By Phillip Gerrish, Marketing Services Manager | August 2025 |
In the charity lottery world, acquisition is often the focus. Get the player signed up, and keep recruiting to combat attrition. We often talk about the ‘leaky bucket’ and the need for a constant flow of new players. But the real value of a lottery programme lies not just in who signs up, but in who you retain. Something we strongly believe in is that retention starts at the point of acquisition.
The very first message a player sees, the tone of your campaign, the way their entry is confirmed, all of it sets the tone for what kind of journey they believe they’re on. That’s why creating a story-led, authentic experience is crucial, not just for acquisition, but for long-term loyalty.
Build a Narrative, Not Just a Transaction
Charity lotteries aren’t selling a transactional product. They’re selling engagement with your cause, a fun way to support, and the reward of having an impact. Lotteries thrive when they give players something to emotionally invest in. The emotional mix is complex, and something we’ll discuss in another article.
That’s why it’s so important to have a strong, coherent narrative from the very beginning:
- Who are they supporting?
- What kind of difference are they making?
- What’s the tone of the experience – serious and need-focussed, or more light-hearted and fun?
It depends who you’re talking to. And once you establish that narrative, the key is consistency. From marketing emails to confirmation letters, from player account systems to what you post on social media about your lottery, the journey should echo the same voice and reinforce the narrative.
This builds trust and, in turn, builds retention.
Retention Is About Recognition, Not Just Rewards
Players stay loyal when they feel seen, appreciated, and valued. Yes, prizes matter, but so does the sense that they’re part of something meaningful.
Here are some ways to strengthen the relationship:
- Impact stories: Show players what their support achieves. Whether it’s funding cancer research or saving wildlife, real stories build emotional investment far more effectively than transactional language. You can communicate this on an individual level (what each player contributes, or on a collective level i.e. what your lottery overall pays for, e.g. ‘200 hours of nursing care’)
- Fun content: Retention can be supported with free puzzles, games, or quirky winner’s stories that lean into the “fun” of playing. Remember, stories about small wins can be just as engaging as big wins. ‘I won £10 and took my grandchild for an ice-cream’ is a lovely, authentic and relatable story to tell! Give them something that surprises and delights – beyond the weekly draw.
- Superdraws: Create moments of excitement and anticipation through your Superdraw, if you run one. They’re a great opportunity for re-engagement campaigns, especially to lapsed or inactive players, or upsell to existing players.
- Prize updates: Regular reminders of what’s been won (even if they didn’t win themselves) help reinforce that the lottery is live, exciting, and active. Some clients run a weekly draw results email, which delivers every week on your value proposition that a draw will take place and there will be winners. This builds engagement and trust.
Not All Marketing Needs to Shout "Sign Up Now"
Existing players will see your acquisition ads, and this is another opportunity for engagement and retention.
If your acquisition campaigns are story-led and brand-enhancing, they don’t alienate existing players, they reassure them that they’re part of something valuable. At the same time, this approach gives new potential players a softer, more emotionally engaging entry point.
Marketing doesn’t always need a hard CTA (Call to Action). Sometimes, just telling a compelling story or celebrating a winner or talking about your cause can be just as powerful, and effective in building long-term retention for players and potential players alike.
Storytelling with a purpose bolsters the loyalty of those already in and adds depth to the messaging aimed at those still yet to join your lottery.
Segment. Target. Communicate. Repeat.
Of course, one-size-fits-all messaging won’t cut it. True retention comes from personal communications and targeted messages that speak to the player’s individual journey.
At Sterling, we make this kind of strategic segmentation and stewardship easy and effective.
Whether you want to:
- Thank long-term supporters (e.g. everyone who’s played 52 draws or more)
- Win back lapsed players
- Target a key demographic (e.g. players over 55+)
- Or a combination of criteria (e.g. everyone who joined online and played 3 draws)
We can deliver targeted letters or emails to those specific audiences.
These can be one-off campaigns or built into a regular stewardship plan to build a strategic player retention journey which shows appreciation and promotes engagement, strengthening loyalty over time.
The Sterling Advantage
Retention is the product of good systems, strong storytelling, and smart strategy. At Sterling, we offer:
- Triggered communications based on player behaviour and draw history
- Custom segmentation to reach the right people with the right message
- Story-first marketing approach to bring your cause or prize-led experience to life
Retention is a Journey
Charity lottery retention also isn’t just about reducing attrition. It’s about building a movement. A shared narrative. A sense of pride. And yes, sometimes a bit of fun too.
If your marketing is thoughtful, your communications are targeted, and your storytelling is strong, players won’t just stay, they’ll advocate. They’ll belong. They might even go on to support in other ways.
enquiries@sterlinglotteries.co.uk
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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
enquiries@sterlinglotteries.co.uk