How to launch a mobile lottery

In May 2022, Newcastle Dog & Cat Shelter became the first charity to launch a mobile lottery. Partnering with fundraising experts Donr, the Shelter brought on board more than 200 weekly players to its mobile lottery within three months, raising £10,000 of annual income to support its mission.  

Charity lotteries have always been a valuable part of the fundraising toolkit, but mobile lotteries are a newer addition. Mobile lotteries are unique in that supporters can enter simply by using their phone number, making it four times easier for supporters to enter than when using Direct Debit. With fewer steps to sign up, mobile lotteries encourage more people to join and provide a regular income stream to the charities they support.  

This new income stream is particularly important as the UK enters a period of economic uncertainty.  In order to keep the lights on, charities must develop a consistent and reliable source of income at a time when regular donations have stagnated and many donors are wondering how often they’ll be able to give. With a cost-of-living crisis and a looming recession, fundraising innovations are going to be vital.  

Mobile lotteries are that innovation. Building on what is successful about existing lotteries, mobile lotteries are more flexible, fun, and give something back to donors too – the ease of entry, the knowledge that they have donated to a cause that’s important to them, and the chance to win money.  

For Newcastle Dog & Cat Shelter, it costs as little as £2 per week to enter, allowing supporters a chance to win up to £10,000 each week. By entering with their mobile phone number, the cost of the ticket is added to the entrant’s monthly phone bill or taken from their Pay As You Go credit.  

Entrants can cancel any time simply by texting STOP to 88000, making mobile lotteries an excellent option for donors who are not sure how often they are able to donate in the current climate.  

Why did Newcastle Dog & Cat Shelter launch a Mobile Lottery? 

 
Like many charities, Newcastle Dog & Cat Shelter has felt the pinch of the cost-of-living crisis.  “It costs us over £26,000 a year to heat our Rehoming and Arrivals centres which care for animals from their first day up until they leave the shelter into their forever homes,” explains Chris Bray, Chief Executive of the Shelter. 

The charity was keen to develop a new consistent and reliable source of income, which can cover costs like heating bills, which are often difficult to find funding for. A mobile lottery with 1,000 players will generate over £50,000 of stable income for the Shelter each year, ensuring that utility bills can be paid and that animals around the area are given the care and attention they need.  

Part of the appeal also lay in the lottery’s simplicity. Given the ambitious targets for growing the lottery, the Shelter was keen to make it as easy as possible for supporters to enter.  

The quick and simple entry method allows players to enter there and then when they have seen an ad for the lottery, which boosted the number of players. Attention spans on social media are notoriously short, so being able to enter without needing to complete a lengthy form or look up bank details ensures players complete the entry process before becoming distracted. 

How have Newcastle Dog & Cat Shelter made their lottery a success? 

The Shelter worked closely with Donr on a social ads campaign to launch the lottery and attract the majority of its players. The ads have achieved a cost-per-acquisition of between £10 and £15 per player. 

The Shelter also promoted the lottery in its in-house magazine, using a QR code to direct supporters straight to the entry page. Meanwhile, a text message call-to-action has been used at local in-person events, including a bee festival and summer fair. 

Within six months, the charity is on course to reach its goal of 1,000 players, which will generate more than £50,000 of stable income for the Shelter each year, ensuring that utility bills can be paid. 

With costs rising and services likely to grow in demand, mobile lotteries provide a simple, distinctive way of developing a regular, reliable income stream that, crucially, suits both charity and donor alike. 

Newcastle Dog & Cat Shelter are not the only charity to reap the rewards of a mobile lottery. So far, 50 organisations are following in its pioneering pawprints and launching a Mobile Lottery of their own. You can find out more below.