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paper for the Lotteries Council conference about the opportunities offered with online lotteries
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Sue FidlerE-Consultant
www.suefidler.comwww.charityemail.co.uk
Online Lotteries and Raffles
The Why and How
Why?
• Cheaper – email costs 1pm
cost of DM, F2F, door-stepping or phone?
– Reduce admin – data capture online
Why?
• New Audiences – – new names– new groups– non traditional audiences
Target Audiences
Who is using the internet?
• 40 Million people have internet access in UK
>70% of the UK population
>80% have broadband
• More than 60% of UK adults have bought something online (2007)
• More than 90% said they will do(2007)
Stats
Online audience
• Higher than average income• Busy active lives• Expect personalisation and options• Expect good service and instant response• Read email before snail mail• Demand information
Cash Rich – Time Poor
What are they doing?
• 30m shopped online at Christmas 2007*- 55% of UK consumer market
• £1.4b was spent in the 3 key shopping weeks*
• No longer just CD’s and Books – people will buy anything online
*Internet IMRG
Why?
• New Audiences – – new names– new groups– non traditional audiences
Why?
• Interactivity – – Supporters don’t want to just read
They want to get involved– Makes the site sticky– Increase return visitors
How?
How?
• join a national lottery
How?
• Join a national lottery
• Join a managed lottery service
How?
• Join a national lottery
• Join a managed lottery service
• Run an in-house lottery or raffle
Promoting you lottery
• On website• Short URL (mycharity.org.uk/lottery)• Email• Integrate with offline marketing• Give people choice
– Web– Phone– Post etc
Integrated Marketing
dM Ask ReminderTeaser
dM or emailAsk
EMAIL Teaser
EMAIL Reminder
dM Ask/email
EMAIL Teaser
Online users open email before post
dM Ask
Teaser
EMAIL Reminder
Magazine
Shopon
website
Email newsletter
Above the line TV
Newson
website
Final Thoughts
Online audience
• Higher than average income• Busy active lives• Expect personalisation and options• Expect good service and instant response• Read email before snail mail• Demand information
Cash Rich – Time Poor
Users not Visitors• Too many websites
• Why do people visit your site?
• Need signposts on homepage to key content – clients, volunteers, supporters
Make it obvious how to get to what you want them to do
Sue Fidler
E-Consultant
www.suefidler.comwww.charityemail.co.uk
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