The Big Lottery Fund is responsible for distributing 40% of money raised for good causes by the National Lottery. Communications Officer, Rosie Dent tells us how one communications campaign is having a meaningful, measurable impact.
In Wales, we award around £100,000 a day to projects that aim to improve the lives of people and communities most in need. Last year, we launched our strategic framework for 2015-21 which sets out what people can expect from us as a funder over the next six years. Our vision is that people should be in the lead in improving their lives and communities.
As a Communications Team, we feel that one of the best ways we can put people in the lead is by putting them in the spotlight and to give them the tools to promote the fantastic work they’re doing, no matter how big or small that may be. This thinking led to us launching our #LotterySelfie campaign.
The campaign has two strands, one is to encourage projects to share images with us using the #LotterySelfie hashtag. The aim is that by us sharing these images, projects can potentially reach new audiences. This strand of the campaign has been running since January 2016 and has up to 600,000 impressions each week on Twitter.
The second strand of the campaign is our ‘Surprise Lottery Letter’. Every year our staff assess thousands of applications and send out thousands of letters notifying applicant’s that their grant application has been successful. With such a huge volume, it can be easy to forget how truly life changing Lottery funding can be to communities in Wales. That’s what led to us thinking, why don’t we get more staff visiting projects and make the projects feel special by delivering some of the grant offer letters by hand?
The organisation we surprised for our first Surprise Lottery Letter was NuHi Ltd in Cardiff who provide substance misuse awareness, education and training for the wider community. They will use the £4,775 grant to create an IT room and website so people recovering from substance misuse can access information and support. The surprise was delivered to Holly, a volunteer who came out of rehab that very same day. We kept the surprise simple, all we took with us was a tablet, an offer letter and of course, a giant cheque (because who doesn’t dream of receiving a giant cheque?), making it an extremely low budget campaign, costing nothing except staff time.
What was the outcome for NuHi?
When asked how she felt about the surprise, Founder Yaina said: “The volunteers are still buzzing, they’re on yet another NuHi”. Yaina felt that staff morale has increased since the surprise.
Within two weeks of the surprise, social media exposure directly resulted in another organisations approaching them about to do some work in partnership and an invitation to guest speak at an entrepreneurial event.
The exposure also led to public donations being made, leading to NuHi setting up a pledge button on their website. We feel this is an extremely positive outcome for NuHi as donations could increase the organisations sustainability. It also led to three new enquiries being made for support from people recovering from substance misuse.
What there an impact on staff at the Big Lottery Fund?
Liz Hertogs who assessed the application and filmed the surprise told us, “It was my first ever project visit so it was great to meet one of our grant holders, and we were able to give them our offer pack and talk about what happens next at the same time. To be there when they found out they have been funded by us was truly special.”
Positive comments from staff and committee members about the video flooded in, we’ve never seen staff so excited about a communications product before! For days you could overhear staff talking about it around the office, it truly felt like it created a buzz around both of our offices, in Cardiff and Newtown. And that buzz was infectious, comments came in from Big Lottery Fund teams in England, Scotland and Northern Ireland, as well as Camelot and the National Lottery’s Good Causes team.
What coverage did the video receive?
Within days the video had been seen by over 8,800 people on Facebook, making it one of our best ever performing post on the platform. Social media content was shared by the National Assembly for Wales, Lottery Good Causes and We Are Cardiff, to name a few.
The video and story of volunteer Holly were featured on Wales Online, the article was shared on social media over 340 times.
As other Communications teams likely find, it can often be difficult to evidence the outcomes of your work, especially hard outcomes. However the impact of this campaign has been incredible and exceeded our expectations. Many of the outcomes, such as public donations and enquiries for support from the project where unexpected and demonstrate how communications, especially digital media, can add value to have a meaningful impact on an organisation and communities.