Supporting our community with Pride
Almost five years ago, a lottery exclusively supporting LGBTQ+ good causes, launched in the UK. Founded by Tom Gattos, and his partner David, The Rainbow Lottery was created as a new initiative during the Covid-19 pandemic.
Owing to the absence of a lottery that supported the LGBTQ+ population, Tom and his partner saw a gap in the market. They were playing the National Lottery during lockdown when they both felt a deep compulsion to play a lottery that supports their most heartfelt passion. Suddenly, it occurred to them that there’s a lottery for just about everything except the LGBTQ+ community. Cognisant of the opportunity to raise money for LGBTQ+ groups, they agreed that as a team, they would rise to the challenge. They set off to create the nation’s first lottery devoted entirely to supporting LGBTQ+ good causes.
The Rainbow Lottery sparked a frenzy
Thanks to their zealous passion and unwavering dedication, The Rainbow Lottery sparked a frenzy. Now, nearly five years on, the lottery continues to grow in strength and momentum, and has raised close to £460k for good causes across the LGBTQ+ community. From the Terrance Higgins Trust to local Pride groups, around 241 good causes are supported by over 2,800 active weekly players. The income generated from the lottery creates a sustainable and residual income with 60% of ticket sales going directly to LGBTQ+ causes. This story is a tale of success made possible by one man and his passion to fly the rainbow flag with pride, whilst making a monumental impact.
Unlike all the major lotteries here where only 11.5p of £1 goes to good causes, we give 50p which is amazing. We give players the power. So, that’s a key ingredient to our success”
Promoting it far and wide
To promote the lottery, Tom and David invested in magazine and radio advertising, and featured in Attitude, DIVA and on GAYDIO. Tom attends just about every Pride and owes his popular reputation to various media outlets including a fascinating article in The Guardian, and guest appearances on BBC Radio London. He was also invited to join the team in the commentary box at Pride London. During their first year, the lottery was shortlisted for The British LGBT Awards and The Rainbow Honours.
Social media is also a key promotional platform for Tom which has been a primary channel for advertising and amplifying the lottery. However, as a non-profit, they don’t have deep marketing pockets to spend on advertising campaigns. Consequently, Tom has been championing the lottery, travelling across the country to network and spread the word, the good old-fashioned way. His promotional ‘roadshow’ has seen leaflets and beer mats distributed in pubs and community centres in London, Brighton, Edinburgh, Birmingham, Liverpool and Manchester. Other cities include Nottingham, Bristol, Cardiff and Glasgow. Since its launch, the lottery has had a tremendous journey.
The Rainbow Lottery is a new life for me, and it’s a life that I’m loving. After all, what could be better than helping people – especially when those people are part of your own community.”
Determination is the key to success
Undoubtedly, the Gatherwell team has thoroughly enjoyed working with Tom and supporting his ideas. Sharing his determination to propel good causes across the LGBTQ+ to greater heights, our team feel incredibly proud to have been part of this journey from the start.
For Tom and David, it’s been a venture that’s worth every minute and penny invested. Their success is proof that sometimes, one fresh idea – coupled with a lot of passion and determination – is all it takes to make a true impact where it really counts.
To find out more about our tailored lottery solutions and how Gatherwell can provide advise on how to grow your lottery, get in touch.
