Outdated limits on charity lotteries restricted the amount of money the individual charity lotteries managed by People's Postcode Lottery could raise to distribute to charitable causes.

People’s Postcode Lottery runs lotteries on behalf of charities and its players have raised over £600 million to date for good causes in Britain and beyond.

Our client was campaigning to increase the annual sales limit on charity lotteries from £10 million in order to reduce bureaucracy and admin costs, and allow them to give more money to good causes, especially small local charities

The People's Postcode Lottery came to Edelman to help them deliver on their campaign objective. In particular we supported them around Government engagement, Parliamentary engagement and strategy.


Edelman worked with People’s Postcode Lottery to develop a compelling argument in favour of increasing the limits on charity lotteries. The campaign built a groundswell of support from both senior Ministers and backbench MPs, who in turn applied collective pressure on the Department for Culture, Media and Sport to agree to the legislative change.

In particular, we used our political understanding to identify and communicate the importance of local funding to parliamentarians. People’s Postcode Lottery invested in a tool which was able to show politicians which local charities and good causes in their constituencies had been granted funding from the organisation. For maximum impact and to make the campaign objective pressing, we packaged this with data that also showed the amount of funding each constituency had missed out on due to the outdated limits. Together, these creative solutions were able to tell a story of both the current and the potential benefits of funding at a very local level, relevant to parliamentarians’ constituents.

We gathered support through targeted engagement with senior Cabinet Ministers and No.10 including one-to-one meetings, letter writing and working with Advisers and Civil Servants to highlight the positive benefits the change would provide to a large number of charities and to local areas.

To increase awareness amongst backbench MPs and other stakeholders, Edelman secured coverage about the campaign in national media, including The Sun and Daily Mail, as well as across local media at a constituency level.


The campaign lasted many months, with key points throughout both 2019 and 2020 when decisions were made by the Government. These included a Government consultation on charity lottery reform, the Government’s response to the consultation which announced they would be increasing the charity lottery limits, the tabling of a parliamentary SI in order to change the law, and the changes coming into effect in July 2020.

This comprehensive stakeholder and media engagement campaign was a huge success. We worked with People’s Postcode Lottery to conduct a wide reaching and effective public affairs campaign, which ultimately led to a change in the law.

As of 29 July 2020, the annual charity lottery sales limit increased from £10 million to £50 million. 

This change in legislation will make an enormous difference to good causes all around the country, reducing bureaucracy and administration costs and resulting in significantly more funding to both large national charities and smaller local initiatives.