Three Local Charities Lottery
Delivering Multi-Channel Growth for a UK Charity Lottery
A refreshed brand identity and improved website experience helped strengthen engagement and participation across lottery fundraising activity.
OVERVIEW
Three Local Charities Lottery raises essential funds for Birmingham-based charities through weekly lottery play, supporting Acorns Children’s Hospice, Birmingham Hospice, and Focus Birmingham to continue delivering specialist care, equipment, and services to local families.
In August 2025, a digital growth plan was introduced to strengthen campaign delivery, improve brand consistency, and enhance engagement across lottery fundraising activity.
The focus was placed on improving how charity lottery marketing activity was executed across digital and offline channels, with a stronger emphasis on clarity, trust, and participation.
THE OBJECTIVES
DELIVERED THROUGH…
BRAND REFRESH
A refreshed brand identity was implemented across digital and offline materials to improve consistency and recognition across Three Local Charities Lottery.
Brand guidelines were created to define consistent usage of visual identity elements, including logo application, colour palette, typography, imagery style, and social media design standards.
The logo was carefully redrawn to retain its original feel, while bringing the colours from the bird motif to the forefront, making the brand more dynamic and digitally friendly.
This provided a clear framework to ensure consistency across all future communications, including social media graphics, website, campaign templates, and supporter-facing materials.
UX DESIGN
A redesigned website was delivered with a focus on improving navigation, clarity, and user flow.
The sign-up and payment journey was simplified to ensure users had the right information at each stage, helping to build confidence in the process.
Clear instructions were also introduced so users understood exactly what to expect after completing their lottery sign-up, including the steps following payment.
The structure was simplified to make lottery information easier to access, with clearer pathways to weekly draws and Superdraw participation.
Mobile optimisation was also implemented to improve usability across devices.
CONTENT MARKETING
& MESSAGING REVIEW
To support the brand refresh and UX improvements, a full review of existing messaging was carried out across website content and supporter communications.
Updates were made to improve clarity, consistency, and tone of voice, while also introducing more action-led and engaging language to bring greater excitement to the lottery experience.
This included moving towards more direct calls to action such as “Play now” rather than passive phrasing, helping to encourage participation and make the journey feel more immediate and engaging across all touchpoints.o support the brand refresh and UX improvements, a full review of existing messaging was carried out across website content and supporter communications.
PAID ADVERTISING CAMPAIGN DELIVERY
Ongoing charity lottery promotion was implemented through Meta paid advertising. Campaigns were structured around audience targeting, creative testing, and continuous optimisation to improve reach and participation.
Performance data was regularly reviewed, with refinements made to targeting and creative delivery to improve overall campaign outcomes.
Social media channels including; LinkedIn, Facebook, and Instagram were managed to improve consistency, engagement, and campaign visibility.
Content schedules were introduced, with tailored content formats used across each platform to support ongoing awareness of lottery campaigns.
Alongside this, winner-focused video content was produced for social media distribution. The videos were edited for platform use and used within ongoing content activity to support engagement and illustrate the real-world impact of lottery participation.
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SOCIAL MEDIA MANAGEMENT, VIDEO CONTENT & ENGAGEMENT GROWTH