Embracing risk with innovative thinking
Since 1982, The Myton Hospices located in Coventry and Warwickshire have been providing specialist palliative care to people across the West Midlands. Their mission is as strong as their heritage, which started over four decades ago – to provide high-quality specialist care and support to people aged 18 years and over, living with terminal illnesses.
The care provided is a free service, offered from the point of diagnosis to the end of life, to patients and their families. The highly qualified staff at the hospices focus on enhancing life when a cure is no longer an option. Perhaps what’s more essential is to recognise the importance of why hospices were established. Providing life-enhancing treatments for patients at the end of their lives allows these individuals more quality time with their loved ones.
A large-scale operation
The Myton Hospices offer a wide range of services to support individuals and families with any need and requirement. Ranging from inpatient units, respite beds, and at-home services to a support hub for anyone aged 18 years and over who is living with or caring for someone with a life-limiting illness. They also offer counselling and a range of therapies, provided by almost 300 key workers including their medical team. Additionally, more than 600 volunteers offer their service in a wide variety of roles across the hospices, shops, and events.
The financial impact
Myton was overburdened by the overwhelming financial pressure to ensure the cost of running the facilities and the ability to maintain the level of service required to support the individuals, families, and communities they serve. They had to think outside the box. As a charity, only 20% of funding comes from the NHS. To provide the vital services they offer free of charge to patients and their loved ones, the hospices need to raise over £11 million a year.
The income generated through The Myton Hospices Lottery is a vital source of Myton’s voluntary income. There are around 300 weekly winners. Supporters could win several prizes ranging from £5 to £1,500. There’s also a chance to win £5,000 in the seasonal bumper Super Draw and £10,000 in the weekly rollover draw. In order to reduce the deficit between income and expenditure, they turned their attention to the weekly lottery. They wanted to explore other opportunities to increase the income generated from their most loyal supporters.
Time for change
After meticulous planning and ideation, Myton pushed forward and the campaign went live in 2024. A new annual draw for the chance to win £25,000 was launched to existing lottery supporters. All Direct Debit supporters were automatically increased by £1 per month, giving them 12 entries into the draw. The new draw also offers supporters a chance to purchase additional entries closer to the time. Consequently, they’ve increased their income from existing supporters by £250,000 using the Direct Debit guarantee.
This simple yet effective idea creates zero risk for players. There are no additional steps or actions required from supporters. It’s a seamless journey with no impact to their online experience. New entries can opt out if they do not wish to participate in the £25,000 Summer Jackpot; they simply have to untick a box. To conclude, Myton’s simple yet risky idea resulted in a win-win situation as the real winners are the individuals and their families who benefit directly from the lottery income.
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