Introduction

Hello, I'm Martin Hammond, the Clerk for Kettering Town Council. It's a pleasure to share insights from my recent experience as a guest speaker alongside Woods Valldata’s Helen Halahan and Gemma Ward in our Scribe Academy Webinar. Our discussion revolved around affinity lotteries and how they can support Councils for their community Projects.

Affinity lotteries have been a significant game-changer for us at Kettering Town Council. They're not just a novel fundraising mechanism but an engaging way to connect with our community and support vital projects. In this blog, I'll delve into the five key benefits of affinity lotteries that I've discovered, drawing upon my experiences and successes.

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1. Enhanced Donor Engagement

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In the world of fundraising, keeping donors engaged is paramount, and this is where affinity lotteries shine. At Kettering Town Council, we've found that lotteries' dynamic and interactive nature creates a more engaging experience for donors. Unlike traditional fundraising methods, which might occasionally feel transactional, lotteries bring an element of excitement and anticipation. This excitement not only keeps existing supporters engaged but also attracts new ones who are drawn to the game-like aspect of contributing to a good cause.

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Our experience at the council has been enlightening. Regular updates about lottery results and special draws create a continuous touchpoint with our donors. This regular communication builds a stronger relationship and keeps the council's activities in mind. Moreover, the chance of winning something adds an extra layer of incentive, making the act of donation feel more like a two-way interaction rather than just a one-way request for funds.

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2. Diversified Fundraising Portfolio

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Diversification is a key strategy in any financial portfolio, and the same principle applies to fundraising. By incorporating affinity lotteries into our mix at Kettering Town Council, we've broadened our fundraising scope. Traditional methods like grant applications, charity events, and direct donations have their merits, but adding a lottery component introduces a unique and appealing element. It's a less conventional approach that stands out, attracting attention and participation from those who might not engage with more traditional forms of fundraising.

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This strategy of diversification has paid dividends for us. The lottery adds an exciting, low-barrier option for people to support local projects and local community organisations.  It complements our existing methods by offering a different kind of value proposition to potential donors. For the council, this has meant not just an increase in funds but also a more resilient and adaptive fundraising approach, capable of appealing to a wider audience and adjusting to changing circumstances.

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3. Regular and Predictable Revenue Stream

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Traditional fundraising can be hit-or-miss, with peaks and troughs throughout the year, but lotteries offer a more consistent flow of funds. This regularity is Perfect for financial planning, allowing for better budgeting and a clearer understanding of the resources available for community projects. It's a financial stability that can be hard to achieve through other means.

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The predictability of income from lotteries also allows for long-term planning. At the council, this has empowered us to embark on larger, more impactful projects with confidence, knowing that the funding will be there when needed. This reliability has not only enhanced our operational efficiency but has also built trust among our community members, who see their contributions leading to tangible, sustained improvements.

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4. Expanding Donor Base to a Wider Audience

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These lotteries attract a diverse range of participants, including those who might not typically engage in charitable giving but are drawn to the fun and excitement of a lottery. This expansion of the donor base is crucial, as it not only increases fundraising potential but also raises awareness about council initiatives across a broader segment of the community.

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Our experience has shown that lotteries can appeal to those not previously engaged in local issues. By participating in the lottery, they become more aware and involved in local activities, leading to a more engaged and informed community.

5. Cost-Effective with High ROI

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Compared to other fundraising activities that often come with significant upfront costs or ongoing expenses, setting up and maintaining lotteries is relatively low-cost. However, it's important to note that there are specific requirements, such as obtaining a gambling licence and covering a setup fee, typically around £400, and regular reporting on income and expenditure to the licensing authority.  Despite these initial costs, the efficiency of lotteries means a larger portion of the funds can be directed towards community projects, rather than being consumed by operational expenses.

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Additionally, the value of the lottery extends beyond just financial returns. It plays a pivotal role in fostering community engagement and raising awareness of council initiatives, contributing to broader community impacts. These benefits, along with the financial gains, highlight the effectiveness of affinity lotteries as a comprehensive tool for council fundraising and community development.

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Conclusion

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Affinity lotteries represent a transformative approach in council fundraising, blending cost-effectiveness, predictable revenue, and broad community engagement. They not only strengthen financial planning for significant projects but also encourage a connected and informed community. Such an innovative approach demonstrates the potential of fundraising to be both enjoyable and impactful.

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Want to know More: 

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Visit Woods Valldata's Website

Attend an Introduction to Weekly Lottery webinar 

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Read the Kettering Town Lottery Case Study

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Get in touch: 

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Book a meeting with Gemma to talk through the Affinity platform in more detail

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Email us at charities@woodsvalldata.co.uk

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