Buckinghamshire Lottery: Who will benefit from your act of kindness?

Created by Support Gatherwell, Modified on Mon, 18 Aug at 10:47 AM by Support Gatherwell

How Buckinghamshire Lottery utilised the "Random Act of Kindness Awareness Day" leading to a 7.3% increase in tickets, a 4.7% increase in good cause sign ups and 6.5% increase in players!

Campaign Name:

Buckinghamshire Lottery: Who will benefit from your act of kindness?

Aim of campaign: (SMART objectives)

Increase player signups by 5% during the campaign timeframe (78 new players)
Increase good cause sign-ups by 5% (19 new good causes)

Date campaign began:

17th February 2025 (Random Act of Kindness Day)

Date campaign ended:

16th March 2025

Tickets at start of campaign:

2, 937

Tickets at end of the campaign:

3, 152

Amount of causes at the start of the campaign:

381

Amount of causes at the end of the campaign:

387 approved

12 pending approval

Amount of players at the start of the campaign:

1, 547

Amount of players at the end of the campaign:

1, 649

RESULTS:

Tickets increased by 7.3%

Good causes increased by 4.7%

Amount of players increased by 6.5%

How was this done:

Delivery of a campaign focusing on ‘kindness’ as the motivator for charitable giving, with an emphasis on the local impact e.g. how many good causes there are in Buckinghamshire (and the types of good causes), how much money is generated annually to support those good causes as well as what has been raised for the Central Fund and how that benefits local communities.

Who was involved with the campaign:

Strategic Communications and Campaign Lead (DCE and Highways and Technical Services) - with some support from corporate comms colleagues.

What communication channels were used to promote this

PR & Media

Press release issued to local, regional and national media launching the campaign and sharing key message ‘Buckinghamshire Lottery: Win big, give back and make a difference!’ - issued on 17 February (Random Act of Kindness Day 2025)

Print

Council magazine, full page spread (February)
Paid for editorial in local magazine, half page spread (February)
Council-owned car park posters –A1 (February – March)

Digital

Council website homepage banner (live for the campaign duration)
Library newsletter - approx. 7,000 recipients (issued early Feb)
Town & Parish newsletter - approx. 425 recipients (issued end of Feb)
School’s bulletin - communication to all educational settings in Buckinghamshire – with tailored messaging specifically for schools (issued end of Feb, following half term)

Social Media

Organic social media campaign on Buckinghamshire Lottery Facebook account (total of 12 posts), accompanied by X (8), Instagram (8) and LinkedIn (4) posts from Buckinghamshire Council’s main account.
Paid for social media campaign on Buckinghamshire Lottery Facebook (£150 budget) - ¾ targeting new players and ¼ targeting good causes.

OOH advertising

Webskin advertising on local news outlet website booked through LocalIQ / Bucks Free Press (booked impressions, so artwork was live until impressions were delivered approx. 2-3 weeks)
Bus backs booked through Excite OOH / Global Media (minimum of 5 bus backs, live for 2 weeks across Buckinghamshire)

Radio advertising “Shake Me” campaign booked through Bauer Media (booked impressions, so advert was live until impressions were delivered approx. 4-5 weeks)

Costs

£2,500 budget for the campaign allocated from our Partnerships & Communities marketing budget (Deputy Chief Executive.)

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