Marketing

Marketing Basics

Introduction

All clubs should complete the following marketing tasks ASAP. Once completed, they remain active all year, generating ticket sales with minimal admin.

• Add a link to your club website navigation
• Add banners to your club website
• Add a fundraising section, with links
• Add links to your social media bio
• Hang posters at the club
• Place an advert in the matchday programme
• Announce the lottery at club events
• Announce the lottery on match days
• Train club staff and volunteers

Links on Club Website

• Add 'LOTTERY' to your main club website navigation. This should link directly to the club lottery page.
• For maximum attention, ensure this is part of the main navigation and not hidden under secondary navigation, where it will not be seen.
• Finally, remember to add the same link to the club footer.
  

Banners on the Club Website

• Add banners to your website promoting the Lottery, cause and cash prizes. The Fundraising Club can provide a banner for you to use or clubs are free to create their own.
• Link the banner to your club lottery page.
• Make sure the banner is shown on the most popular pages: the home page, fixtures and results, and the league table.

Fundraising Section

• Add a section to your club website explaining why you are fundraising. List information about the project, its cost, timeline, and the fundraising needed.
• Explain how you will raise the funds, listing the different fundraising channels - gov funding, events, lottery, donations etc.
• Add a channel about the lottery and include links to the lottery page.

Social Media Links

• As well as posting content promoting the Lottery, clubs can also add links to the social media account bio.
• To do this, update the BIO or ABOUT section within the social media platform or use an extension which allows multiple links to be listed.

Posters at the Club

• Hanging posters across club facilities is essential.
• The Fundraising Club can send PDF downloads to your inbox or printed posters directly to your home address.
• Hang posters around the clubhouse, covering entrances and exits, noticeboards, toilets, and the bar.
• Hang posters throughout the changing rooms, back of doors and above the coat hangers.
• Hang posters around the main first pitch, in the stands, and around the floodlights - laminated (waterproof) posters can also be provided.

Click here to request posters for your club

Match Programme

• Take out a full-page ad in your matchday programme. The same ad can run all year and recruit hundreds of new players!

Click here to request your match day ad

Club Events

• At every club-hosted event, use the opportunity to sell lottery tickets to members and club guests
  • Ask the host MC to promotoe the Lottery
  • Place flyers / adverts on tables
  • Make sure posters are hung in key positions
  • Use the key fobs and app to sell directly

If you sell 10 tickets at every event, you will generate £720 within 12 months. Sell 20 tickers, and you will generate £1,440. From just 20 tickets!

Match Day MC

• Short on content on a match day? No problem. During pre-game and halftime, announce the Lottery on the club speaker.
• Tell supporters to visit the club website and click 'Lottery' or follow the links in your social media BIO!
  

Staff & Volunteers Briefed

• Many clubs employ bar staff. All staff must understand the Lottery and know where to send supporters if they show interest. This is particularly important if posters promoting the lottery are positioned near the bar or in the toilets.
• Staff should know how to buy a ticket, how much the ticket costs, how much is given to the club - and how the funds will be used!

Key Dates & Marketing Schedule

Schedule

Once the basic marketing is in place, you should communicate with club members and supporters at key dates in the month.

There are three key dates in the month;

End of the Month / Start of the Month

The lottery Draw takes place on the last day of each month, regardless of the day of the week.

Winners are published online and notified by email and phone.

Marketing at the end of a month and at the start of a new month is focused on celebrating winners and checking to see if any club members have won the big £25,000 jackpot!

Grant Day - Payment of Grant

Provided you have one or more active players, your club will receive a Grant from The Fundraising Club. Grant payments are usually made within 14 days of the draw.

Grant Day is a great time to thank lottery players and remind club members how much has been raised.

Day 20 - Ticket Deadline Day!

Tickets purchased before 9:59 PM on the 20th day of each month will be entered into the Draw for that month. Tickets purchased after this will be entered into the next month's Draw.

Days 18 and 19 are critical to reminding all club members that they have 48 hours and 24 hours left to enter the Draw!

>> DOWNLOAD - example content for marketing schedule

Marketing at the End / Start of the Month

Draw Day & Winners Announced!

The lottery draw takes place on the last day of the month, with the winners announced online simultaneously.

On the last day of the month, these are the actions to complete:

• Study the winners - if you recognise a name on the winners list, contact the person to see if they have won!
• Post the list of winners on your club website, social media accounts and WhatsApp groups.
• Post the list of Winners on the club noticeboard.

Always thank those members who took part. Encourage new members to purchase tickets and provide links to the lottery page website.

Always include your cause statement—why they should participate in the lottery and how the money raised will be used.

If a club member has won a cash prize, take a photo of them celebrating.

If they have won the big £25,000 jackpot, expect a visit from The Fundraising Club!!

>> DOWNLOAD - example content for marketing schedule

Marketing in the Middle of the Month

Grant Payment

Grant payments are usually made within the first 14 days of the month.

When the payment is made, an email with a full payment report will be sent to the club's Lottery Rep.

When a Grant payment is made, these are the actions to complete:

• Notify the club Treasurer and confirm the Grant has landed in the club bank account.
• Update the club committee and club volunteers on the Grant payment. Remind them that this is a monthly Grant that increases with more tickets sold. Please encourage them to promote the lottery to the different groups within the club: social members, adult players, junior parents, etc.
• Post an update on the club website thanking the members who have taken part and updating the club on the total amount raised.

Always include your cause statement—why they should participate in the lottery and how the money raised will be used.

>> DOWNLOAD - example content for marketing schedule

Deadline Day

Every month, the ticket deadline is 9.59 PM on the 20th day.

Any ticket purchased after this will be entered into the next month's Draw.

These are the actions to be completed on the 19th of every month.

• Post a '24 Hours to go!' on the club's social media and WhatsApp groups, including links to the club lottery page.
• Email all club members aged over 18, inviting them to join the lottery and the reasons why - the club cause statement.

>> DOWNLOAD - example content for marketing schedule