Raffles and Lotteries

Air Ambulance Charity Kent Surrey Sussex (KSS) are ready 24/7 to deliver life-saving critical care, helping over 3,000 people in life-threatening conditions every year. KSS are an independent charity and they simply wouldn’t be able to do their amazing work without the help of their supporters.

When we first started working with KSS on their raffle activity in 2020, although they ran a successful warm raffle and lottery programme, it had been a number of years since there had been any doordrop activity. Due to the pandemic, and with face-to-face activity suspended, the 2020 raffles needed to take a different approach to engage with new audiences. In addition to our existing appeals work with KSS, Cherry Tiger were asked to develop the cold raffle pack to an audience not familiar with KSS or their work.

We worked with the team to build on their knowledge and add our doordrop expertise. Using a simple but tried and tested format we redesigned the pack to bring it up to date with their brand, made more of a link with digital activity and used the hero story more strongly. The doordrop test proved a great success and during 2021 we produced KSS’s activity across their whole raffle programme – delivering regular spring, summer and Christmas prize draws to both cold and warm audiences.

In 2022 we have applied a new brand identity to activity and undertaken format testing.

KSS have said that, since their inception, the raffles have performed fantastically well, achieving amazing income results. Supported by other channel activity across email and social, they typically enjoy strong response rates, with their Warm 2021 Christmas Draw, hitting a response rate of 18% and raising over £175,000.

James Cook, Head of Lotteries and Gaming at KSS says: “As we have such a successful raffle and lottery programme, we were always nervous of changing too much, we simply wondered why we would try to change something that worked so well for us. But we knew we needed to attract different audiences and fundraise in a time that was very difficult due to the pandemic. The team at Cherry Tiger brought their expertise in the doordrop market and their creative skill to our programme and we couldn’t be happier with the results. I’m really looking forward to working with the team to develop our activity further and to bringing more success to our prize-led fundraising programme.”

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