Sunshine Lottery

The Sunshine Lottery eCRM program supports PCYC Queensland’s youth and community programs. Inconsistent communications and fragmented data limited engagement and ticket sales.

By implementing a structured, customer-first CRM program, we were able to deliver results that outperformed industry benchmarks and delivered measurable impact for the cause.

🔥2x engagement uplift
Open rates increased 109% and click-throughs rose 162%, surpassing both nonprofit and gaming benchmarks.

🚀 Lifecycle-driven CRM
Structured hygiene, motivator, and growth flows guiding customers from first purchase to repeat support.

💬 Smarter channel mix
Balanced email + SMS strategy that boosted engagement without raising unsubscribes.

🔧 Complex integrations delivered
Seamless real-time connection between Klaviyo, Jumbo, Snowflake, and Sunshine Lottery website.

🛡️ Compliance ensured
Fully aligned with Australian data sovereignty and privacy requirements.

❤️ Impact beyond metrics
More tickets sold, more engagement achieved, and more funding secured for PCYC Queensland’s youth and community programs.

For more than 70 years, PCYC Queensland has delivered programs that strengthen communities and empower young people.

The Sunshine Lottery provides critical funding for these initiatives. But without a clear CRM strategy, communications were inconsistent, engagement was low, and ticket sales were under pressure.

Key Challenges

• No visible link between Sunshine Lottery and PCYC brand
• Unstructured, ad hoc communications with no segmentation
• Fragmented data and poor reporting capability
• No clear CRM strategy to drive engagement or sales, repeat purchase, and customer lifetime value.
• Legacy platform misaligned with future privacy compliance

Objective

To transform CRM into a customer-first, scalable growth engine that would:

• Increase ticket sales and repeat purchases.
• Drive deeper engagement with supporters.
• Build long-term customer value through timely, relevant, personalised communications.

CRM Strategy

The team achieved powerful results by:

Three targeted phases: We built a structured lifecycle program, balancing email and SMS communications with sophisticated segmentation. The strategy combined personalised storytelling with timely nudges to guide the customer journey.

Phase 1: Hygiene Flows

• Welcome Flow: Engage customers immediately after first purchase.
• Draw Flow: Consistent weekly comms across each 7-week draw cycle.

Phase 2: Motivator Flows

• Abandoned Cart: Prompt customers to complete purchases.
• First Cycle Flow: Nurture new customers through their initial draw.
• Win-Back: Re-engage lapsed supporters with tailored messaging.

Phase 3: Optimisation

• Advanced segmentation and personalisation.
• Balanced email + SMS channel strategy.

Technical Enablement

Behind the customer-first strategy was a technically complex integration of multiple platforms. Bringing together Klaviyo, Jumbo, Snowflake, and the Sunshine Lottery website required close collaboration between vendor partners and our in-house developers.

This integration delivered:

• Real-time data flow between platforms, powering personalised and timely customer journeys.
• Automation at scale, ensuring the right message reached the right supporter at the right time.
• Data sovereignty compliance, aligning with Australian privacy requirements.

By unifying fragmented systems into a single, seamless ecosystem, we laid the foundation for the CRM transformation’s success and enabled the measurable engagement uplift that followed.