Charities can benefit from gambling industry involvement

Charities can benefit from gambling industry involvement

Tuesday, December 20, 2016 Posted by Andy McCarron has just raised £52,000 for charity partner

The gambling industry should make more of the good work it does for charity, but mostly to help the partner charities. That’s the view of PR & brand partnership manager Karina Adrian who has just spearheaded a campaign that has raised £52,000 for the charity 52 Lives thanks to customers.

She told “If making more of these relationships does more to help charities and those less fortunate, then promotion can only be a good thing. Ours is a relatively new partnership but in that short time, our contribution has made a massive difference of which we are incredibly proud.

“Our support has helped the charity to help many more people than they would without us. So yes it is important that people are aware of the good work being done by and other gaming companies but ideally for altruistic reasons and not just brand benefits.”

At the start of the year teamed up with 52 Lives, which every week posts a story about someone in need of help on its website and social media channels, and thanks to thousands of kind supporters, help is offered that changes lives. The charity works on the simple premise that people are good, and that lots of good people working together have the power to make a difference.

The partnership met its target to generate a minimum of £1,000 each week over the 52 weeks of the year, with inspiring members to ‘Play Happy’ via onsite games, and support this cause, to ultimately benefit those less fortunate.

Adrian explained: “Our players have totally gotten behind the charity and the simple premise, of small acts of kindness changing lives. They like that they can support a charity whilst doing something they enjoy and still having an opportunity to give back in an affordable way. 52 Lives is a charity that is growing - the simplistic approach is much easier for supporters to engage with as it isn't a faceless organisation and promotion of the people requiring help is a strong campaign driver of the charity.

“The Gala relationship USP that particularly resonates, is that 100% of proceeds go to the charity so they see it as a more generous act by the brand. It improves perception of the brand and adds another facet to the player experience. Undoubtedly it is a community talking point and the ability for players to nominate people in need of help has been well received by our players. Our players like to give back and yes we would think it is another element that strongly contributes to loyalty.”

Also hosted at from 7-16 December was a new daily game plus three Sunday night games (9pm, 10pm and 11pm) where 100% of proceeds generated from tickets will go to 52 Lives.

Jaime Thurston, Founder of 52 Lives said: “We are so grateful to and all its members who have helped to raise this fantastic sum. This money will change dozens of lives across the UK and beyond.”

Totally Gaming says: The gambling industry has a bad enough reputation as it is given its ‘vice’ status, so motivating customers to raise money for charity in this way shows that it can also be a force for good as well.


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