mission is to give people in developing countries access to basic services such as education and health care.IMC Weekendschool provides sup-plementary education to motivated children aged ten to fourteen from

socially and economically deprived communities in the Netherlands.The goal of the Johan Cruyff Foundation is to encourage as many children as possible to exer-cise and take part in sports.The Children’s Fund MAMAS

carries on the work of the Nelson Mandela Children’s Fund to pro-vide fair, equal opportunities to the millions of children living below the poverty line in South Africa. The National Association of Fair Trade Shops works on behalf of Fair Trade Shops in the Nether-lands to bring the whole fair trade chain to a higher level.The Leprosy Foundation can identify, test and help cure leprosy patients. It has been doing this successfully in Africa, Asia and Latin America for forty years. The Liliane Foundation provides direct, small-scale and personal aid to children and young people with disabilities in developing countries. Mama Cash is committed to a non-violent and just world in which

women and men are free to make choices and develop their talents.The Netherlands Red Cross has been helping victims of disasters all over the world for 140 years, regardless of their religion or origin.Oranje Fonds promotes social cohesion by supporting projects in the Kingdom of the Netherlands that try to involve people in their neighbourhoods and with their neighbours.Oxfam Novib supports people all over the world who are fi ghting for their rights and a decent existence, by supporting local organisations and running campaigns for a fair world without poverty.Plan Nederland is a member of Plan International, a child-focused development organisation, which

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Thanks to an extra project contribution from the lottery, a new SOS Children’s Village for 120 children was opened in Kumasi, Ghana.

During Fair Trade Week, the Max Havelaar Foundation, Fair Trade Original and the National Association of Fair Trade Shops promote the sale of fair trade products.

aims to permanently improve the living conditions of underprivi-leged children and their families.The Prince Claus Fund stimulates and supports cultural activities in Africa, Asia, Latin America and the Caribbean.The Rafa Nadal Foundation funds sports facilities and education for underprivileged children.Resto VanHarte wants to break down social isolation and improve liveability in Dutch neighbour-hoods by bringing people from various cultural backgrounds together in accessible restaurants.Right To Play is at the forefront of applying sports in development cooperation.Thanks to RutgersWPF, local or-ganisations in developing coun-tries have more and more opportu-nities to arm young people against

sexual abuse, unwanted pregnancy and AIDS. RutgersWPF is a merger of WPF/MYBODY and the Rutgers Nisso Groep.Save the Children works through-out the world to protect children’s rights, such as the right to educa-tion.Simavi has been working on the health of the poorest of the poor for over eighty years. Its spear-heads are clean drinking water, sanitary facilities and care for mother and child. Skanfonds funds projects in the fi elds of care, welfare, social par-ticipation, quest for meaning and spirituality in the Netherlands. Solidaridad considers fair and sustainable trade to be the best strategy for fi ghting poverty.SOS Children’s Villages provides shelter to over 75,000 orphans and

abandoned children in more than 500 villages in 132 countries. Neighbourhood Link aims to pro-mote social cohesion in the Neth-erlands via the Internet. Residents can read about and report what is going on in their neighbourhoods.Stichting de Vrolijkheid arranges activities for the 6,000 children in asylum seekers’ centres, where hardly any play facilities are avail-able.The Max Havelaar Foundation is dedicated to changing existing trade practices in support of pro-ducers in developing countries.The Refugee Foundation works to provide shelter and support to refugees and displaced persons in Africa, Asia, Latin America and Eastern Europe. The Refugee Students Foundation UAF helps well-educated refugees in the Netherlands with their stud-

ies and fi nding work. STOP AIDS NOW! is dedicated to the worldwide fi ght against AIDS. It provides care and medication, gives AIDS orphans a future and uses education and information to help prevent the spread of AIDS.Children’s aid organisation Terre des Hommes focuses on the needs of children worldwide. The Elders, former heads of state and dignitaries, support victims of forgotten confl icts.UNHCR provides protection and aid to refugees and displaced per-sons in nearly 120 countries.UNICEF champions the rights of children. Its projects include a campaign to reduce fears among children in areas of confl ict. The University for Peace works in cooperation with the United Na-tions to train peace negotiators to play a role in resolving confl icts.

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Hasmik Zakarjan of Stichting de Vrolijkheid studies Art and Business and teaches a workshop to children in an asylum seekers centre.

The 25th Resto VanHarte was opened in Amersfoort by Princess Máxima and Managing Director Fred Beekers.

UTZ Certifi ed improves the posi-tion of farmers in the global mar-ket through professionalisation.The Dutch Council for Refugees promotes the rights of refugees and helps them to build new lives in the Netherlands.War Child uses dance, music, edu-cation and sports to help reinte-grate former child soldiers back into society.Wilde Ganzen supports private initiatives with funding and super-vision.The World Food Programme is run by the United Nations and

provides food to undernourished children through their schools.World Press Photo provides train-ing to press photographers in countries in which the political situation does not encourage the development of press photography.

Benefi ciaries for‘planet’

African Parks Network works with African government governments to preserve national parks for the future. ARK strives for nature develop-ment in extensive, robust nature reserves where people are free to wander at will. The Carbon War Room brings together infl uential people, busi-nesses and institutions to imple-ment existing ideas about limiting climate change.

The Nature and Environmental Federations form a network of over a thousand organisations that try to improve the living environ-ment in the Netherlands.The12Landscapes together manage more than seven hundred nature reserves in the provinces of the Netherlands. The Society for the Prevention of Cruelty to Animals rescues animals in distress, acts against animal cruelty and neglect, and provides information on animal-friendly consumption.

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The Refugee Foundation awarded the Van Heuven Goedhart medal to Dr. Mukwege, the Congolese gynaecologist who treats many victims of sexual assault.

The Dutch Caribbean Nature Alli-ance works to preserve the natural heritage of the six Dutch Carib-bean islands, which have a great biological value.The Dutch Coastal & Marine Union protects shipwrecks on the North Sea fl oor, which play an important role in maintaining fi sh stocks.The European Climate Founda-tion wants to achieve a CO2-free, renewable energy supply by the year 2050.The Gooi Nature Reserve creates a continuous natural habitat for wildlife by purchasing land in the central Netherlands. Greenpeace has been using non-violent direct action for over 35

years in places where the environ-ment is at risk. The IUCN National Committee of the Netherlands works to preserve biodiversity worldwide, for exam-ple by supporting regional nature organisations. The IVN Association for Environ-mental Education is devoted to making people in the Netherlands aware of nature and sustainability.Zuid-Kennemerland National Park is building an ecoduct, which will create an 8,000-hectare nature reserve.Hoge Veluwe National Park aims to preserve the park’s unique cul-tural landscape for the future.Landschapsbeheer Nederland seeks to preserve, manage and develop an ecologically sound and beautiful cultural landscape that retains its local character. Friends of the Earth Netherlands campaigns and works together with the government and busi-nesses to address environmental problems in the Netherlands and abroad.

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The sea turtle is one of the many species protected by the Dutch Car-ibbean Nature Alliance.

The Association for Nature Preservation is restoring the Eerde Estate in Om-men thanks to an extra contribution from the Dutch Postcode Lottery.

ARK seeks to create robust nature reserves in which natural processes are allowed to run their course.

The Nature & Environment looks for innovative sustainable solu-tions to nature and environmental problems. The Association for Nature Preser-vation safeguards the natural en-vironment, landscape and cultural history by purchasing, managing and protecting land in the Nether-lands.The Peace Parks Foundation has already created twelve clusters of parks in transfrontier conservation areas in southern Africa. The Postcode Lottery Green Chal-lenge rewards the most innovative idea to reduce CO2 emissions, which can be put on the market within two years.The Rocky Mountain Institute in the United States is a thinktank for scientifi c solutions to climate problems.Sea Shepherd uses direct action, research and education to protect sea life. Neglected and abused animals – particularly monkeys, apes and small exotic mammals – are given a safe place to live at the AAP Foundation. The Climate Group’s mission is to achieve a global economy with low CO2 emissions.The Dutch Cultural Landscape Foundation wants to keep the Netherlands’ centuries-old agricul-tural history permanently visible. BirdLife International in the Neth-erlands is dedicated to helping all wild birds and their habitats in the Netherlands.Thanks to the efforts of the Wad-den Sea Society, there have been visible improvements in this unique area of natural beauty in the Netherlands.The World Wide Fund for Nature is dedicated to helping preserve ecological areas and vulnerable animal species worldwide.

DOEN Foundation

The DOEN Foundation works for a liveable world in which every-one can take part. Founded by the Dutch Postcode Lottery, DOEN supports initiatives that do not (yet) qualify for a direct relation-ship with the lottery. DOEN helps good and innovative initiatives through subsidies if necessary, and through loans and investment if possible. Within the area of social cohesion, DOEN focuses on initia-tives in the Netherlands. Within the sustainable development fi eld of operation, DOEN also supports projects in a large number of other countries.

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Thanks to a new ‘ecoduct’ wildlife crossing to be built in Zuid-Kennemerland National Park, a number of species will have a greater chance of survival.

DOEN Foundation supports Mokum Maritiem, which provides goods trans-port on Amsterdam’s canals with a hybrid boat that runs on electricity in the city and does not emit any CO

2.

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Extra projects

Special initiatives undertaken by benefi ciaries of the Dutch Post-code Lottery qualify for extra fi nancial support. The money for this comes from the proceeds of the two annual extra draws. In 2010, a generous amount of 25.8 million euros went to the fol-lowing twelve extra projects.

Twelve projectsThe Netherlands Red Cross re-ceived 1.3 million euros to provide safe drinking water to the people living in the slums of the Mongo-lian capital Ulaanbaatar.The lottery supported dance4life

and RutgersWPF with 1.3 million euros to teach young people in Indonesia, Thailand, India, Nepal and Pakistan about HIV and AIDS.The Association for Nature Preser-vation received 2.1 million euros to create a nature reserve that changes with the seasons, with room for the river in wet winters and a place for the public to cool down in hot summers. Oxfam Novib received 1.6 million euros to bring about structural improvements in the lives of the people affected by natural disasters in the Ayeyarwady Delta. BirdLife International received 2.9 million euros to expand nature restoration projects in the Sahel region, where 5 billion European

birds spend the winter each year.With the contribution of 2.1 mil-lion euros, BiD Network wants to develop a new online platform to scale up its activities by a factor of ten.SOS Children’s Villages received 1.6 million euros to implement the successful and affordable see & treat method for early detection of cervical cancer in developing countries.With the contribution of 1.6 million euros, Simavi is help-ing to improve hygiene in Kenya by introducing the Peepoo biode-gradable toilet bag. Fairfood International received 1.1 million euros to help pineapple growers on the Philippine island of Mindanao to implement more sustainable production methods.ARK and the World Wide Fund for Nature received 3.1 million euros to develop extensive nature reserves in Europe that enable wildlife tourism.Plan Nederland received 4.6 mil-lion euros to develop the Miss-ing Child Alert in developing countries. This is a free telephone number to report missing children or child traffi cking. The Refugee Foundation and Cordaid People in Need received 2.3 million euros to provide assist-ance to victims of sexual violence in East Congo.

Dream Fund

In 2009, the Lottery introduced the Dream Fund, with which it wants to enable at least one benefi -ciary each year to fulfi l a ‘precious’ dream.

The DOEN Foundation and The Nature and Environmental Federa-tions received 13.5 million euros for their dream: the fi rst power company to generate green energy and save energy together with its customers. The power company, with the working title ‘We Gener-ate’, will ensure that the energy used in the home is 100 percent renewable and locally generated. The company will also boost initiatives in the area of renewable energy generation.

The dream of STOP AIDS NOW! is to eradicate AIDS altogether. Research has shown that people who are given antiviral drugs have a more than 90 percent lower chance of transmitting the virus compared to those who are not treated. STOP AIDS NOW! received 8.8 million euros for the large-scale introduction in Swazi-land of antiviral drugs as a preven-tion method. This approach requires a huge investment, because the costs associated with testing and treatment are high.

Children in Kenya present the Peepoo.

The Association for Nature Preservation is creating in the Velperwaarden a nature reserve that changes with the seasons.

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The SolSource is a small, foldable umbrella mirror, which focuses sunlight to be used for cooking and the generation of electricity. The brilliantly simple construction was developed by Scot Frank and his high-tech helpers, in conjunc-tion with Himalayan locals. The SolSource is a cheap replacement for the indoor wood fi res current-ly used for cooking. Scot Frank is the CEO of One Earth Design, an NGO with for-profi t subsidiaries to produce the SolSource and other technological solutions for basic human needs.

More than moneyScot Frank was awarded the Postcode Lottery Green Challenge Award in the fi nal round of the fourth international contest for green ideas by the jury, chaired by Prince Friso of Orange, a green investment specialist and second

son of Queen Beatrix of the Neth-erlands.The week-long fi nal round of the Postcode Lottery Green Challenge Award, during the Amsterdam PICNIC festival for cultural and technological innovation, brought the fi ve remaining contestants more than a chance for money. The publicity surrounding the price led to a wave of enquiries from pro-ducers and distributors interested in marketing the SolSource in other countries.Runner-up Jason Aramburu had the same experience after he was awarded 200,000 euros for his Re:Char project. The Re:Char is a mobile reactor to turn bio-waste into charcoal. The charcoal not only stores impressive quantities of carbon dioxide, it also acts as a powerful growth accelerator when buried under the top soil of a fi eld. The Re:Char will be marketed in Kenya to begin with, but like the

SolSource it has the potential to conquer the world.SolSource and Re:Char were select-ed from the entries for the 2010 Postcode Lottery Green Challenge. Since 2007, the juries have judged a total of 1137 innovative ideas to counter climate change.

Postcode Lottery Green Challenge 2010An offi ce, paid staff, pre-production prototypes and an initial production run. That’s where the 500,000 euro Postcode Lottery Green Challenge Award 2010 is taking Scot Frank’s SolSource project. And ultimately, it is going to reduce carbon emissions and improve the quality of life for people in Western China and beyond.

Former winners of the Postcode Lottery Green Challenge

2007 Igor Kluin (Netherlands) with the Qurrent network for local alternative energy sources.

2008Eben Bayer (USA) with Green-sulate insulation made using fi lamentous fungi (mushroom roots)Runner-up: Capra J’neva (USA) with Solar Veranda solar panels

2009Dean Gregory (UK) with the Ridgeblade wind generator for micro-level energy productionRunners-up: Hjalmar van Raem-donck (Belgium) with the Side-Wing fuel-saving screenRobert Matthams (UK) with Shiply.com, an online market-place for transportThe fi ve fi nalists of the Postcode Lottery Green Challenge 2010. From left

to right: Scot Frank, Jason Aramburu, Gunawan Kusuma, Teun Wagenaar, Arian Khamooshian.

Chairman of the jury, Prince Friso of the Netherlands presents winner Scot Frank with the cheque for 500,000 euros.

The SolSource.

Charcoal produced by the Re:Char.

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People play the lottery with a lot-tery ticket number based on their postcode. So the people who win the Postcode Street Prize or the ‘PostcodeKanjer’ are usually neigh-bours. This is what makes playing the Postcode Lottery so unique; all the members in a street or neigh-bourhood win together. By playing the Dutch Postcode Lottery, members actively contrib-ute to a better world.

Recruiting & Retaining MembersThe Postcode Lottery actively seeks ways of recruiting new members and retaining existing members. The aim is to recruit in the most targeted way possible, so

that the right person receives the right offer at the right time and in the right way. Targeted recruitment also means fewer mailings and, ul-timately, lower recruitment costs. The package of prizes is evaluated regularly to ensure that it contin-ues to meet the members’ wishes.

Creating a bond is important, to ensure that members want to keep playing. The lottery is also actively developing in this area. Social media in particular provide numer-ous opportunities to communicate with members. This also gives the lottery new knowledge about the members’ wishes and expectations, which the lottery then tries to re-spond to as effectively as possible.These developments gradu-

ally strengthen the bond with the members, and the lottery hopes that this will also increase the involvement with the charities.

TelevisionTelevision continues to be an invaluable medium for the Dutch Postcode Lottery. As well as the awarding of prizes, the television programmes always feature one or more of the lottery’s charities. This is done by means of a short fi lm or a question relating to the charity. To promote the recognisability of the lottery, the major prizes are presented by lottery ambassadors.

Postcode Lottery Hunt for MillionsIn each episode of ‘Postcode Loterij Miljoenenjacht’ (Postcode Lottery Hunt for Millions) on RTL 4, viewers wonder whether

the huge grand prize of 5 million euros will be won that night. Linda de Mol presents this spectacular game show, which is all about the ‘Gouden Koffer Finale’ (Golden Suitcase Final) with the highly coveted grand prize. A series of fi ve shows is broadcast in the spring and the autumn, with a home viewer with the same suitcase number as the fi nalist winning the same prize. The fi ve-show series in the autumn is being given a different structure. In order to emphasise the postcode element and winning together, the stands in the studio will be divided into postcode areas. Members can win a place in the studio with their post-code. The people in one of the ten stands will share an amount equal to that won by the fi nalist. A home viewer will also win this prize.

Getting MembersBy the end of 2010, the Dutch Postcode Lottery had 2,513,733 members with a total of 4,373,948 lottery tickets. Turnover increased by more than 5 percent from 2009 to a record 541 million euros.

In the spring, both the fi nalist and the home viewer won 1 million euros in Hunt for Millions.

Linda de Mol presents the show I Love Holland.

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ties supported by the lottery. On 5 September, the European ‘PostcodeKanjer’ was awarded dur-ing the show, which drew no less than 3 million viewers.

Coffee TimeFollowing a nine-year break, the informative morning chat show ‘Koffi etijd’ (Coffee Time) returned to RTL 4 on 5 April 2010, and is broadcast weekdays from 10:00 to 11:00 a.m. Loretta Schrijver and Quinty Trustfull present the shows, and are sometimes joined by Pernille la Lau. The lottery uses the show to provide a platform for its charities.

What Do the Dutch Think?Jack Spijkerman presents ‘Wat vindt Nederland?’ (What Do the Dutch Think?) on Saturday eve-nings in the spring and autumn on RTL 4. In this show he tests the opinions of Dutch celebrities and non-celebrities. A charity of the lottery is featured each week. The fi rst broadcast in the autumn attracted 1.4 million viewers.

Mailings and publicityIn 2010, there were major re-cruitment campaigns for the two ‘Kanjers’: the 20 million euro ‘PostcodeKanjer’ in April and the 33 million euro ‘KanjerPrijzenpot’ (‘Kanjer’ Prize Pot) at the end of December. There are two parts to the ‘Kanjer’ prizes: a Postcode Prize and a Neighbourhood Prize. Linda de Mol was the face of the 20 million euro ‘PostcodeKanjer’ campaign in April. The campaign with the theme ‘Ik Hou van Hol-land’ (I Love Holland) started with a thank-you letter from Linda to the members. Linda de Mol drew the ‘PostcodeKanjer’ live on air during the Queen’s Day broadcast of I Love Holland on RTL 4. In August, the lottery introduced the 12.3 million euro European ‘PostcodeKanjer’, which is pre-sented together with the People’s Postcode Lottery in Great Britain – where it is introduced as the European Postcode Millions prize pot. Quinty Trustfull and Winston Ger-schtanowitz drew the 33 million euro ‘KanjerPrijzenpot’ (‘Kanjer’

Presenters Quinty Trustfull and Loretta Schrijver (left) of ‘Koffi etijd’ (Coffee Time) with their guests, colleagues from benefi ciary Free Voice.

J

Heroes of Gold‘Kanjers van Goud’ (Heroes of Gold), broadcast immediately after Hunt for Millions, focuses entirely on the lottery’s charities. In this programme a lottery ambassador visits a fi eld worker of one of the charities, usually abroad. One of the fi eld worker’s loved ones joins the ambassador on the trip. The fi eld worker receives 20,000 euros for his project, and receives the ‘Gouden Wimpel’ (Golden Ribbon) pin.

I Love HollandLinda de Mol presents a special, extra-long episode of the family show ‘Ik Hou van Holland’ (I Love Holland) on New Year’s Eve. The programme features fi reworks, traditional Dutch New Year’s Eve

treats, champagne and, of course, a look back at 2010. The Post-codeKanjer is drawn live during the broadcast.

Postcode Lottery One Against 100After ten years, ‘Postcode Loterij Eén tegen 100’ (Postcode Lottery One Against 100) hosted by Caro-line Tensen on Nederland 1 is still extremely popular. One candidate answers knowledge questions on all kinds of subjects. He can win a substantial amount of money by beating all hundred opponents. A permanent item in the show is the live draw of the ‘Straatprijs’ (Street Prize) by Gaston. During One Against 100, there is always attention for the work of the chari-

The lottery used mailings to announce the 33 million euro ‘KanjerPrijzenpot’.

38

prize pot) live on air during the TV programme ‘De Postcode Nieuwjaarsshow’ (The Postcode New Year’s Show). During the campaign, the ‘Kanjer truck’ trav-elled around the country advertis-ing this ‘Kanjer’.

PrizesIn 2010, the Dutch Postcode Lot-tery gave away over 200 million euros in prizes. In addition to the major prizes below, members also have a chance of winning the ‘dagprijs’ (daily prize) of 1,000 per lottery ticket every day. An average of 580,000 prizes are drawn each month, which resulted in over 7 million in prizes in 2010!The ‘PostcodeStraatprijs’ (Street Prize) of 12,500 euros per ticket is drawn each week. With the ‘Straat-prijsVerdubbelaar’ (Street Prize Doubler) this prize is increased to 25,000 euros. The 20 million euro ‘PostcodeKan-jer’ of April 2010 was won in Enschede in the east of the Nether-

lands. The fi rst European ‘Post-codeKanjer’, organised with the People’s Postcode Lottery (‘Euro-pean Postcode Millions’), was also won in the east of the Netherlands, in the village of Vroomshoop.

Members there won the grand prize of 11.1 million euros. The 1.2 million euro second prize was won in the English seaside resort of Scarborough.The 33 million euro draw of the

biggest ‘Kanjerprijzenpot’ ever was on 1 January 2011. The 25 million euro ‘PostcodeKanjer’ was won in Amsterdam. The remaining 8 mil-lion euros were divided between the eight winning postcodes throughout the Netherlands.

Other prizesIn addition to cash prizes, the lot-tery awards numerous other prizes such as cars, fl at-screen TVs, travel vouchers, laptops, iPods, Postcode Lottery Bikes, hotel packages and tickets to amusement parks. Mem-bers can also win special tickets to

Quinty Trustfull is the face of the campaign for the 33 million euro ‘KanjerPrijzenpot’.

The Postcode Lottery Bike of which thousands were awarded once again in 2010.

The ‘PostcodeKanjer’ was won in Enschede in April 2010. The members in the winning neighbourhood shared 20 million euros and celebrated.

39

concerts, musicals and exclusive events.In December, 7,500 wildly enthu-siastic winners were treated to the concert of famous Dutch singer Jan Smit at the Ahoy theatre in Rotterdam.The lottery was one of the main sponsors of SAIL 2010 in Am-sterdam in August, where eight hundred lottery winners set sail on the historic ship the Sjtandart. In addition, 3,000 winners enjoyed a VIP package at an exclusive con-cert featuring top Dutch artists.Hundreds of winners enjoyed musicals like Mary Poppins and We Will Rock You. The lottery’s smaller prizes also remain popular, such as the Postcode Lottery Ice Cream Prize: sustainably produced fair trade ice cream from Ben & Jerry’s.

Internet and new mediaThe Dutch Postcode Lottery’s website is an important medium in the lottery’s communication with members and other interested people. The role of the new social media, such as Twitter, games and text messaging continues to grow. The lottery has its own Social Media Taskforce, which twitters the daily postcodes and news.

Members can sign up for a text messaging service, so that they receive a text message after each draw, informing them that the results are online. There is also an app for viewing the draw results on the iPhone.GoodGames.nl is a games site where visitors can win great prizes by playing free games, while sup-

Enthusiastic winners at the Jan Smit concert.

Winston GerschtanowitzActor/TV presenter: “The Dutch Postcode Lot-tery makes the difference to the prizewinner and the charities.”

Martijn KrabbéTV presenter: “The Dutch Postcode Lottery sets one record after another: more money for prizes and for the charities

each year!”

Caroline TensenTV presenter: “The Dutch Postcode Lottery is brilliant Lot-tery for people near and far.”

Gaston StarreveldTV presenter: “The Dutch Postcode Lottery makes you feel good, because you’re never the only winner.”

AmbassadorsAmbassadors who represent the lottery play an important role in gaining and retaining the trust of the members.

porting charities at the same time. The site was developed by the three lotteries to allow members and non-members alike to play their favourite games, while gen-erating publicity for the work of the charities at the same time. An amount of 50,000 euros is divided between three internationally operating benefi ciaries of the lot-

teries. The players determine how this amount is divided by choosing which charity receives their points.Participants also receive some fi -nancial incentives from the lottery through the site. They can receive big discounts on products and also have a chance to win extra prizes like a set of suitcases or a mini lap-top through their personal pages.

40

In April 2010, the Swedish Postcode Lottery’s Jackpot, called GrannYra, was shared by many winners in Nättraby on the southeast coast of Sweden.

41

MissionOrganising lotteries to raise funds

for charity organisations and to increase awareness for their work.

1,010,520 families with 1,659,445 subscriptions by end 2010

962,480 prize winners35 charities for people and planet

worldwide2005-2010: 193.1 million euros for

Swedish and international charities

Swedish Postcode Lottery

(Svenska PostkodLotteriet)

42

Actual 2010 Actual 2009 € % € %IncomeLottery Income 277,298,826 100.0% 196,360,832 100.0%Other Income 577,318 0.2% 707,070 0.4%Total Income 277,876,145 100.2% 197,067,902 100.4%

Distribution to benefi ciaries (= remittance) 80,692,282 29.1% 44,174,105 22.5%

Distribution to participants 110,921,687 40.0% 79,413,106 40.0%

Expenses• Personnel Expenses 7,889,634 3.0% 5,744,694 3.0%• Depreciation 7,808,521 3.0% 13,273,008 7.0%• Organisation costs 24,485,107 9.0% 21,669,664 11.0%• Marketing/sales/tv and customer relations 46,143,541 17.0% 32,843,056 17.0%

Total expenses 86,326,803 31.0% 73,530,421 37.0%

Result before fi nancial income and expense -64,628 -0.0% -49,730 -0.0% Financial income and expense 64,628 0.0% 49,730 0.0%

Result before corporation tax 0 0.0% 0 0.0%

Corporation tax 0 0.0% 0 0.0%

Result after corporation tax 0 0.0% 0 0.0%

Statement of revenue and expenditure

Swedish Postcode Lottery in fi gures

43

The amount of money given to charities by the Swedish Postcode Lottery depends on the number of lottery tickets sold. The lottery’s profi ts go to charity. From 2005 to 2010, the lottery distributed more than 1.8 billion Swedish kronor to its benefi ciaries.

35 Benefi ciariesBy the end of 2010, the lottery had 35 benefi ciaries, which receive money directly from the lottery. The lottery supports an even larger number of organisations through the Swedish Postcode Foundation and the Culture Foundation of the Swedish Postcode Lottery. The Swedish Postcode Lottery provides long-term institutional support to organisations working to help vulnerable children and adults, animals and nature, and promote health research in key areas. The lottery believes that the benefi ciaries are the experts in terms of deciding how to spend the fi nancial support they receive. Therefore the contributions to the benefi ciaries are freely disposable at the benefi ciaries’ discretion for every area of their work, as long

Money for charitiesThe Swedish Postcode Lot-tery continued to grow in 2010, raising 771 million Swedish kronor for chari-ties, 301 million Swedish kronor more than in 2009. This growth enabled the lottery to add 8 new benefi -ciaries in 2010.

as it is within the lottery’s fi eld of activity. This allows them to invest money in the areas where it is needed the most. The benefi ciar-ies report their expenditure to the lottery each year.

Alzheimer FoundationThe Alzheimer Foundation pro-vides fi nancial support for research on Alzheimer’s disease and other forms of dementia. The Alzheimer Foundation aims to prevent and fi ght dementia and to offer patients a long and good life through effec-tive treatment and optimal care.

Amnesty InternationalAmnesty International is a world-wide movement of people who campaign for internationally recognised human rights to be respected and protected. Its mis-sion is to conduct research and generate action to prevent and end grave abuses of human rights and to demand justice for those whose rights have been violated.

Children’s Rights in SocietyChildren’s Rights in Society (BRIS) supports children in distress and serves as a link between chil-dren, adults and the community. With support services such as the Children’s Helpline, BRIS-mail and BRIS-chat, children and young people up to 18 years of age can talk to adults about their problems safely, anonymously and free of charge. BRIS wants to strengthen the rights of children and young people and improve their living conditions.

In October, Rickard Sjöberg announced that over 732 million Swedish kronor would be shared between 35 charities.

44

peregrine falcons, white-backed woodpeckers, European wildcats and many other species for reintro-duction.

FriendsFriends is a non-profi t organisa-tion dedicated to the prevention of bullying. It educates and supports schools and sports clubs through-out Sweden so that young children and adolescents can grow up in a safe and secure society where all are treated equally. Friends uses a long-term approach to increase the knowledge and involvement of adults and children through edu-cation, guidance and the formation of public opinion.

FriluftsfrämjandetFriluftsfrämjandet is a non-profi t member-based organisation that develops and runs outdoor activi-ties for all ages. It gives children and young people the opportunity to discover, experience, play and

Eriks Development Partner Eriks Development Partner changes the world by bringing children’s dreams to life, in Sweden and in developing countries. The organisation provides families with the tools and knowledge they need to develop and improve their quality of life. The Speeds School project in Mali, Africa, provides intensive training to children who have dropped out of school so that they can continue in fourth grade in public school.

Foundation Nordens Ark The Foundation Nordens Ark contributes to the conservation of endangered species through breed-ing and fostering, reintroduction, research and education. Nordens Ark, located on the west coast of Sweden, is open to the public and serves as a breeding station for

ECPAT SwedenECPAT Sweden is working for the elimination of child sex trade, i.e. child pornography, child sex tour-ism and traffi cking of children for sexual purposes. ECPAT Sweden’s goal is to stop the customers because the child sex trade would not exist without the demand. One example is ECPAT’s collaboration with the National Criminal Police and the fi nance sector to stop transactions to commercial child pornography sites.

DiakoniaDiakonia’s vision is that all people should live their lives in dignity and have the opportunity to exer-cise their civil and political rights, including a secure livelihood, a peaceful living environment and the knowledge to infl uence their situation. Diakonia supports more than 400 partner organisations in about 30 countries that work on democratisation, human rights, gender equality, economic and social justice and peace and recon-ciliation.

After eight months of Speed School training, this girl can go back to the public school, thanks to Eriks Development Partner.

With the support of the Postcode Lottery, Friends has been able to work with more schools and sports clubs throughout Sweden.

45

My Big DayThe goal of My Big Day is to grant wishes to critically ill children suf-fering from life-threatening diseas-es. These children need something wonderful to think about while undergoing diffi cult treatment and long hospital stays. In cooperation with Sweden’s University Hospi-tals, the foundation works with the children’s families and primary care physicians to help make their wishes come true.

Médecins Sans Frontières Médecins Sans Frontières is an international medical humanitar-ian organisation that provides emergency medical assistance to populations in danger in more than 70 countries. The lottery’s contribution is used for a number of projects, including HIV/AIDS treatment in Burma, Congo-Kin-shasa and Ethiopia, and support for refugees in Darfur and the population of South Sudan.

learn within the natural environ-ment. Friluftsfrämjandet knows that healthier and happier children with knowledge of the environ-ment will contribute to sustainable development in society and the world.

GreenpeaceGreenpeace is a global campaign-ing organisation that acts to change attitudes and behaviour, to protect and conserve the environ-ment and to promote peace. In 2010, the contribution from the Postcode Lottery was used towards helping to protect the world’s ancient forests in the Amazon and Indonesia, funding the construc-tion of a new campaign vessel – the Rainbow Warrior III – and supporting environmental work in China.

Hand in HandHand in Hand aims to eliminate poverty by creating enterprises

and jobs. This is done through a self-help method based on educa-tion and entrepreneurial training in combination with microfi -nance. Sustainability is secured by integrating programmes within child labour elimination, health, democracy and the environment. This successful model developed in India is now being expanded into other countries.

Kvinna till Kvinna FoundationThe Kvinna till Kvinna Founda-tion supports women in times of war and confl ict, with the aim of increasing women’s power and infl uence. Kvinna till Kvinna has 115 partner organisations in the Western Balkans, the Middle East, the Southern Caucasus, Congo-Kinshasa and Liberia. They work to combat domestic violence and to promote women’s health, and their many tasks include the provi-sion of legal aid.

In August, volunteers accompanied 15 young people who had all previously suffered from serious illnesses on a climb up Sweden’s highest peak on Mount Kebnekaise.

With the lottery’s support, Nordens Ark has been able to expand the number of fi eld conservation projects to include the snow leopard by fi nancing a researcher based in the Gobi Desert.

46

Association works to infl uence society, to spread information and to provide knowledge and a sense of solidarity to people with aller-gies. In 2010, several camps for children with allergies were made possible thanks to grants from the Postcode Lottery.

Swedish Cancer Society The Swedish Cancer Society sup-ports high-quality clinical and experimental cancer research projects. In addition to funding for research on most common cancers such as breast, prostate and colon cancer, funding is also provided for projects investigating more than 20 less common forms of cancer. The ultimate goal for the Swedish Cancer Society is to contribute to the prevention or cure of all forms of cancer.

Swedish Childhood Cancer Foundation Forty years ago, three out of four children with cancer died. Today the fi gures are reversed, and three out of four Swedish children with cancer survive. The partnership between research and clinical work has resulted in this impressive achievement. The future ambition of the Swedish Childhood Cancer Foundation is that all children suf-fering from cancer will be cured.

Swedish Coopera-tive Centre (SCC)SCC has worked with development cooperation through self-help for 50 years, always with the aim of offering poor people the tools they need to fi ght poverty themselves. Thanks to the Postcode Lottery, coffee farmers in Central America

Plan Sweden Plan Sweden is part of Plan Inter-national, which is one of the oldest and largest children’s development organisations in the world, operat-ing in 48 developing countries across Africa, Asia and the Ameri-cas. Plan operates independently, with no religious, political or governmental affi liations.

Save the ChildrenSave the Children supports chil-dren at risk and infl uences public opinion all over the world. In Sweden, the organisation reinforc-es children’s rights in centres for children and young people in crisis in Stockholm, Gothenburg, Umeå and Malmö. In Africa and other parts of the world the focus of Save the Children is on the right of chil-dren to protection in emergency situations as well as protection from sexual abuse and violence.

SOS Children’s VillagesSOS Children’s Villages is the world’s largest charity dedicated to caring for orphans and abandoned children and giving them a home, family, education and medical care. At present, there are about 500 children’s villages in 132 countries. The lottery’s grants will secure continuous work for vulner-able children in countries such as Ukraine and Central African Republic.

Swedish Asthma and Allergy AssociationAllergies are becoming more and more common in Sweden. The Swedish Asthma and Allergy

Peace Parks Foundation SwedenThe Peace Parks Foundation was founded in South Africa by three great visionaries: Nelson Mandela, Anton Rupert and Prince Bernhard of the Netherlands. The founda-tion facilitates the establishment of cross-border conservation areas, thereby supporting sustainable economic development, conserva-tion of biodiversity and regional peace and stability.

NHR – The Swedish Association for Persons with Neuro-logical Disabilities NHR supports persons with neu-rological diseases or injuries and their relatives and friends. In Swe-den, over half a million people live with neurological diseases such as Multiple Sclerosis, Parkinson’s disease, stroke or ALS. NHR offers information, support and advice. NHR currently has around 14,000 members and 90 local branches.

Coffee farmers in Central America have enhanced their exports under the Fair Trade and Organic Coffee labels, thereby increasing their income.

47

have been able to enhance their exports under the Fair Trade and Organic Coffee labels, thereby increasing their income.

Swedish Guide and Scout Council Any child or young person can join the scout team and grow in self-confi dence while having fun among friends, without any demands for achievement or elite performance. The council has 100 years of experience and inspires young people to become the lead-ers of the future. Its objective is to prepare young people for life.

Swedish Heart-Lung FoundationCardiovascular and Pulmonary disease are among the leading causes of death in Sweden. The Swedish Heart-Lung Foundation, which funds the majority of inde-pendent heart and lung research in

Sweden, grants close to 160 million Swedish kronor to research each year. Special efforts have been made in the funding of stroke research.

Swedish Red Cross The Swedish Red Cross is the biggest humanitarian voluntary organisation in Sweden, with ap-proximately 232,000 members and 30,000 volunteers. By support-ing the Red Cross, the Postcode Lottery helps to reunite families that have been split by confl ict or natural disasters. It also pro-vides healthcare for refugees, train emergency response groups, and contributes to HIV/AIDS projects in Africa and South America.

Swedish Rheuma-tism Association More than one million Swedes have some form of rheumatic disease. The goal of the Swedish Rheumatism Association is to give all people with rheumatic disease full participation and equality in all areas of society. The association provides everyday support and funds research to fi nd a cure for rheumatism.

Swedish Sea Rescue Society The Swedish Sea Rescue Society (SSRS) has more than 60 life-saving stations along the Swedish coasts and lakes, over 150 boats

Training and exercise is important for people with rheumatic diseases.

With the donation from the Postcode Lottery, SSRS was able to move around and crew 10 hovercrafts in the extreme cold winter.

48

and more than 1700 volunteer sea rescuers. During the extreme cold weather this winter, SSRS was able to move around and crew 10 hovercrafts where all other rescue forces failed. SSRS also set up a new education and training pro-gramme for volunteer rescuers.

Swedish Society for Nature Conservation The Swedish Society for Nature Conservation is an environmental organisation with the power to bring about change. They spread knowledge, map environmen-tal threats, create solutions, and infl uence politicians and public authorities, at both national and international level. The organisa-tion has created one of the world’s strictest eco-labelling systems, Bra miljöval.

The City MissionsThe City Missions eases acute distress and provides a way back for people who struggle to cope in

life. The mission is to identify the need in Sweden and work hard to improve the situation by establish-ing and running help centres for all age groups. The association also

provides a voice for people in need and helps generate opinion by fo-cusing on their issues and through debate.

UNHCRThe Offi ce of the United Nations High Commissioner for Refugees (UNHCR) was established in 1950 by the United Nations General Assembly. The agency has the mandate to lead and coordinate international action to protect refugees and resolve refugee prob-lems worldwide.

UNICEFUNICEF is mandated by the UN to advocate for the protection of chil-dren’s rights. UNICEF negotiates with governments, co-operates with international and national organisations and gives direct support to children on a grassroots level. Funds from the lottery go to

children in Malawi orphaned by AIDS and street children in Para-guay. In 2010, support was also provided in response to emergen-cies in Haiti and Pakistan.

World Wide Fund for NatureThe mission of the World Wide Fund for Nature (WWF) is to stop the degradation of the planet’s natural environment and to build a future in which humans live in harmony with nature. It is conserving the world’s biological diversity, ensuring that the use of renewable natural resources is sustainable and promoting the reduction of pollution and waste-ful consumption. Two of the major focus areas for WWF during 2010 were the climate and saving the Baltic Sea.

The Clinton Foundation is working to alleviate poverty, improve global health, strengthen economies, and protect the environment.

UNHCR’s primary purpose is to safeguard the rights and well-being of refugees.

49

Sir Richard Branson, founder of the Virgin Group and the founda-tion Virgin Unite, came to Stock-holm on April 29, 2010 to par-ticipate in the Swedish Postcode Lottery’s event on social entrepre-neurship. “When I can get out there and show other entrepreneurs how to contribute to a better world, it will hopefully inspire others to do the same,” said Richard Branson. Virgin Unite’s aim is to help revo-lutionise the way businesses and

Event on Social Entrepreneurship

Sir Richard Branson was one of the main speakers at the event on Social Entrepreneurship.

Swedish Postcode FoundationThe mission of the Swedish Post-code Foundation is to promote positive change and sustainable development for people, animals and nature by offering fi nancial support to organisations and short-term projects in Sweden and internationally. The Clinton Foun-dation, the Base Camp Foundation and the Nelson Mandela Founda-tion are examples of organisations that receive support from the Foundation. An example of a project with tangible results is the organisation Operation Smile Sweden, which performed surgery on a large number of Ethiopian children born with severe cleft palates.Another example is WaterAid Sweden, an organisation that con-structed wells to provide 10,000 vulnerable people in Bangladesh with clean drinking water.

Culture Foundation of the Swedish Postcode LotteryThe Culture Foundation of the Swedish Postcode Lottery supports social organisations and projects aimed at increasing integration and understanding between people. The work of this new foundation encourages cooperation both na-tionally and across borders, where the social impact of a cultural act is the goal.

the social sector work together – driving business as a force for good. Virgin Group is successful in sectors ranging from mobile telephony to transportation, travel, fi nancial services, media, music and fi tness.

The Swedish Minister for Enter-prise, Maud Olofsson, also participated in the event and explained what she wants to do to create better conditions for social entrepreneurs in Sweden. Profes-

sor Willem van Riet of the Peace Parks Foundation also attended the event and talked about how the foundation works to create peace and sustainable development in several African countries.

50

PostkodKampen ‘PostcodeChallenge’In the summer of 2010, the lottery launched a new family entertain-ment show called ‘PostcodeChal-lenge’. In the show contestants from eight different cities compet-ed for the grand prize of 100,000 Swedish kronor to be donated to the winning team’s charity of choice. Two teams per show faced a series of wet races, slippery treadmills and physically challeng-ing obstacle courses.Rickard Sjöberg hosted the show together with sidekicks Sandra Dahlberg and Kim Kärnfalk. To mark the lottery’s fi ve-year anniversary, a special sales cam-paign was designed for the show, in which Street Prize presenter Magdalena Graaf handed out fi ve million Swedish kronor a week to a winning postcode during fi ve

Swedish TV personality. On aver-age, the show is watched by almost 1 million Swedes, making it one of the most popular programmes in Sweden. In November 2010, the show presented its fourth Million-aire.The Friday show includes a feature with the weekly draw results and the postcode prizes, presented by Magdalena Graaf, Sandra Dahlberg or Kim Kärnfalk, who visit the winning neighbourhood of that week. The Saturday show includes a short feature about one of the charities.

Between 25 October and 6 No-vember, the Postcode Millionaire was broadcast six days a week. In addition to the usual show, people could follow the Swedish Postcode Lottery’s annual distribution of proceeds to the benefi ciaries of the lottery.

debit and participate in all the draws of that month. The win-ning numbers are presented every Monday to Sunday. The ‘GrannYra’ jackpot is awarded to a winning postcode three times a year.

The Postcode MillionaireIn May 2010, the Postcode Mil-lionaire was broadcast for the 400th time. The game show, based on the ‘Who Wants to Be a Millionaire?’ format, is broadcast every Friday and Saturday on Sweden’s largest commercial televi-sion channel TV4. It is hosted by Rickard Sjöberg, a well-known

By using the potential of the mar-ket forces – in marketing, through television entertainment and large lottery prizes – the Lottery gener-ates money for charity that would never have reached the sector otherwise.

How to playThe Swedish Postcode Lottery is based on the same format as the other Postcode Lotteries, where the postcode is the basis of the lottery ticket number. The price of a lottery ticket has remained unchanged, 150 Swedish kronor a month, which is approximately 15 euros. Members pay by direct

Getting MembersThe Swedish Postcode Lottery keeps growing every year. By the end of December 2010, 1,010,520 families were taking part in the Lottery with a record number of 1,659,445 tickets. This resulted in more money for chari-ties as well as more money in the prize pot.

In PostkodKampen contestants compete to raise money for the charities of their choice.

For the fourth time in history of the show a winner won 1 million Swedish kronor.

51

weeks in July and fi ve weeks in August.

Our Children’s LifeTo mark the 21st anniversary of the United Nations Convention on the Rights of the Child, a docu-mentary series was broadcast on four evenings in December 2010. The series, called ‘Our Children’s Life’, was made by the Swedish Postcode Lottery in collaboration with TV4 and lottery benefi ciaries. With the series the lottery wanted to raise awareness of the global situation with regard to children and show the amazing work that is done by the charity organisa-tions supported by the Lottery. And most importantly, it wanted to show that, despite the fact that children are still the most exploit-ed in confl icts and poverty, there are solutions.‘Our Children’s Life’ showed that there is hope. If we all act together in a sustainable way, we can im-prove the lives of all children.

Prizes40 percent of the turnover goes to lottery prizes and the ticket buyers have a chance to win every

day, all week long. From Monday to Thursday plus Saturday, ticket buyers with the winning postcode win 10,000 Swedish kronor per

ticket, and those with the winning postal number win 1,000 Swedish kronor per ticket.Each Friday, the prize in the win-ning postcode is 100,000 Swedish kronor per ticket, and the person whose ticket matches the complete winning number also wins a Volvo V 70 worth about 290,000 Swed-ish kronor. Ticket buyers with the winning postal number win 10,000 Swedish kronor per ticket.Every Sunday, the prizes are 1,000 Swedish kronor per ticket for those with the winning postcode and 150 Swedish kronor per ticket for those with the winning postal number. The prizes awarded each Sunday amount to at least 3 mil-lion Swedish kronor.Furthermore, the GrannYra draw takes place three times a year, in addition to which the Lottery gives away big prizes during special campaigns.

Sandra Dahlberg (right) presents the cheques for 900,000 Swedish kronor to a happy winner.

StreetPrize winners celebrating together in the neighbourhood.

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GrannYraThe GrannYra is a special drawing held three times a year. It is unique since all ticket buyers in the win-ning postcode win together with their participating neighbours. The GrannYra event is broadcast in a half-hour TV programme.

On 18 April 2010, 581 winners in Nättraby outside the town of Karl-skrona on Sweden’s south-eastern coast won 75 million Swedish kro-nor between them. Seven of them became millionaires. The second GrannYra of the year took place on 17 October in Gävle, a town 180 km north of Stock-holm, where 91 million Swedish kronor was shared among 42 win-ners.The fi nal GrannYra of the year took place on 23 January 2011 when 159 million Swedish kronor was shared by 130 ticket buyers in Visby, the biggest city on the island Gotland off the east coast of Sweden. This time 11 ticket buyers became millionaires and one of them won as much as 37 million Swedish kronor.

1 million a dayThe Swedish Postcode Lottery conducted eleven direct marketing campaigns in 2010. All of them were supported by both outdoor advertising and TV commercials.In January, the offer was 1 billion Swedish kronor in prizes during the year and 1 million Swedish kronor a day to be shared by the members in the winning postcode during a 10-day period in Febru-ary. In February the offer was the same, although turned around, making the 1 million kronor a day the main offer. The campaigns at-tracted new customers, and limited drop offs after the GrannYra in January.

Free lottery ticketIn both April and October, the pre-vious year’s success with a free lot-tery ticket for both prospects and current customers was repeated.

100,000 kronor per hourFollowing the success of the free ticket campaign in April, a mailing was sent to both prospects and current customers in May, offering them the chance to win 100,000 Swedish kronor per hour per ticket until the total prize pot of 35 mil-lion Swedish kronor was reached. This campaign was identical to the successful campaign in November 2009 with a ‘credit card’ made of environmentally friendly paper. The 2010 campaign was just as successful as the previous year’s campaign.

5 million each Friday for 5 weeksTo retain members during the summer, the Lottery decided to run campaigns targeted at both prospects and current custom-ers. The same offer was run in both June and July: 5 million each Friday for 5 weeks, to be shared by the customers in the winning post-code. Drop-offs stayed low and the

campaign also attracted new ticket buyers. The winners were shown each Friday evening in the new TV show ‘Postcode Challenge’.

1 million every hour In November, both prospects and current customers were offered the chance of participating in a 1 million per hour ‘hunt’. The draw started in the TV show ‘Post-code Millionaire’ on the Friday evening and ended 24 hours later in the Saturday evening show. The winning postcodes were updated hourly on the web.

PostkodNyheterna The PostkodNyheterna (news-letter) is used to inform current customers about the Lottery. In March, a mini version of ‘Ny-heterna’ was distributed as a non-personalised folder. In December, current customers received a full-size, 12-page, extended Postkod-Nyheterna featuring articles about all the 35 charities and advertising the next GrannYra by reporting on the last one in Gävle.

Winners of the GrannYra in Nättraby in April who shared 75 million Swedish kronor.

A couple winning 200,000 Swedish kronor and a Volvo V 70.

53

Sandra DahlbergTV presenter, artist and singer, who participated in the Eurovision Song Contest:“Most of my life, I’ve been

working with charity and aid. Pre-senting prizes is really a great job, from all angles.”

Kim KärnfalkTV presenter, former singer of the band Friends and writer:“I don’t think of the Postcode Lottery as a

lottery in the fi rst instance, since everyone who participates is a win-ner. After all, it’s an investment in our future.”

Rickard SjöbergTV presenter of Postcode Mil-lionaire:“I can truly identify with the Lottery and the idea that those less fortunate

win at the same time as I can win.”

Amelia AdamoAmbassador and founder of several Swedish lifestyle maga-zines:“The rapid growth of the Swedish

Postcode Lottery proves not only the enormous willingness the Swedish people have to participate in the Lottery, but also the willingness to contribute to a better world. Quite incredible!”

Magdalena GraafTV presenter, writer and founder of Graaf Sisters Children Cen-tre in Nagpur, India, for children from

the slums: “This is the job of my dreams. I grew up in a family involved in char-ity work, so it has always been an important part of my life.”

Public RelationsSome of the prizes awarded by the Swedish Postcode Lottery at-tract good publicity in the media. The ‘weekly prize’ on Fridays is featured in the local papers some-where in Sweden almost every week. The biggest prize, the ‘Gran-nYra’ received plenty of interest in the evening newspapers and in the local media in the winning cities. The competitors in the TV shows ‘Postcode Millionaire’ and ‘Post-code Challenge’ also received a lot of publicity in local papers.There was a great deal of attention for the Swedish Lottery Event on Social Entrepreneurship in April with Sir Richard Branson and the Minister for Enterprise and Energy, with articles in Dagens Industri, Sweden’s biggest business paper and newspaper Svenska Dagbladet.

OnlineThe website is a platform, which visitors can use to sign up for the lottery, fi nd draw results, see the winners, read about charities and play games. It is also used to spread knowledge about the lot-tery in general and features videos of winners and the charity organi-sations.

Ambassadors and TV presentersAmbassadors who represent the Swedish Postcode Lottery and its charities play an important role in gaining and retaining the trust of the members. Work with the ambassadors will continue to develop in the coming year. The Swedish lottery also has four TV presenters.

In a mailing Magdalena Graaf invites people to join the lottery with a chance of winning 5 million each Friday for 5 weeks.

March 27 was the date of Earth Hour 2010. Together with the organisation WWF, the lottery at-tracted attention to the event with an online campaign for climate change. In October, the lottery launched the campaign website ‘Tack alla lottköpare’ (‘Thank you all ticket buyers’). This was the second year for the online campaign where visitors could follow all money distributed from the proceeds of the lottery ticket sales. The lottery is always working on optimising traffi c to the website. One of the most exciting sales campaigns in 2010 was ‘1 miljon i timmen under 24 timmar’ (1 mil-lion every hour for 24 hours) with the results updated hourly on the site.A new Online department has been formed at the Swedish Lot-tery, which will increase the focus on online marketing and sales in 2011 and beyond.

54

NovamediaThe three Postcode Lotteries were set up by Novamedia, a Dutch company based in Amsterdam. Novamedia was established in 1983 to implement innovative, commercial marketing techniques on behalf of local and international charities. In 1989, this led to the launch of Novamedia’s fi rst lottery: the Dutch Postcode Lottery in the Netherlands. Novamedia is the owner of the Postcode Lottery for-mat. Its mission is to create charity lotteries all over the world.

How we work

Frank Leeman. Ruud Esser.

Sigrid van Aken, Managing Director of the Dutch Postcode Lottery

Marieke van Schaik, Managing Di-rector of the Dutch Postcode Lottery

Imme Rog, Managing Director of the Dutch Postcode Lottery

Boudewijn Poelmann.

Jan Oostrom. Eva Struving.Harold Zwaal.

Novamedia runs lotteries in close cooperation with local and inter-national charities like UNICEF, the Red Cross, Amnesty International, Greenpeace and the World Wide Fund for Nature.Novamedia’s lotteries are actively supported by ‘ambassadors’: world leaders, athletes and business per-sonalities. Among them are Nelson Mandela, Bill Clinton, Anna Roo-sevelt, Mikhail Gorbachev, Ruud Gullit, Johan Cruyff, Kaye Adams and Richard Krajicek.The Executive Board consists of Boudewijn Poelmann (CEO),

Ruud Esser (CFO) and Frank Lee-man (CCO).They are supported by a team of Concern Directors: Annemiek Hoogenboom (Director Great Britain), Jan Oostrom (IT Direc-tor), Eva Struving (International and Charity Director) and Harold Zwaal (Commercial Director).And also by a team of Functional Directors: Sandor Brouwer (Busi-ness development Director), Simone van Bijsterveldt (Finance Director), Martijn van Klaveren (Communications Director) and Virginie Kuijer (HR Director).

Dutch Postcode LotteryTogether with two other Novame-dia charity lotteries in the Neth-erlands, the FriendsLottery and the BankGiro Lottery, the Dutch Postcode Lottery is part of Holding Nationale Goede Doelen Loterijen N.V.

The Supervisory BoardThe Supervisory Board of Holding Nationale Goede Doelen Loterijen N.V. supervises the management of the holding company and entrusts to it the day-to-day running of the Dutch Charity Lotteries. The Board’s responsibilities include supervising the use of the licence granted to Nationale Postcode Loterij N.V. by the government.

A growing total of 600+ people work for the three lotter-ies. The majority work in the customer service teams that provide direct contact with members. The structure of each lottery organisation varies from country to country, depending on the size of the organisation and on the lot-tery licences.

55

Legal Partners Ltd in Richmond, in accordance with the Gambling Act 2005. The Netherlands Metrology Institute (NMI) audits the draw engine. PwC audits the IT require-ments. Financial auditing of the Postcode Lottery Ltd is carried out by The Gallaghers Partners.

in Edinburgh. The Directors of Postcode Lottery Ltd are Boudew-ijn Poelmann and Ruud Esser. Annemiek Hoogenboom is the Country Director and Jo Bucci is the Managing Director. The lottery employs 49 people.

External auditingThe draws are supervised by an independent solicitor from The

People’s Postcode LotteryIn Great Britain, Novamedia B.V. established the Postcode Lottery Ltd, fi nances the lottery set-up and continues to direct its operations. The People’s Postcode Lottery is operating as a society lottery on behalf of its growing number of charity partners. It is regulated by the Gambling Commission under certifi cate numbers 829-N-102511-003 and 829-R-102513-003 dated 1 January 2009. This is an external lottery manager (ELM) licence which enables the lottery to run the draws on behalf of the societies. All charity partners hold remote and non-remote lottery licences to receive proceeds from the weekly draws. A personal lot-tery manager’s licence has been issued to the Company Directors, the IT Director and the Country Director.

ManagementThe People’s Postcode Lottery has two offi ces in Great Britain. The back offi ce is in Richmond, London, and the front offi ce is

ManagementAs of 31 December 2010, the Exec-utive Board of the Dutch Holding Nationale Goede Doelen Loterijen N.V. consisted of Boudewijn Po-elmann, Frank Leeman and Ruud Esser. Sigrid van Aken, Marieke van Schaik and Imme Rog are the Managing Directors of the Dutch Postcode Lottery, the BankGiro Lottery and the FriendsLottery. The joint organisation of the three lotteries employs a total of 473 people.

External auditingLottery licences in the Netherlands are granted by the Minister of Justice. The Ministry of Justice and the Dutch Gaming Control Board supervise the national gaming licences and compliance with the Act on Games of Chance. Audi-tors from PwC audit the fi gures, and its computer experts check the data processing of the members’ accounting records. The Netherlands Metrology Insti-tute audits the processes regard-ing the fairness of the lottery. The civil-law notary, mr. J.P. van Harseler in Amsterdam, carries out the draws of the Dutch Charity Lotteries.

Jo Bucci, Managing Director of the People’s Postcode Lottery.

Former Prime Minister Tony Blair meets Country Director Annemiek Hoog-enboom of the People’s Postcode Lottery.

56

Niclas Kjellström-Matseke, CEO of Novamedia Svenska PostkodLot-teriet AB.

Swedish Postcode LotteryThe Swedish Postcode Associa-tion has been licensed to hold a lottery in Sweden. Benefi ciaries of the lottery are members of this association. Novamedia Svenska PostkodLot-teriet AB operates the Swedish Postcode Lottery on the basis of a contract concluded with the Swed-ish Postcode Association.

The BoardThe Board of the Association is composed of leading representa-tives from society and consists of fi ve members and the Lottery

Manager as an additional member. Based on recommendations from the Charity Department, the Board decides on the addition of new benefi ciaries as well as how pro-ceeds are to be distributed between the benefi ciaries.Novamedia Svenska PostkodLot-teriet AB has run the Swedish Postcode Lottery since 2005. It is based in Stockholm and grew to 103 employees in 2010. The mem-bers of the Board of Directors are Boudewijn Poelmann, Ruud Esser and Eva Struving.

ManagementNiclas Kjellström-Matseke is the CEO of Novamedia Svenska PostkodLotteriet AB and the Lot-tery Manager appointed by the

Swedish Gaming Board. These two roles combine the commercial con-cept of the business with the idea of generating money for charity

organisations through the lot-tery. The Swedish Gaming Board, which grants the lottery licence, collaborates closely with the Lot-tery Manager and supervises the lottery. As the Lottery Manager, Niclas Kjellström-Matseke is an additional member of the Board of the Swedish Postcode Association, the entity which holds the lottery licence.

External auditingPwC audits Novamedia Svenska PostkodLotteriet AB (the op-erator); KPMG does this for the Swedish Postcode Association (and the lottery).

Playing the Postcode Lotteries is unique: members always win together with others, usually their neighbours. 42 winners in Gävle received a share of the Swedish Postcode Lottery’s GrannYra of 91 million Swedish kronor.

57

Sustainable and enterprising with ‘Planet First!’

The Postcode Lotteries and the other charity lotteries in the Netherlands are taking the next step together. In 2010, the lotteries translated their vision on sustain-ability into a strategy with measur-able objectives for nine specifi c themes. The charity lotteries adopted these themes together on the basis of the Planet First! document, which has formed the foundation of this CSR policy since 2009. The mission, vision and core values of the lotteries, supplemented with sustainability themes of similar organisations (benchmarking) and a media analysis of sustainability themes further defi ne the choice. The lotteries also looked at issues that are important to the parties concerned, such as government authorities, politicians, benefi ciar-ies, employees and participants.

ThemesThe activities above resulted in nine themes on which the lotter-ies will work in the coming years, with progress reports to be issued each year. The progress reports must satisfy the requirements of the Global Reporting Initiative (GRI). Like the annual accounts,

these reports will be submitted to the auditor for approval. A baseline measurement was un-dertaken for seven of the sustain-ability themes in 2010, and the lot-teries formulated specifi c targets. The detailed Planet First! report is available on the website: www.novamedia.nl. The main aspects of the nine themes are summarised below.

Fair and real cost pricingThis concerns what the actual costs of a product are and whether a fair price has been paid. This also includes the costs of pollution. In this context, for the last few years, the charity lotteries have used FSC-certifi ed paper and wood products as much as possible. To-day, 90.3 percent of the paper used by the Dutch Postcode Lottery has an FSC label or is recycled. In the UK the lottery has ensured paper recycling facilities are available in every offi ce. The company restau-rant in the Netherlands, ‘de Eegh-erij’, uses organic and fair trade ingredients where possible.The lotteries will draw up a code of conduct for this theme in 2011,

which suppliers must observe. Besides a fair price and concern for the environment, the code will also include existing purchase conditions regarding discrimina-tion and child labour, which are already contained in the purchase conditions.In 2011, Sweden will focus on in-company CSR-training for all employees.

Carbon footprintCO

2 emissions have a major im-

pact on the climate. In 2010, the lotteries’ CO

2 emissions were made

up of the components shown in the fi gure. In 2010, the lotteries’ gross emis-sions amounted to 17.5 tonnes of

CO2 per FTE (full-time equiva-

lent). A total of 1.6 tonnes per FTE were offset in 2010.An important focus of the Swedish Postcode Lottery during 2010 has been on mapping the carbon foot-print of the Postcode Lottery ticket from a lifecycle perspective, taking into account all important process-es that back up the lottery ticket on its path through the company – direct marketing, TV-production, events, product prices, travelling and the offi ce.The lotteries do all they can to limit CO

2 emissions as much as

possible. For example, the Dutch lottery has an electric car. The production of some of the lotteries’ printed materials, including the international employee magazine,

Dedication to a better world, the Planet First! document, the Postcode Lottery Green Challenge, good employment practice and measures to spare the environment are all part of a sound policy of corporate social responsibility (CSR). Through this policy, the lotteries take responsibil-ity for the impact of their activities on people and on the environment.

Net footprint: 6,218.4 t

Emissions

8 4 t

Sweden 1,275 .1 tGreat Britain 986 .4 tThe Netherlands 4,576 .9 t

Compensation

Sweden 0Great Britain 0The Netherlands 620.0 t

Carbon footprint offsetting 2010 (tonnes CO2)

58

were also climate neutral for the fi rst time this year, under the Cli-matePartner label.

Energy dependency and local sourcing of renewable energyThe world is dependent on fossil fuels and the suppliers thereof. In order to safeguard future energy supplies, it is necessary to gener-ate energy locally and on a small scale. In particular, the lotteries seek to encourage the local and sustainable generation of energy. The Dutch and Swedish lotteries purchased 100 percent renewable electricity in 2010. This is not yet being done in the UK. The Swedish Postcode Lottery moved its offi ces to a classifi ed ‘Green Building’ and has been working on a new green informa-tion infrastructure in cooperation with the Dutch.

Training and developmentThe lotteries consider employee development to be of great impor-tance. In 2010, the Dutch lottery spent 2.7 percent of its salary costs on employee training and devel-

opment, while the much smaller UK lottery spent 0.5 percent. The Swedish Lottery spent 3.0 per-cent of its salary costs on internal and external training for lottery employees.Launched in 2008, the lotter-ies’ Amsterdam-based training institute, the Lottery Academy, provides training courses tailored to the lotteries. For example, 34 employees participated in the quarterly ‘TurboLoterijTrainingen’ (TurboLotteryTraining) in 2010. Additionally, in the ‘Masterclasses Goede Doelen’ (Charity Master Classes), employees spend a day learning about how charity funds are divided and the criteria on which this is based. The Lottery Academy also provides training courses for the charity lotteries in other countries and is responsible for the exchange of knowledge between these lotteries. Besides these group training courses, employees also receive individual support from profes-sional coaches, and a number of employees have followed training courses and programmes outside the organisation. The lotteries in each of the coun-tries arrange regular meetings with the charities, which are open to all employees.

Staff engagementThe lotteries’ vision, mission and values require dedicated employ-ees. To be successful in their jobs, they need to be able to relate to and propagate the lotteries’ objec-tives. In 2010, the lotteries in the three countries challenged their employees to fi nd an image which represented each of their core values. The number of entries was overwhelming. Over three hun-dred illustrations and photographs captured one of the core values ‘Courageous’, ‘Sustainable’, ‘Shar-ing’ and ‘Fun’ in a single image. The Dutch Postcode Lottery has taken part in the Great Place to Work® survey since 2009. This international organisation asks em-ployees of the companies involved to evaluate their employers on the values of ‘trust’, ‘respect’, ‘fairness’, ‘pride’ and ‘camaraderie’. Based on the results, a company may or may not earn the title ‘Great Place to Work®’. The results for the Dutch

lottery in 2010 were that 77 per-cent of the employees considered the lottery a ‘Great Place to Work’. This was 2 percentage points higher than in 2009 and more than enough to earn the title. In the Netherlands in 2010, absence owing to illness fell by almost 2 percent to 3.5 percent compared to 5.4 percent in 2009. The decrease was due to the recov-ery of a number of employees on long-term sick leave who returned to work in 2010.In the UK employees are given an extra day’s holiday for a lack of absence, and a childcare voucher scheme has recently been im-plemented. Every month, all UK employees also have the opportu-nity to nominate a colleague who they feel has really embodied the organisation’s core values or made a difference that month.Annual volunteer days allow employees to work closely with charity partners. In 2010, employ-ees painted the rooms of a building

Gas and electricity Non-company cars Commuter travelVehicle fleet Air business travel Paper

3.0%2.9%

1.3%0.1%

3.1%

89.5%

Carbon footprint 2010 composition

%9%

1.3%0.1%1%

89.5%

The production of the fi rst issue of the international staff magazine was completely climate neutral.

59

used for child therapy sessions.In Sweden the employees an-swered an employee survey for the second year in a row. The total score increased from 68 to 69 (out of 100). The employees are espe-cially satisfi ed with the supporting and engaging culture within the lottery and how the lottery re-sponded to the results of last year’s survey by implementing an action plan. The survey results show a strong belief in the company’s con-tinued growth and success.

DiversityThe lotteries are specialised companies with well-educated, professional and socially-oriented employees. The atmosphere is in-formal and pleasantly competitive. The Dutch head offi ce is located in the Amsterdam-Zuid district, near the Vondelpark. This location was chosen due to the attractive work-ing environment and good acces-sibility, particularly for the large group of students working in the Member Services department. This limits the amount of commuting

by employees. On the other hand, these old yet characteristic build-ings demand creative solutions to sustainable management.The new offi ce of the Swedish Postcode Lottery is located in the ultra-modern Water Front Build-

ing in the heart of Stockholm. With the single storey solution, the offi ce is easily accessible for people with disabilities.As of 31 December 2010, the Peo-ple’s Postcode Lottery employed 46 FTEs. The combined organisa-

Staff from the Edinburgh offi ce help paint CHILDREN 1ST Family Resource Centre in Selkirk as part of a Volunteer Day.

Staff outings reinforce the lotteries core values ‘fun’, ‘courageous’, ‘sharing’ and ‘sustainable’. During the party in Wijk and Zee in the Netherlands, employees cleaned up the beach fi rst.

tion of the Dutch Postcode Lot-tery, the FriendsLottery and the BankGiro Lottery employed a total of 473 people. Together they oc-cupied an average of 268 full-time jobs in 2010. The Swedish Post-code Lottery employed a total of 75 FTEs. The majority of the employees were female (UK 65 percent, Netherlands 56 percent, Sweden 60 percent). The ratio is reversed in the Dutch management team, with eight men and six women (43 percent). The majority of the management positions in the UK are also held by women (71 per-cent), compared to 14 percent in Sweden. The aim is to ensure that the management refl ects the com-position of the working population in the different countries. The lotteries would also like to take action to create jobs for peo-ple who are far-removed from the job market.

60

Responsible gamingThe lotteries are dedicated to preventing inappropriate partici-pation. Participation by minors is prevented as much as possible. In addition to all the legal provisions, the lottery in the Netherlands has his own code of conduct, which anyone can read on the websites. With regard to recruitment, there is also a code of conduct and an advertising code, which was drawn up by all games of chance provid-

ers in the Netherlands. The Dutch Advertising Code Committee upheld four complaints concern-ing media communications by the Dutch charity lotteries in 2010. In the UK the lottery adheres to regulations put in place by the UK Gambling Commission and ensures the ‘gambleaware’ logo and internet address is displayed on its own website. Additionally, a Duty of Care policy ensures that players participate in a responsible man-ner. Two complaints were upheld

with regard to mailings by the People’s Postcode Lottery.The Swedish Postcode Lottery abides by several laws that regulate the lottery’s marketing practices in different ways. These are the Marketing law, the Radio and Television law, the Lottery law and the Personal Data Protection Act. The relevant Swedish authorities upheld no complaints concerning the lottery’s mailings.

TransparencyThe lotteries provide full disclo-sure as well as open and honest communication. The Commu-nication departments maintain contact with the media and answer questions from journalists. Annual reports are sent to clients, politi-cians, various government insti-tutions and the media. They can also be requested free of charge and viewed digitally online. Views and information are frequently exchanged with politicians and offi cials in The Hague, Edinburgh, Stockholm, London and Brussels.

The Customer or Member Services departments can be reached in a number of ways: by telephone, websites, fax and by post. The lotteries aim to formulate ob-jectives for this theme in 2011.

Integrity and compli-ance with legislation and regulationsThe lotteries cannot afford to have any doubts arise concerning the fairness of the draws. Therefore, each draw is carried out under the supervision of a civil-law notary.The lotteries are also closely monitored by external supervisors in other areas. During the report-ing year, there were no signifi cant issues with the draws or with the payments to participants and benefi ciaries. This was confi rmed for all countries by the auditors. Incidents in the draw process were promptly identifi ed and effectively analysed and resolved. The lotter-ies want to continue this approach in the future.

The employees of the Dutch Postcode Lottery can use an electric car at work.

The lottery’s new building in Sweden has special environmentally-friendly features, such as glass that also serves as solar panels.

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Report on the chapter ‘Sustainable and enterprising with ‘Planet First!’’

Engagement and responsibilitiesThe chapter ‘Sustainable and enterprising with ‘Planet First!’’ as included in the 2010 Annual Reports of the Postcode Lotteries is a summary of the 2010 Planet First!-report, which we examined. We provided an unqual-ifi ed assurance report dated 28 April 2011, on this report on the basis of a combination of audit and review procedures. The Management Board is responsible for the preparation of the chapter ‘Sustainable and enter-prising with ‘Planet First!’’ in accordance with the criteria for the summary as explained on page 57. We are responsible for providing an assurance report on this chapter.

Work performedWe planned and performed our review procedures in accordance with Dutch law. We performed our engage-ment by analogy with Standard 810 ‘Engagements to report on summary fi nancial statements’.

Conclusion It is our conclusion that the summary as included under chapter ‘Sustainable and enterprising with ‘Planet First!’ is in all materials respects consistent with the 2010 Planet First!-report, in accordance with the criteria for the summary as explained on page 57.

Emphasis of matterWe draw attention to the fact that for a proper understanding of the policies, the activities and the perform-ance of the Postcode Lotteries in relation to corporate responsibility, as well as for an adequate understanding of the scope of our assurance engagement, the chapter ‘Sustainable and enterprising with ‘Planet First!” should be read in conjunction with the full 2010 Planet First!-report, including our assurance report dated 28 April 2011. Our opinion is not qualifi ed in respect of this matter.

Amsterdam, 28 April 2011PricewaterhouseCoopers Accountants N.V.

Original signed by P. Jongerius RA

Assurance reportTo the Management Board of Novamedia Holding B.V./Postcode Lotteries

62

All the charitiesLottery contributions to benefi ciaries – in millions of euros

People’s Postcode LotteryCHILDREN 1ST 0.7 1.0Children North East 0.1 0.2Daisy Chain 0.1 0.1Maggie’s Cancer Caring Center 0.8 1.2Missing People 0.6 0.5National Galleries of Scotland 0.1 0.0Northumberland Wildlife Trust 0.1 0.2People’s Postcode Trust 1.8 1.3Scottish Wildlife Trust 0.6 1.0Woodland Trust 0.1 0.0WWF 0.1 0.0Yorkshire Dales Millenium Trust 0.1 0.1Yorkshire Wildlife Trust 0.1 0.1

Dutch Postcode LotteryAAP Foundation 0.5 4.6Afl atoun 0.5 0.0African Parks Network 0.5 0.0Amnesty International 3.6 54.2AMREF Flying Doctors 0.9 11.8ARK 3.6 10.5Association for Nature Preservation 15.6 268.0BiD Network 2.6 1.5BirdLife International Netherlands 4.8 23.5Carbon War Room 0.5 1.0Children’s Fund MAMAS 0.5 8.5Clinton Foundation 1.7 10.7Club de Madrid 0.5 0.0CoMensha 0.5 0.0Cordaid Memisa 0.5 5.9Cordaid People in Need 4.6 33.0Cross Media Week Foundation 0.1 0.3dance4life 1.8 1.0Defence for Children-ECPAT 0.5 0.5DOEN Foundation 37.0 438.1Dutch Caribbean Nature Alliance 0.5 1.0Dutch Coastal & Marine Union 1.3 0.0Dutch Council for Refugees 10.0 201.1Dutch Cultural Landscape Foundation 0.5 3.1European Climate Foundation 0.5 0.0

European Partnership for Democracy 0.5 1.0Fair Trade (Fair Trade Original, Max Havelaar Foundation, National Association of Fair Trade Shops) 0.9 1.0Fairfood International 1.6 0.5Free Voice 1.0 8.4Friends of the Earth Nederland 1.4 19.5Gooi Nature Reserve 0.9 17.3Greenpeace 2.3 38.3Hivos 0.9 2.0Hoge Veluwe National Park 1.5 0.0Human Rights Watch 0.9 1.0Humanitas 4.5 13.5ICCO 0.9 1.9IMC Weekendschool 0.5 1.0IUCN National Committee of the Netherlands 0.9 15.0IVN Association for Environmental Education 1.4 17.2Johan Cruyff Foundation 1.5 0.0Landschapsbeheer Nederland 2.3 31.4Leprosy Foundation 1.4 16.8Liliane Foundation 1.4 10.8Mama Cash 0.5 1.0Médecins du Monde 0.5 0.5Médecins sans Frontières 13.5 239.9Nature & Environment 1.8 24.1Neighbourhood Link 0.5 4.7Oranje Fonds 15.2 57.4Oxfam Novib 15.1 270.0Peace Parks Foundation 1.4 11.6Plan Nederland 7.3 27.6Prince Claus Fund 0.5 6.3Rafa Nadal Foundation 1.0 0.0Refugee Foundation 2.7 40.5Refugee Students Foundation UAF 0.9 6.1Resto VanHarte 0.5 0.5Right To Play Nederland 0.5 0.0 Rocky Mountain Institute 0.9 2.0RutgersWPF (MYBODY) 0.9 5.3Save the Children Nederland 0.9 8.2Sea Shepherd 1.0 2.6Simavi 2.5 11.7Skanfonds 9.8 36.0

Up to 2010 2010

Up to 2010 2010

63

Society for the Prevention of Cruelty to Animals 1.8 24.1Solidaridad 0.9 1.0SOS Children’s Villages 3.0 13.8Stichting De Vrolijkheid 0.5 2.4STOP AIDS NOW! 9.7 16.7Terre des Hommes 2.3 29.7The Climate Group 0.9 1.5The Elders 0.5 0.0The Netherlands Red Cross 4.9 47.9The Nature and Environmental Federations 2.3 29.7The12Landscapes 11.3 173.5UNHCR 1.4 10.6UNICEF 13.5 244.0University for Peace 0.5 4.6UTZ Certifi ed 0.5 0.0Wadden Sea Society 0.5 13.8War Child 1.4 10.9Wilde Ganzen 0.5 0.0World Food Programme 1.4 7.1World Press Photo 0.5 5.4World Wide Fund for Nature (WWF) 13.5 247.7Zuid-Kennemerland National Park 1.0 0.0

Swedish Postcode LotteryAlzheimer Foundation 0.4 1.1Amnesty International 1.2 1.5Children’s Rights in Society (BRIS) 1.6 3.8Culture Foundation of the Swedish Postcode Lottery 10.5 0.0Diakonia 0.5 0.0ECPAT Sweden 0.3 0.0Erik Development Partner 0.6 0.5Foundation Nordens Ark 0.5 0.0Friends 0.5 0.4Friluftsfrämjandet 0.4 0.0Greenpeace 1.7 2.5Hand in Hand 0.6 0.5Kvinna till kvinna Foundation 0.4 0.0Médecins sans Frontières 3.0 4.4MinStoraDag (My Big Day) 0.4 0.3NHR - The Swedish Association for

Persons with Neurological Disabilities 0.5 0.4Peace Parks Foundation Sweden 0.5 0.0Plan Sweden 1.5 0.8Save the Children Sweden 5.8 16.7SOS Children’s Villages 2.3 2.6Swedish Asthma and Allergy Association 0.5 0.4Swedish Cancer Society 3.1 4.6Swedish Childhood Cancer Foundation 5.0 15.8Swedish Cooperative Centre (SCC) 0.6 0.5Swedish Guide and Scout Council 0.5 0.4Swedish Heart-Lung Foundation 2.6 4.3Swedish Postcode Foundation 10.5 16.3Swedish Red Cross 3.4 4.6Swedish Rheumatism Association 0.6 0.5Swedish Sea Rescue Society 2.4 4.8Swedish Society for Nature Conservation 0.7 0.0The City Missions 1.7 2.5UNHCR 0.7 0.4UNICEF 2.3 2.6World Wide Fund for Nature 5.5 16.7

Other benefi ciaries/Carry forward balance 4.1 2.8Special Projects 3.7 0.0

Up to 2010 2010

Up to 2010 2010

64

Credits

This annual report is printed on FSC paper.

© 2011, Nationale Postcode Loterij N.V., Amsterdam

CommunicationAn internationally oriented department for communications takes care of the group’s communication to stakeholders worldwide. Questions are handled by this team. They can be contacted by sending an e-mail to:

Martijn van Klaveren (The Netherlands), Communications [email protected]

Publisher: Nationale Postcode Loterij N.V. Amsterdam Printing: Joh. Enschedé Amsterdam BV Graphic design: Woldberg&Wesseling dm, Eemnes Production: Concern/Schoenmakers Communicatie-projecten, Amsterdam Translation: Tekst|Support, Amsterdam

The copyright of each photograph belongs to the benefi ciary mentioned in the caption, with the exception of:

Cover and inside cover front: Manuel QueimadelosPag. 2, 7, 9, 11 (t), 24, 27, 35, 36, 38 (b.r.), 39, 54, 59 (b): Roy BeuskerPag. 8: Hans Leijnse/Foto NaturaPag. 22 (b.r.), 23 (b.l.), 37 (b.l.), 38 (t.l.): Gerard van HeesPag. 29 (t.r.): Serger EkenPag. 30 (t.l.): ANP, (b.r.): Ardeshir SourmehiPag. 32 (t): Jari Peltomaki, (b.l.): BS en RD KirkbyPag. 33 (b): Maarten FeenstraPage 40: Patrik ÖsterbergPage 43: Bertil StrandellPage 49: Gustav MårtenssonPage 50 (l): Patrik LundinPage 50 (r): Mathias OtterbergPage 51 (t): Caroline ErikssonPage 51 (b): Angelica CarsfeldtPage 52 (t): Caroline ErikssonPage 52 (b): Patrik ÖsterbergPage 53: Amelia Adamo: Björn Olsson, the rest: Bertil Strandell

We want you to have fun today and we want you to have fun tomorrow.

We are the world’s leading charity lottery. We spread huge amounts of money and happiness

in neighbourhoods and at the same time improve the lives of millions of people all over the world.

That’s what we have been doing for the past twenty years, and that’s what we plan to do for many years to come.

For our planet, and all the people living on it, because the biggest prize for all of us is the future itself.

We know every small step counts. We also believe that, although many things may seem impossible, they can be done.

We are a charity lottery; we want to be courageous, sharing, fun and sustainable.

There is so much to win for all of us. Life is beautiful.


We are a charity lottery

Rafael Nadal became an ambassador of the Postcode Lotteries in 2010. Here he is in action against Roger Federer during the charity match for the Rafa Nadal Foundation on 22 December 2010 in Madrid.

Nationale Postcode Loterij

Visiting address:Van Eeghenstraat 701071 GK Amsterdam


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Telephone 0031 - 20 - 673 24 46Fax 0031 - 20 - 573 75 55


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Annual Reports 2

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utch Postcode Lottery People’s Postcode Lottery Sw

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Registered address:‘The Courtyard’37 Sheen RoadRichmond Surrey

TW9 1AJUnited Kingdom

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14 Links PlaceEdinburghEH6 7EZ

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101 23 StockholmSweden

Telephone 0046 - 8 - 562 488 00Fax 0046 - 8 - 662 58 70


www.postkodlotteriet.se

Annual Reports 2010 Postcode Lotteries

Annual Reports 2010 - People's Postcode Lottery

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