Charitable Giving through Gaming

Striking a new chord for the Royal Opera House raffle

Brief

To introduce a fresh, exciting new style of raffle; targeting passionate supporters of their work with an exclusive money-can’t-buy prize experience

£25

ticket

An increased ticket price illustrated the worth of the exceptional prize

14

days

Strong launch campaign saw over 52% of £25 tickets sold in the first 2 weeks

From concept to reality

  • We presented the idea of a new style of raffle that would draw on the luxury Royal Opera House (ROH) brand and engage dedicated supporters
  • Developed with the ROH team an ‘exclusive’ raffle style which was by invitation only, offering a once-in-a-lifetime prize experience with the Royal Opera House
  • Supported ROH to launch a highly successful campaign with a mailing pack and online entry to maximise potential ticket sales

The Royal Opera House and Sterling partnership

When assessing the repeated success of the well-established ‘Grand Draw’ annual raffle, this confirmed that ROH supporters engaged with high-end, high-value prizes. This really got us thinking! How could we use this knowledge to inject some new life into the ROH raffle campaigns? Drawing on this experience, and with the knowledge that ROH supporters are very committed and interested in their work, we knew there was a great opportunity to work together to create something special.

“The combination of excellent account management, in-depth knowledge and incredibly cost-effective service has made working with Sterling an absolute pleasure.”

“Working with Sterling has given us the flexibility and confidence to significantly improve our raffle programme. Alongside vastly improving the success of our annual prize draw, we have been able implement a second premium raffle with great success. We worked closely with Sterling in the initial planning phase, bouncing ideas between teams and using their valuable experience to plan and deliver a highly successful campaign in its first year. The combination of excellent account management, in-depth knowledge and incredibly cost-effective service has made working with Sterling an absolute pleasure.

More

Isobel Evans, Fundraising Campaigns and Communications Programme Manager

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Creating an exclusive raffle

Mirroring the Royal Opera House beautiful brand, the prize would offer a once in a lifetime experience that would appeal to passionate supporters of the Royal Opera House. The raffle would be by invitation via Direct Mail to the charity’s most committed supporters, offering an ‘exclusive’ feel. In order to maximise potential ticket sales, the ability to enter online would also be made available. The pricing strategy was also reviewed, proposing a higher priced raffle ticket to increase exclusivity and desirability.

The Royal Opera House team, supported by our Client Account Management and Raffles team, created a campaign theme that could be adopted across all marketing collateral, social channels and promotional merchandising; including a dedicated microsite for online supporters to access information and purchase their golden ticket.

And thus, the Golden Draw was launched! The raffle echoed the elegance of the brand by giving supporters the chance to win a luxury prize package for two people, including an opera or ballet performance of their choice from the Royal Opera House.

Striking Gold

We were absolutely thrilled when the response to the Royal Opera House Golden Draw was a roaring success! The unique prize appealed to their supporters, and the targeted messaging and branding made the invitation feel extra special, aligning perfectly with the Royal Opera House brand.

Now in its second year, the Golden Draw has generated an increase on year one in revenue and donations, proving the incredible prize package has an extended appeal to dedicated ROH supporters and members of the public alike.

The right solution

Drawing on your brand to create the perfect raffle theme

When it comes to creating a concept, sometimes, all you need is right there in front of you. All that’s missing is a helping hand! We’ll tease out the right aspects to land the perfect raffle theme to engage with the supporters you want to target.

Are you considering a raffle? Contact us today!

Our dedicated raffles team is here to help you get your fundraising initiative off the ground - with full support from concept and creative design, through launch and promotion, to draw date and campaign analysis.

Telephone: 01229 871380
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