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CASE STUDY:


Tŷ Hafan operates a weekly lottery which distributes 54 guaranteed prizes worth £3,000 and a top prize of £2,000 amongst their 35,000 members for a stake of £1. The primary aim of the prize draw is to provide income for Tŷ Hafan in order to fund the charitable work which they undertake. Tŷ Hafan have investigated a number of strategies aimed at increasing turnover and profit, these include:

Tŷ Hafan offers comfort, care and support for life-limited children and young people and is dedicated to improving the quality of life for the whole family. This comfort and support extends out of the hospice and reaches right into the heart of the family home, and is completely free of charge to the families in Wales who need it.

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Telephone Interviews Full Report

“RMG:Clarity recently carried out a research project for Tŷ Hafan targeting professional advisers in palliative care. The project required an in-depth understanding of the subject matter. We were very pleased with the sensitive and empathetic way in which RMG:Clarity conducted the research to achieve a better than expected participation and by the thoughtful and strategic approach to the presentation of the results.” Elizabeth Read, Director of Fundraising and Marketing, Tŷ Hafan

Increase existing lottery membership

Reduce rate of attrition

Increasing the number of members paying by standing order to reduce admin/collection costs Increase prices from the £1 current level Create a new product – Bonus Draw

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Tŷ Hafan commissioned RMG:Clarity to undertake quantitative and qualitative research with: existing lottery members, lapsed members, donors and the general public. The main objectives of the research were to: a) Provide guidance on whether or not an increase in subscription is acceptable whilst maintaining/increasing the profitability of the business b) Provide guidance on whether or not the Bonus Draw would be attractive to upwards of 5,000 members in Year 1 c) Provide short term direction on increasing profitability of the existing lottery business

A total of 1,200 telephone interviews across four groups were conducted. The survey used a random stratified sample drawn from the Tŷ Hafan database, which was segmented by: geographic region, mosaic profile, gender and age. All groups, with the exception of the general public, were sent a postal letter informing them of the research taking place, and giving them to the option to opt out of the research. This method helped to facilitate the response rate.

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Ty Hafan - RMG:Clarity Case Study  

Tŷ Hafan commissioned RMG:Clarity to undertake quantitative and qualitative research with: existing lottery members, lapsed members, donors...