CSSC Community Lottery- A Successful Growth Case Study

Summary
CSSC Community Lottery was launched in March 2021 and to date has raised over
£244,000! They have seen tremendous growth and success during a time when
what we know to be difficult for people’s ability to afford luxuries and discretionary
spending. CSSC has worked to increase their tickets by over 45% from October 2022
to September 2023

How was this success achieved?
- Engaged project lead
- Engaged communication and marketing team
- Engaged CEO
- Lottery on KPIs and strategy plans
- Set a target of 4000 tickets
- Regular review of actions taken
- Regular conversations with Gatherwell
- Entered into the national super draw prizes provided by Gatherwell
- Sent e-news to members solely about the super draw prizes
- Updated CSSC website to improve the ease of buying tickets for members
- Added lottery website to CSSC homepage
- Spotlight on of a service user- showcasing the difference the lottery made to
them
- Shouted about winners regularly
- Ran a claim code campaign as part of their 2nd birthday celebrations
- Social media posts – trying different options to see what worked best with their
members and seeing which increased ticket sales
- Winners testimonials
- Testimonials from those who had received grants

What has worked well
- Entering into the super draw prizes saw tickets increase by over 300 in the first week
- Emails solely about the super draw prizes saw tickets increase by over 100
- Spotlight on of a service user communication saw tickets increase by over 500
- Changing the way members sign into their dashboard on the CSSC website. A
clear tile dedicated to the lottery and changing the tile messaging regularly.
- Using winners' quotes
- Promoting the 25K jackpot!
- Played around with the language and style of emails and social posts to find a
positioning that fitted with CSSC members
- Using inspirational phrases to invoke aspirations such as “what would you do with
£25,000” in email campaigns
- Ensuring all marketing communications were consistent so there was one voice,
style and imagery in a cohesive message.

What’s next?
Continuing to try different messages and brainstorming new ideas on how to
increase tickets further. A target of 5000 tickets has been set and as of September
2023, tickets are at 4342.