RSPCA launches weekly lottery

The RSPCA has launched what it claims is the UK's first animal welfare charity weekly lottery.

The lottery offers players a chance to win £3,000 in cash prizes every week plus a £10,000 special jackpot. Players pay £1 a week.

Developed by Whitewater, the direct marketing agency responsible for the RSPCA's direct response fundraising work, the lottery was launched with an initial mailing of 400,000. This was aimed at a range of existing supporters and others who have had some contact with the organisation but have no previous history of donating.

The lottery is being promoted at RSPCA animal centres around the country with take-1 leaflets, and an online promotion is also planned.