Novamedia

Novamedia/Postcode Lotteries sets up Postcode Lotteries worldwide to raise funds for charity. The lotteries provide long term, flexible funding to ensure maximum impact.[1]

The headquarters of Novamedia/Postcode Lotteries in Amsterdam

As a social enterprise Novamedia/Postcode Lotteries firmly believes the world benefits from strong social organisations. The mission is to raise funds for social organisations, increase awareness of their work and support new initiatives.[2] It supports good causes in the fields of culture, nature, climate, health, social cohesion, human rights and development cooperation.

Nowadays six lotteries in five countries raise money for good causes. Novamedia/Postcode Lotteries is carrying all the risks and expenses associated with getting new Postcode Lotteries off the ground. Future returns of the investment can be reinvested solely in setting up new lotteries for further social benefit.

History

Novamedia/Postcode Lotteries was set up in 1983 as a marketing agency for charity organisations by Boudewijn Poelmann and Annemiek Hoogenboom. In 1989, Poelmann joined forces with Simon Jelsma, Frank Leeman en Herman de Jong to establish Nationale Postcode Loterij (Dutch National Postcode Lottery), a lottery based on postcodes with a subscription-based that guarantees sustainable fundraising for good causes.[3]

In The Netherlands Sponsor Bingo Loterij joined Novamedia/Postcode Lotteries in 1998 - named VriendenLoterij (FriendsLottery) from 2011. In 2002, Novamedia took over the operations of BankGiro Loterij.[4] From August 2021, VriendenLoterij and BankGiro Loterij continued under the name of VriendenLoterij. Nationale Postcode Loterij and VriendenLoterij are part of the Holding Nationale Goede Doelen Loterijen N.V. holding company.

Novamedia/Postcode Lotteries launched four lotteries abroad. In 2005 it started Svenska Postkodlotteriet in Sweden and People’s Postcode Lottery in Great Britain. In 2016 Deutsche Postcode Lotterie was launched throughout Germany, and in 2018 Norsk Postkodelotteri started in Norway.

The board

The executive board is responsible for the daily management of Novamedia/Postcode Lotteries and its affiliated companies.

The board members
CEO Sigrid van Aken
CMO Imme Rog
CCO Michiel Verboven

Key elements of the lottery format

Postcode Lottery is a subscription lottery which raises money for charities. Players win cash prizes, good causes receive financial support. The Postcode Lottery format in a nutshell: 7 key elements.[5]

  1. Charity: lotteries raise money for social organisations worldwide, working for planet and people, but also for grassroots good causes. By also funding projects on a more local level, players feel connected to what they contribute to.
  2. Postcodes: ticket are based on postcode. Only playing postcodes are entered into the draws. If one's postcode gets lucky, every player in this postcode wins.
  3. Subscription-model: the lottery is subscription only. Prizes are paid into the bank account. Sustainable sales can lead to sustainable fundraising: since most subscriptions are long-term, the support also can be. Player safety is guaranteed.
  4. A personal approach: a focus on excellent service and personal marketing, and making sure data and personal information is protected and managed securely.
  5. Marketing & communication: a focus on multi-channel campaigns, joint promotions and ongoing sales. Novamedia/Postcode Lotteries emphasizes awareness of the brands and maintaining a trustworthy reputation.
  6. Television & events: with television programs and live events Novamedia/Postcode Lotteries tries to raise awareness for the lottery and the good causes. It believes in het power of prime time entertainment.
  7. Ambassadors: international en national ambassadors are well-known personalities that are committed towards a better world. Together they build trust and raise awareness.

Beneficiaries

In 2020 the Postcode Lotteries operated by Novamedia/Postcode Lotteries produced a turnover of more than 2.1 billion euros, of which more than 763 million euros was divided among the charities.[6] This has made Novamedia/Postcode Lotteries the third biggest private donor in the world after the Bill and Melinda Gates Foundation and the Welcome Trust.[7]

Since its inception, Novamedia/Postcode Lotteries has collected 11 billion euros for more than 985 charities for human rights, poverty alleviation, the environment, development cooperation, sport, nature, culture and health & welfare.[8]

Ambassadors

Novamedia’s Postcode Lotteries are actively supported by ‘ambassadors’ who include world leaders, top athletes and Nobel Peace Prize Laureates, such as Muhammad Yunus, Desmond Tutu, Denis Mukwege, Nadia Murad, Rafael Nadal, Emma Thompson, George Clooney, Ruud Gullit and Katarina Witt.

References
  1. "About Novamedia | Novamedia". www.novamedia.nl. Retrieved 2021-02-19.
  2. "Vision & mission | Novamedia". www.novamedia.nl. Retrieved 2021-02-19.
  3. "Oxfam Novib". Nationale Postcode Loterij. Retrieved 2021-02-19.
  4. "Loterijen in één organisatie". nrc.nl.{{cite web}}: CS1 maint: url-status (link)
  5. "About Novamedia | Novamedia". www.novamedia.nl. Retrieved 2021-02-19.
  6. "Organisation & governance | Novamedia". www.novamedia.nl. Retrieved 2021-08-09.{{cite web}}: CS1 maint: url-status (link)
  7. "Giving 2020". CityAM. Retrieved 2021-02-19.
  8. "Novamedia". novamedia.nl. Retrieved 2021-08-09.{{cite web}}: CS1 maint: url-status (link)
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