By Phillip Gerrish, Marketing Services Manager | November 2025 |
Historically, charity lottery players have often been only ever treated as just that: players. But a £1 weekly lottery ticket can be so much more than transactional. It can be the first step in a supporter’s lifelong relationship with your cause.
In today’s competitive fundraising environment, charities that stop viewing their lottery as a siloed, gamified revenue stream and start treating it as a high-potential supporter acquisition funnel see the returns. With the right strategy, lottery players can become donors, volunteers, legacy givers, and brand advocates. The question is: what are you doing to take them there?
The Lifecycle of a Lottery Player: An Untapped Journey
Every supporter embarks on a journey. For many, the charity lottery is the lowest-friction entry point: a small commitment that offers fun and a feel-good factor. But this isn’t the destination, it’s the beginning.
Let’s rethink the lottery supporter journey:
- Awareness & Acquisition
A player sees an ad, joins online, and signs up via Direct Debit. Their motivation may be cause-led (“I want to help”) or incentive-led (“I might win something”). Either way, the door is now open.
- Welcome & Onboarding
Here’s where there’s a huge opportunity. Instead of just a new player’s letter and entry confirmation, this is the chance to welcome players properly with a branded thank-you, a brief story of impact, and an invitation to connect further.
- Engagement & Education
Lottery players want to feel part of something. Weekly results emails, short videos, and winner spotlights give them a sense of continuity. Layer on subtle impact stories or testimonials, and they’re emotionally invested.
- Upsell & Upgrade
Opportunities After 3, 6 or 12 months of play, the supporter has formed a habit. Now is the time to:
- Offer an option to increase entries (e.g. from 1 to 2 per week)
- Invite them to buy extra tickets for a Superdraw
- Test interest in regular giving, a raffle, or a campaign appeal
- Stewardship & Advocacy
Once a player becomes a regular, they’ve demonstrated loyalty. They may not even identify as a “donor”, but arguably they are. So treat them accordingly:
- Send a thank-you card after 52 weeks
- Offer other chances to engage with your cause such as events or petitions
- Share exclusive behind-the-scenes impact stories
- Cross-Sell Into Other Fundraising Streams
This is where true transformation happens. With the right triggers, lottery players can be nudged to:
- Set up a Direct Debit donation alongside their lottery subscription
- Register for a challenge event
- Sign up for a campaign email journey
- Give a one-off donation via an appeal
- Participate in your raffle programme, buying extra Superdraw tickets
- Legacy Giving & Lifetime Loyalty
Finally, those long-term players (often retired, engaged, and loyal) may consider leaving a gift in their will. They’ve been giving consistently and feel part of the mission. All you need to do is plant the seed. The synergy between lottery and legacy is well documented, and something we’ve talked about before.
Tips for Driving Transformation from Within
Here’s how to develop your lottery players along the journey without overwhelming or alienating them:
1. Tell a Consistent Story
Every communication from the initial welcome to the draw result email should reinforce who you are, what you do, and why the player matters. Authenticity is key.
2. Use Milestone Marketing
People love to be recognised. Send a thank-you after 3 months, 6 months, 12 months. “You've supported us through 52 draws – that’s incredible.” This boosts loyalty and opens the door to deeper engagement.
3. Build Dynamic Cross-Sell Journeys
Use your data. Segment players by tenure, frequency, location, or behaviour. Then build journeys like:
- Players who’ve been active 6+ months → offer to upgrade or buy Superdraw tickets
- Players who increased their entries → offer an upsell into regular giving
- Loyalty cohort aged 65+ → send a soft legacy message
4. Create Layered Incentives
Prizes are a core aspect of lotteries, but remember: impact is also a reward. Share small wins:
- “Your contribution helped fund 2 hours of helpline support this week.”
- “This week’s players helped provide for veterinary bills.”
5. Offer Choice in How to Engage
Let players opt in to:
- Results emails
- Behind-the-scenes updates
- Appeals or donation asks
- Legacy information
When supporters feel in control, they’re more likely to stick with you and engage deeper over time.
Sterling’s Role: Supporting the Full Lifecycle
At Sterling, we’ve helped charities transform lottery players into long-term supporters by giving them the tools to:
- Segment and target players by behaviour, geography, and tenure
- Automate milestone marketing and upsell journeys
- Integrate lottery data into wider CRM systems for cross-channel planning
- Design communications that blend fun, reward, and purpose
We believe a £1 lottery ticket isn’t a finish line – it’s the start of a powerful supporter journey. And our technology, strategy, and support are built to make that journey meaningful.
Final Thought: Don’t Let Your Lottery Sit in a Silo
If your lottery programme is still a self-contained revenue stream with minimal supporter integration, it’s time to think bigger. Every draw is a touchpoint. Every player is a potential ambassador. And every week offers an opportunity to build something lasting.
Because when done right, a charity lottery isn’t just a game. It’s a gateway to transformation for your supporters, and for your mission.
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About Sterling Lotteries
Sterling Lotteries partners with over 800 charities, providing leading prize-led expertise through responsible, innovative, and engaging weekly lotteries and raffles.
We power seamless player experiences, compliance peace of mind, and support charities running creative campaigns that bring prize-led fundraising to life.
www.sterlinglotteries.co.uk