Case Study | Border Collie Trust GB

The Motivation

Regular income to care for collies

Border Collie Trust GB rescues and re-homes border collies and collie crosses throughout the UK.

In recent months high inflation has led to many of the centre’s costs, such as food, energy and vet bills rising significantly. This has made it more expensive to provide collies with the care that they need.

To make sure that care could continue to be provided to collies during this period, Border Collie Trust GB wanted to generate a stable source of reliable income. The shelter decided to launch a Mobile Lottery as lotteries are currently one of the fastest growing fundraising streams.

The Solution

The Border Collie Lottery

Within weeks of launching, the lottery had attracted more than 200 players and numbers continue to grow on a daily basis. These 200 players are worth over £10,000 of stable and reliable annual revenue to the charity, after deducting costs.

The majority of the players were recruited through targeted social media adverts, which were run by Donr. Whilst browsing social media, people have a shorter attention span, which means that the quick and easy entry method for Mobile Lotteries performs well. This means that social media is an effective method to promote a lottery.

Moving forwards, Donr and Border Collie Trust GB plan to work together to promote the Mobile Lottery more widely. This will include expanding social media adverts to new audiences and testing new formats for ads.

The Mobile Lottery so far...

Over 200 players

Over 200 players signed up in the first few weeks of the lottery.

£10,000 every year

These 200 players are worth £10,000 of reliable, regular income will be generated for the Shelter!

30 collies

On average, 30 collies are being cared for at the centre at any time.

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Border Collie Trust GB’s Mobile Lottery