CREATING WINNING PROPOSITIONS - Institute of …...10 November 2014 CREATING WINNING PROPOSITIONS 2...

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?