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?
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