Award recognises charity lottery reform success

The ‘Let Us Do More’ campaign, which called on the UK government to raise the annual charity lottery sales limit, was recognised by the judges for ‘not only raising the annual charity sales limit, but going an extra step and gaining support to have the limit reviewed and potentially raised further’.

People’s Postcode Lottery’s calls for charity lottery reform secured widespread support from the sector, charity leaders and many parliamentarians.

After many years of consultation and debate, in June last year, the government announced a fivefold increase to the annual sales limit for charity lotteries – from £10 million to £50 million. It will come into effect in July this year.

The judges remarked: "The success of this campaign rested on a simple, yet highly effective strategy to secure support from MPs by making the issue personal to them. The People’s Postcode Lottery undertook this campaign at a time when the national political focus was on Brexit, yet they succeeded in gaining cut-through with savvy targeting, tactics, and relationship building.

"The campaign not only managed to achieve its objective of raising the annual sales limit, but it went an extra step and gained support to have the limit reviewed and potentially raised further."

Malcolm Fleming, head of public affairs at People’s Postcode Lottery said: "I am delighted that People’s Postcode Lottery have won this award which is great recognition of years’ worth of work for the public affairs team, supported by colleagues from right across the business, so a huge well done to all involved and especially my colleagues Jim Eadie and Andrew Murray.

"We called on the government to raise the limits and ‘let us do more’ for the thousands of charities and good causes players support. And now, we really can do more and are looking forward to the new limit coming into effect at the end of July.

"The success and outcome of the campaign was possible thanks to charity partners, parliamentarians, and the many others who lent their voice, time, and support."