NLA Caritas Lottery Platform: Growing and shaping brands through consumer promotions

The NLA Caritas Lottery platform was introduced in 2012 as a solution to the void in the lottery space for institutions that wish to run lottery schemes to promote their commercial activities.  

The Caritas Lottery Platform regulates consumer promotions, games of chance, raffles, and draws, as well as points-based selection criteria, by companies, individuals, and well-meaning Ghanaians.  

This is provided for in Section 4 of the National Lotto Act, 2006 (Act 722), which mandates the NLA to operate any other game of chance or to enter into collaboration, partnership, or joint venture with any person, society, association, or corporate entity.

Relaunch and rebranding of the Caritas Lottery Platform

After a four-year hiatus, the Caritas Lottery Platform lost its authority and clients. Therefore, in October 2021, the Caritas Lottery Platform was relaunched in a vibrant event attended by some ministers of state, corporate Ghana, and the Authority’s stakeholders to establish a new brand image and recover market dominance. 

The Caritas Business Unit was created, and Marketing Officers were recruited as relationship managers for the Authority’s clients.

Stakeholder meetings were also held with Corporate Ghana to brief them on the Authority’s new perspective regarding the Caritas Lottery Platform.

The Authority reviewed the regulatory Fee regime to remain attractive to corporate Ghana, and a new Caritas Negotiation policy was put in place to guide the team. 

Also, in August 2022, following advice from the Office of the Attorney General and Minister for Justice, NLA regained control as the sole statutory body responsible for regulating all consumer promotional schemes involving elements of chance (raffles, draws, point-based selection criteria, etc.).

The AG’s opinion paper ultimately empowered the platform to serve as the exclusive authority overseeing all promotional activities organized by corporate Ghana.

Client Satisfaction

According to the Acting Director of Marketing, Caritas and Events, Mr. Kwabena Opoku-Boakye, the NLA Caritas Lottery Platform not only regulates the consumer promotion sector but also advises clients on future promotions based on feedback to help them enhance their products, services, and ultimately their brands. Clients gain vital market insights into how consumers perceive their brands and products.

The Caritas Lottery Platform’s brand integrity has been fundamental in attracting corporate organizations. Using the platform enhances a company’s brand credibility and provides consumers with the assurance of transparency during promotions.

The NLA strengthens its relationship with these clients through continuous monitoring and innovative ideas to keep them in the business.

Since its relaunch, the NLA has collaborated with over 100 companies, including FMCGs, financial institutions, and private firms. These include Telecel Ghana, Nestlé Ghana, MTN, Access Bank PLC, Société Générale, Star Assurance, Gino, Ecobank, Fidelity Bank, Bolt Ghana, Bel Beverages, Kasapreko, Fanmilk, FBN Bank, Visa International, Rana Motors, and Melcom, among others.

Benefits of the Caritas Lottery Platform

• It sanitizes the game of chance and lottery space through regulation.
• It promotes public confidence in lottery promotions.
• It has curbed the incidence of fraud and other incidents that can mar the credibility of lottery promotions.
• It is an avenue that organizations or individuals can take advantage of to improve their business goals and objectives.
• It is a brand that brings together brands and in so doing, organizations enjoy positive brand associations.
• Organizations can reward and create excitement among their clients through the use of the Caritas Lottery platform.

Revenue

Revenues from Caritas also support the NLA Good Causes Foundation.  The revenue from the Caritas Lottery Platform has increased rapidly since its relaunch and rebranding. 

• In 2021, revenue generated = GHS 102,585.23
• In 2022, revenue generated = GHS 1,482,432.10
• In 2023, revenue generated = GHS 3,221,504.65
• In 2024, revenue generated = GHS 6,251,500.50
• Year to date, revenue accrued is GHS 6,603,237.13

Conclusion

Proceeds from the Caritas Lottery Platform go into the NLA’s Corporate Social Responsibility projects.  

This is hinged on Section 2(3) of the National Lotto Act, which mandates the NLA to operate a lottery to provide care and protection for the physically or mentally afflicted, the needy, the aged, orphans, and destitute children.

The NLA, through its CSR, built recreational centres, sanitary facilities, mechanized boreholes, refurbished schools and hospitals, granted scholarships to gifted but needy students, and provided educational and medical equipment, among many other initiatives, for communities, individuals and institutions, reaching more than 500,000 lives.

NLA invests in these projects to fulfil its statutory obligation, give back to the communities in which we operate, and let our patrons know that when you do not win, your money supports national development.

The Caritas Lottery Platform has streamlined the consumer lottery sector, helping many brands achieve revenue growth, direct deposits, and brand positioning, while fostering consumer confidence in promotional activities.