BC SPCA Calling Case Study
The BC SPCA, one of Canada’s largest animal welfare organizations, has worked with Stratcom since 2001. Over the year, we’ve connected with over half a million donors and prospects, driving growth for their fundraising programs. In 2020, we worked together to identify new prospects for expanding our telephone campaigns. Specifically, we focused on 4,000 lottery ticket buyers form the BC SPCA’s Spring Lottery for Animals, identifying them as potential candidates for monthly giving.
Contacted over
25,000
lottery ticket buyers
Achieved an
estimated 5-year ROI
of 200%
Conducted
10 telefundraising campaigns
to lottery ticket buyers for BC SPCA between 2020 and 2024
Secured
1,250+
monthly gifts
Average monthly gift of $16
750
one-time gifts
Average one-time gift size of almost $60
Our first telephone campaign targeting lottery ticket buyers began in April 2020. By the time this campaign wrapped up at the end of May, we had spoken to over 3,000 buyers, resulting in over 250 monthly gifts and 150 one-time donations for the BC SPCA. The campaign’s monthly gift response rate exceeded 8%, outperforming typical calling campaigns aimed at one-time donors.
These results demonstrated the value of lottery-ticket buyer campaigns, which have since become a regular part of the BC SPCA’s fundraising efforts with Stratcom. We’ve also had the opportunity to replicate this success for other charities.
Our
Work
Our first telephone campaign targeting lottery ticket buyers began in April 2020. By the time this campaign wrapped up at the end of May, we had spoken to over 3,000 buyers, resulting in over 250 monthly gifts and 150 one-time donations for the BC SPCA. The campaign’s monthly gift response rate exceeded 8%, outperforming typical calling campaigns aimed at one-time donors.
These results demonstrated the value of lottery-ticket buyer campaigns, which have since become a regular part of the BC SPCA’s fundraising efforts with Stratcom. We’ve also had the opportunity to replicate this success for other charities.
The Results
Lotteries are common fundraising tools for many charities, primarily valued for the immediate revenue they bring in. However, converting lottery ticket buyers into donors can be challenging, as they are often motivated by the chance of winning, not the cause itself. As a result, many charities choose not to invest in converting them into monthly donors.
In partnership with the BC SCPA, Stratcom has proven over a number of years that with proper analysis and strategic segmentation, paired with a compelling ask, lottery ticket buyers can not only be successfully converted into donors but, more significantly, into valuable monthly donors – turning one-time lottery participants into long-term supporters of the cause. As the cost of leads from other sources continues to increase in price, charities that run lotteries may find that ticket buyers are a paid-for pool of potential new monthly donors.
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