Subscribers to Sverigelotteriet also help to support Swedish clubs and associations. They can actively choose where their money goes, for example to a favourite club or to children’s clubs.
Sverigelotteriet is owned by Folkspel, a lottery game company dedicated to Swedish clubs and associations. Folkspel is owned in turn by 71 national organisations with a collective membership of around five million people. Besides Sverigelotteriet, Folkspel also owns and manages BingoLotto, the BingoLotto Christmas Calendar (Julkalender), Sverigelotten and the online betting site www.bingolotto.se.
It costs SEK 149 per month to subscribe to Sverigelotteriet. For each lottery number that a club sells, SEK 40 is donated to the club’s funds every month.
“It means that a single sale provides a steady income to a club for a long period. Just by selling 100 subscriptions a club can earn SEK 48,000 per year,” says Jessica Bergman, co-ordinator at Folkspel.
Folkspel has no private stakeholders to take a share of profits. All profits go straight back to local clubs and associations around Sweden, and over the years Swedish sports associations have been able to share a total of SEK 15 million.
The main competition for Sverigelotteriet is other subscription lotteries, such as the postcode lottery (Postkodlotteriet).
When you subscribe to Sverigelotteriet your date of birth becomes your lottery number. The first invoice is also sent out then.
“Our customers receive different invoices depending on how they have subscribed and how their subscription is paid. We also enclose a profits plan, two lottery tickets and our customer magazine. Strålfors handles all this for us,” says Jessica Bergman.
The components of each mailout, such as the number of lottery tickets, can vary. In all, Sverigelotteriet sends out six different types of invoice package.
Because the information in each mailout is personal it is important that the contents reach the right recipient. To safeguard this, Strålfors uses its SRM solution, which ensures that the right content is enclosed with each mailout. Every subscriber also receives two new lottery tickets each month.
“Every ticket has a unique code. As soon as it lands on the laminating conveyor it is paired with the invoice and linked to a unique recipient,” explains Anders Nöjd, a customer representative with Strålfors.
Every Sunday the birthday lottery draw is broadcast on the Swedish TV4 channel. There is no need for subscribers to watch the draw. All wins are monitored automatically and whenever someone wins Strålfors sends out their winnings in a golden package.
“The package can contain anything from small cash wins to a new car, a dream holiday, a home makeover or several million kronor,” says Jessica.
Strålfors also sends out reminders to anyone who has not paid the monthly charge.
“We don’t want our customers to sit there thinking they have won, if they have forgotten to pay. That’s why we always suggest payment by direct debit,” says Jessica.
Folkspel and Strålfors began their Sverigelotteriet partnership in November 2009.
“Everything has worked flawlessly, from the moment we first met to the first delivery in February this year. They are professional and we trust them to deliver,” says Jessica.
Strålfors will shortly deliver a similar solution for Folkspel’s other big seller, BingoLotto.
Maintaining a good relationship with customers is very important to Sverigelotteriet.
“We’re the best friend of clubs and associations, and that’s how we want to be seen. But because we are still relatively new people see us as something of a joker in the pack. This is something we will be working hard to change in the future,” says Jessica Bergman, adding:
“In five years’ time everyone will know who we are and that all the surplus from Sverigelotteriet goes to clubs and associations.”
In the future she also hopes they will be able to use invoice letters to communicate even more directly with customers. But before they can do this they need to know more. Right now they are conducting in-depth interviews to establish what they are doing right and what can be improved.
“We want to make things easy and convenient. It’s also important that we know as much as possible about the people we send letters to,” says Jessica Bergman.