Charity Digital – Themes – What is a mobile lottery?

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There are many types of lotteries: national, postcode, raffle and raffle, to name a few. Now get ready for the latest innovation in fundraising – the mobile lottery.

Mobile lotteries are weekly lotteries that charity supporters can enter by simply using their phone number. By making it as easy as possible for people to enter, charities can hopefully generate more regular income for their organization to help their beneficiaries in the future.

According to digital fundraising experts Donr, it is four times easier for supporters to enter a mobile lottery than a lottery using direct debit, due to the fewer steps they need to take.

All participants need to do to participate in a mobile lottery is fill out a short form, including name, number of tickets, confirmation that they are over 18 and live in England, Scotland or Wales, if they want to know more about the charity, and finally, their cell phone number.

The cost of entry is then added to the supporters’ next phone bill or deducted from their Pay-As-You-Go credit, depending on how they currently pay for their phone usage.

With 70% of web traffic now coming from a mobile device, a mobile-focused lottery makes sense for charities looking to diversify their fundraising. Jthey are quick and simple to set up, Donr having taken care of the regulatory issues, and they allowing charity supporters to win up to £10,000 while donating to the charity of their choice. It’s a win-win for everyone.

What are the advantages of mobile lotteries?

Over £300 million is raised each year for good causes through society lotteries, with participation in lotteries continuing to grow. An estimated 70% of over-18s in the UK take part in the National Lottery, showing that there is a real appetite for them, even 28 years after its launch.

The benefits of lotteries for charities are regular income (usually unrestricted) and an incentive that encourages fan participation. For every £2 ticket sold, charities will receive £1.02. The remaining 98 pence is used to cover the running costs of the lottery, including prizes, transaction fees, taxes, license fees and other administrative costs.

The added benefit of mobile lotteries is that they can help charities reach new audiences beyond those who usually enter.

Generation Z (those born between 1995 and 2010) were identified in 2021 as the generation most likely to give to charity, followed by millennials (born between 1980 and 1994). When it comes to company lotteries, however, they are more likely to be entered by people from the Boomer Generation (1940-59) or Generation X (1960-79).

Donr attributes this to the traditional direct debit entry method. With the ease of access to mobile lotteries – and the familiarity of younger generations with mobile technology – charities can hope to reach new and different audiences just as easily and at little cost to themselves.

“Charities in our community have expressed concern about rising operating costs. Additionally, many are concerned about revenue as supporters are affected by the rising cost of living,” said Chris Newell, Managing Director of Donr.

“So we worked with charities to develop a solution that would generate a stable source of regular income. Meanwhile, the potential to win a prize gives supporters something in return for their generosity, which seems especially important in the current climate.

How do charities raise funds with mobile lotteries?

Newcastle Dog and Cat Shelter spear the very first charity mobile lottery in April 2022. The idea of ​​using a new fundraising solution that could both create ongoing revenue and reward donors was very appealing, especially in the wake of COVID-19 and the rising cost of life.

The shorter registration form and the fact that all attendees need their mobile phone number handy – not their bank numbertails – also means the charity can combine the new lottery with their existing mobile-friendly content.

“We are active on social media platforms like Instagram, LinkedIn and Twitter, many supporters access our content on

their cell phones. We needed a quick and efficient method to encourage these supporters to make a regular donation, which is why we chose to go with Mobile Lotteries,” said Chris Bray, managing director of Newcastle Dog & Cat Shelter.

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