Loteri Cymru

Background

Loteri Cymru is the all-Wales lottery, which was created to raise vital funds for charities in Wales. With many charities losing their income streams overnight due to COVID19 pandemic restrictions we invited charities in Wales to take part in our People’s Choice public vote to decide a new charity partner for 2021. The charity which received the most votes secured an upfront donation of £5,000 and ongoing financial support thanks to lottery players in Wales.

Overarching objectives

• Demonstrate Loteri Cymru’s commitment to Welsh charities
• Sign up new lottery players in Wales

SMART objectives

• Engage a minimum of six charities
• Secure 1,000 votes from the general public
• Enlist 3% of voters to email database
• Secure at least 50new lottery players

Strategy

• Charity engagement –secure charities and give them the tools to promote the campaign and secure votes
• Public vote –encourage the people of Wales to take part in voting–launched on St Dwynwen’s Day
• New charity announcement –unveil the new charity partner on St David’s Day

Results

• 94,800 media reach
• 23,423 new visitors to the website
• 741,719 Facebook impressions, 4,108 link clicks
• 1.8m reach of #LCPeoplesChoice

Outcomes

(versus original objectives)

• 22 charities secured (target 6)
• 13,844 public votes (target 1,000)
• 2,045 new email opt-ins –15% of voters (target 3%)
• 103 new lottery players (target 50)