CREATING WINNING PROPOSITIONS ADAM MORECROFT, GAMING DEVELOPMENT MANAGER

ALEXANDRA ACHKAR, GAMING DEVELOPMENT FUNDRAISER

CRAIG POLLARD, GAMING DEVELOPMENT MANAGER

Institute of Fundraising Lotteries, Raffles & Gaming Conference

10 November 2014

CREATING WINNING PROPOSITIONS 2

• Gaming at Marie Curie

• New(ish) team

• We haven’t done

everything right, and

we’re still learning

• Started as critique of

raffle programme

• Led to new Marie Curie

Weekly Lottery

Proposition

£5.1m

Gaming DM

MCWL Gaming Projects

BUT EVERYONE HAS A PROPOSITION, RIGHT?

3

• Your cause is just an umbrella – your raison d’etre

• Don’t include too much cause in prize-led, they don’t care! (?)

Prize Draws

Raffles

Appeals ‘Prize’?

Mechanism?

No cause!

Cause!

Mission!

Storytelling!

BUT WE’RE DOING FINE! 4

WE CAN GET MORE RESPONSE!

• More acquisition gifts

• New acquisition channels

• We can increase our prize funds

• Creative that works

• Mechanisms

• Cause isn’t recruiting?

CAN WE GET MORE LOYALTY?

• More expensive recruitment

• Saturated market

• So can everyone else

• Just like everyone elses

• Build habit, not loyalty

• Why not go to William Hill?

BUT WE’RE DOING FINE! 5

WE CAN GET MORE RESPONSE!

• More acquisition gifts

• New acquisition channels

• We can increase our prize funds

• Creative that works

• Mechanisms

• Cause isn’t recruiting?

CAN WE GET MORE LOYALTY?

• More expensive recruitment

• Saturated market

• So can everyone else

• Just like everyone elses

• Build habit, not loyalty

• Why not go to William Hill?

WHY ARE YOU HERE TODAY?

WHY ARE YOU HERE TODAY? 6

WHY ARE YOU HERE TODAY? 7

New technique!

New mechanism!

New incentive! New channel!

INNOVATIVE! NEW! ONLINE!

YOUR ‘SILVER BULLET’? 8

• People who have the capacity to care about what you do

• No child born to die

• Wear a poppy

• Cruelty to children must stop. FULL STOP.

• It’s still prize-led but our competitive advantage shouldn’t just

be a ‘nod’

• WIN £10000! IT’S GOING TO BE AMAZING! IT’S ONLY ONE

POUND! WE’VE GIVEN YOU SOME STICKERS! YOU GET TO

PICK A PRIZE! (Oh, we also have nurses/donkeys/kids/panda bears.)

ALEX ACHKAR ANALYSING YOUR

GAMING AUDIENCE

WHAT YOU KNOW ABOUT YOUR GAMING SUPPORTERS

10

• Recruited, reactivated or

cross-sold to prize

• Liked your creative (?)

• Not die hard advocates, but

think you are a ‘good thing’

• Transactional RFV Analysis –

but through a product lens

• Geodemographics

TESTING 11

• We all love testing

• But what do you *need* to know?

• And what are you going to do

with the knowledge?

• Upselling vs matching

• Single campaign income vs

programme income

• Tests must be over multiple

campaigns and match strategic

aims

ASKING FOR THE SAME THING IN DIFFERENT WAYS

12

• Enter a raffle! Give to an appeal! Give Regularly! Pledge a Legacy!

• But all for the same reason?

• We need believable goal in mind

• The goal needs to be specific if we intend on asking for multiple

gifts

• Your organisation’s aims, objectives, projects, missions…

• Are your only long-term competitive advantage

• Everything else can (and will!) be copied (probably by us! ;))

CRAIG POLLARD

BUILDING PROPOSITIONS

CHANCE TO WIN ISN’T ENOUGH IN THE LONG TERM

14

• IT COULD BE YOU!

• But it’s not.

• THIS TIME IT REALLY COULD BE YOU!

• But it’s not.

• How long can we rely on an unfulfilled chance to win to generate

continued response from non-winners?

• You need to plant the seeds of why they need to respond THIS

TIME – not just because of your easily copied prize.

• Asking for specific problems for specific products = segmenting

your audience AND segmenting your asks.

CRAIG POLLARD

BUILDING PROPOSITIONS

ADAM MORECROFT

THE MARIE CURIE WEEKLY LOTTERY

HOW THIS WORKS IN PRACTICE 16

• Simple proposition - £1 a week

• £20 funds one nursing hour – you need to

support for four hours to be able to pay for

one hour… that’s not a lot!

• You want to make a difference

• You like Marie Curie

• You’re interested in Gaming products

• They are the only way to get you to give

regularly

• We want you to stay – please don’t attrite

HOW THIS WORKS IN PRACTICE 17

• Join the Marie Curie Weekly Lottery

• Each week, our community funds one nurse,

for a whole year – thanks to people like you.

• Every Friday, at 11am, you could be a winner!

• But if not, when you’re making yourself a cup

of tea… remember that there’s another Marie

Curie Nurse, making a tea for a terminally ill

patient’s family

• He’s there to support them through a difficult

period. He’s there because of you.

HOW THIS WORKS IN PRACTICE 18

• £2000 to win,

• One nurse for a year

• Each and every week

THANK YOU ANY QUESTIONS?