Annual Reports 2010 Postcode Lotteries

Dutch Postcode Lottery People’s 2010 Dutch Postcode Lottery Annual Reports Swedish Postcode Postcode Lottery Lottery Annual Reports 2010 Postcode Lotteries

Nationale Postcode Loterij People’s Postcode Lottery

Visiting address: Registered address: Van Eeghenstraat 70 ‘The Courtyard’ 1071 GK Amsterdam 37 Sheen Road Richmond Surrey Postal address: TW9 1AJ P.O. Box 75025 United Kingdom 1070 AA Amsterdam The Netherlands Scotland Address: Great Michael House Telephone 0031 - 20 - 673 24 46 14 Links Place Fax 0031 - 20 - 573 75 55 Edinburgh E-mail [email protected] EH6 7EZ United Kingdom www.postcodeloterij.nl Telephone 0044 - 208 - 939 14 40 Fax 0044 - 208 - 948 21 34 E-mail [email protected]

www.postcodelottery.co.uk

Svenska PostkodLotteriet

Visiting address: Would you like to know more about Klarabergsviadukten 63 the Postcode Lottery format? 111 64 Stockholm Then please contact: Postal address: Novamedia P.O. Box 193 Van Eeghenstraat 93-95 101 23 Stockholm 1071 EX Amsterdam Sweden The Netherlands

Telephone 0046 - 8 - 562 488 00 Telephone 0031 - 20 - 664 09 78 Fax 0046 - 8 - 662 58 70 Fax 0031 - 20 - 679 75 06 E-mail [email protected] E-mail [email protected]

www.postkodlotteriet.se www.novamedia.nl We are a charity lottery

We want you to have fun today and we want you to have fun tomorrow. We are the world’s leading charity lottery. We spread huge amounts of money and happiness in neighbourhoods and at the same time improve the lives of millions of people all over the world.

That’s what we have been doing for the past twenty years, and that’s what we plan to do for many years to come. For our planet, and all the people living on it, because the biggest prize for all of us is the future itself. We know every small step counts. We also believe that, although many things may seem impossible, they can be done. We are a charity lottery; we want to be courageous, sharing, fun and sustainable.

There is so much to win for all of us. Life is beautiful.

Foreword by Boudewijn Poelmann, Chairman 2 The growth of the Postcode Lotteries 3 The Postcode Lotteries in fi gures 5 Lotteries for a better world 6 Commitment 2010: Save the oceans 8 Rafael Nadal international ambassador 10

People’s Postcode Lottery 12 ● People’s Postcode Lottery in fi gures 14 ● Money for charities 15 ● Getting members 20

Dutch Postcode Lottery 24 ● Dutch Postcode Lottery in fi gures 26 ● Money for charities 27 ● Extra projects 34 ● Postcode Lottery Green Challenge 2010 35 ● Getting members 36

Swedish Postcode Lottery 40 ● Swedish Postcode Lottery in fi gures 42 ● Money for charities 43 ● Event on Social Entrepeneurship 49 ● Getting members 50

How we work 54 Sustainable and enterprising with ‘Planet First!’ 57 All the charities 62

1 Sustainable, Sharing, Courageous and Fun

The Swedish Postcode Lottery course, the 600+ employees who is setting the same course. It has Cooperation work at the respective lotteries as achieved consistent growth since During the Copenhagen Confer- well. They have been supported its inception in 2005. In a country ence, the three postcode lotter- since the end of 2010 by our new with a population of 9,5 million ies set up a joint action plan for ambassador: the Spanish tennis Boudewijn people, more than 1.5 million the fi rst time. International joint star Rafael Nadal. We would like to Poelmann, participate in each draw. Dona- ventures such as this will happen welcome him and the Rafa Nadal Chairman of tions to good causes doubled in more frequently in the future. In Foundation! the Board, 2010, totalling close to 80 million 2010, the three postcode lotteries Dutch Post- euros. After fi ve years, the Swedish cooperated with international part- The future code Lottery. Postcode Lottery is approaching ners the World Wildlife Fund and the 200-million-euro threshold for Greenpeace to launch a campaign We’re ready to embrace the future, good causes. for oceanic conservation. with loads of energy and dyna- For the fi rst time, too, we dished mism. It’s in our DNA. It’s not for The Nationale Postcode Loterij Donations to good causes made out a European Postcode Jackpot nothing that we express our four (Dutch Postcode Lottery), Svenska by the People’s Postcode Lottery in 2010. In August, the municipal- core values as follows: sustain- PostkodLotteriet (Swedish Postcode have grown by more than 25% to ities of Vroomshoop in the eastern able, sharing, courageous and fun. Lottery) and People’s Postcode a fi gure of over 5 million euros Netherlands and Scarborough in As long as we uphold these core Lottery (Scotland, England and in 2010. By the end of the year the UK were the lucky winners. values, you’ll be hearing from us – Wales) can look back on a good under review, more than 200,000 They were able to divided the jack- in the interests of the people and year. All three postcode lotteries players had joined the draw and pot of 12.3 million euros. their planet. continued to grow in 2010. New the lottery supports 13 charitable good causes can count on support. organisations. Planet First! And new opportunities are unfold- ing in new countries. The postcode The Dutch Postcode Lottery has lotteries are ready to take the next More good causes always awarded top priority to the step in assuming corporate social We are extremely pleased with environment and CSR. In 2009, responsibility (CSR). A European this continuing growth trend. The this was formulated in a number Postcode Jackpot was dished out most important reason for this is of basic premises under the Planet for the fi rst time and we have a our concern for the future of our First! banner. This year, we will be new international ambassador: planet and its life. In spite of grow- taking the next step, publishing a Rafael Nadal. ing prosperity, we see many people separate CSR Report for the fi rst becoming even poorer. We see a time. In this regular annual report, planet becoming more polluted you will fi nd an excerpt from the Growth and impoverished despite all our CSR Report. The full report is It’s been 21 years since the con- advances. We see increased pres- available on our website. cept of a postcode lottery was fi rst sure coming to bear on health care, launched in the Netherlands. Since social cohesion, the welfare of chil- Participants then, the Dutch Postcode Lottery dren and the aged, and art and cul- We can only do this work because has grown year by year. And 2010 ture in the Western world. Money was no exception, with a record of the participation of 3.6 million donated by the postcode lotteries families, who join the lottery with stake of 541 million euros in the makes a meaningful contribution Netherlands. Over the past 21 more than 6 million tickets every in each of these areas. And there is month. In this spirit, more than years, the Dutch Postcode Lottery still so much more to do. has donated 3.25 billion euros to 350 million euros was donated to charity. close to 140 good causes in 2010. We wish to thank everyone who participated most warmly and, of 2 The growth of the Postcode Lotteries

1000 Million euros

Stakes in the Postcode Lotteries 1990–2010 in euros 800

600

400 People’s Postcode Lottery

200 Swedish Postcode Lottery

0 Dutch Postcode Lottery 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

400 Million euros

350 Contributions to benefi ciaries by the Postcode Lotteries 1990–2010 in euros

300

250 The Postcode Lotteries operate in the Netherlands, 200 Sweden and Great Britain. As of December 2010 a total 150 of 3,678,152 played the lotteries, with a total of 100 6,236,511 tickets. The lotteries donated over 356.7 million euros to chari- 50 ties in 2010. 0 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 3 The Postcode Lotteries

153,899 families 2,513,733 families 1,010,520 families 203,051 subscriptions 4,374,015 subscriptions 1,659,445 subscriptions 84,488 prize winners 9,205,767 prize winners 962,480 prize winners 13 charities 89 charities 35 charities Stake 2010: Stake 2010: Stake 2010: 25.8 million euros 540.6 million euros 277.3 million euros Contribution 2010: Contribution 2010: Contribution 2010: 5.1 million euros 270.9 million euros 80.7 million euros 2005-2010: 1990-2010: 2005-2010: 13.1 million euros 3.25 billion euros 193.1 million euros for charities for charities for charities In total: 3,678,152 families with 6,236,511 subscriptions by end 2010 10,252,735 prize winners 137 charities for ‘people’ and ‘planet’ worldwide Stake 2010: 843.7 million euros Contribution 2010: 356.7 million euros 1990-2010: 3.5 billion euros for charities

4 The Postcode Lotteries in fi gures Statement of revenue and expenditure

Actual 2010 Actual 2009 € % € %

Income Lottery Income 843,738,591 100.0% 730,183,960 100.0% Other Income 31,036,823 3.7% 19,726,914 2.7% Total Income 874,775,414 103.7% 749,910,875 102.7%

Distributions to benefi ciaries (= remittance) 356,740,976 42.3% 305,671,813 41.9%

Prizes and gifts for members Prizes 315,581,156 37.4% 242,436,824 33.2% Gifts for members 42,236,250 5.0% 45,356,250 6.2% 357,817,406 42.4% 287,793,074 39.4% (Sponsored prizes) -33,837,824 -4.0% -15,356,250 -2.1% 323,979,582 38.4% 272,436,824 37.3%

Expenses • Personnel expenses 22,966,615 2.7% 18,971,983 2.6% • Depreciation fi xed assets 10,856,566 1.3% 16,218,566 2.2% • Organisation costs 58,701,665 7.0% 53,405,197 7.3% • Marketing costs 99,475,013 11.8% 83,577,848 11.4%

Total expenses 191,999,859 22.8% 172,173,593 23.7%

Result before fi nancial income and expense 2,054,996 0.2% -371,356 -0.1% Financial income and expense -576,524 -0.1% 595,734 0.1%

Result before corporation tax 1,478,472 0.2% 224,378 0.0%

Corporation tax 398,692 0.0% -67,423 0.0%

Result after corporation tax 1,079,780 0.1% 156,955 0.0%

5 Lotteries for a better world

The mission of the United Postcode Lotteries is to achieve a better world for people and planet; a world in which all people, animals and plants can live healthily, and are treated justly and with respect.

To achieve this aim, money is postcode means that an entire raised to support charities and street or neighbourhood wins. The NGOs that are dedicated to people lottery awards the prizes to a post- and planet. In addition, the lottery code, with the number of members provides a stage to increase aware- in that postcode area determining ness for the work of its benefi ciar- how much is won by each indi- ies. vidual member. Lotteries Winning together to support charities The idea of winning together is strengthened by the other side of The Dutch Postcode Lottery the lotteries: the distribution of Thanks to the contribution from the Swedish Postcode Lottery, UNICEF is was launched in December 1989 proceeds to charities. Although able to help children all over the world obtain education, for example in this and has grown phenomenally the player may not always win, the tent school in Africa. ever since. By December 2010, charities always do. All Postcode 2,513,733 families were taking Lotteries must contribute a fi xed Britain with an intended increase Charity organisations working part with 4,374,015 lottery tickets. minimum percentage of the stakes to 40 percent in the near future towards a just and greener world Thanks to this success, a pilot to the charities. This is 29 percent and 50 percent in the qualify for support from the lotter- project was started in the North in Sweden, 20 percent in Great Netherlands. ies. The lotteries give their benefi - East of England in August 2005. The launch in Sweden followed a month later in September 2005, and 1,659,445 tickets had been Core values sold by the end of 2010. The Post- code Lottery was introduced in Right from the start, the employees of the United Scotland in November 2007 and in Postcode Lotteries were inspired by four words. Sharing Wales in January 2010. The lotter- And these words, these values, continue to en- Our winners share the prizes. Our benefi ciaries ies in Great Britain combined now sure that the heart of the United Postcode Lotter- share in the lotteries’ net contributions, and they, have a total of 153,899 members ies in Great Britain, Sweden and the Netherlands in turn, share them with their own benefi ciaries. playing with 203,051 tickets. keeps beating strongly: We share our knowledge and skills with each other. And all of this is for benefi t of the planet Postcode Courageous that we share together. The principle of the lottery is We have the courage to act outside the estab- simple, attractive and the same for lished framework and come up with solutions that Fun each country. The lottery ticket others have not yet tried. Participants have fun and win great prizes, and number is based on the member’s we enjoy our work too! Through the charitable postcode, which is where the Sustainable organisations, we make people and planet happy Postcode Lottery gets its name. with our support. We strive for sustainability in everything we do, Added to the postcode is a three- from the way we act to the way we work. digit personal number. Using the

6 ciaries a great deal of freedom in how they spend the money. They believe the beneﬁ ciaries are the experts in terms of spending the ﬁ nancial support and this allows them to invest money in the areas that need it the most. Awareness As part of their mission, the Post- code Lotteries provide members with information about the charities they support. All charities are described on the lotteries’ websites and their work features in maga- zines and newsletters sent to the members. The TV game shows include information about the lotteries’ charities too, and separate TV documentaries are also broadcast.

The unique thing about the Postcode Lotteries is that an entire neighbourhood wins. Just like here in the Dutch city of Enschede, where 600 participants with 900 lottery tickets together won 20 million euros.

Key elements of the Postcode Lottery’s success Format Execution • A revolutionary new lottery • Database driven based on formula; the fi rst new lottery strong IT platforms concept in 400 years • Interactive direct marketing • Winners are clustered geographically • Subscription system Credibility • Widely respected benefi ciaries Media • Widely respected • TV formats: successful ambassadors information and game shows These values continue to ensure that the heart of the United Postcode Lotter- • Charity-related information ies keeps beating strongly. 7 Commitment 2010: Save the oceans

8 The earth’s oceans are facing increasing threats from climate change, pollution, oil and gas exploration, deep-sea mining and overfi shing. The United Postcode Lotteries are working with the Worldwide Fund for Nature (WWF), Greenpeace and the Marine Stewardship Council (MSC). They are all organisations that focus on preserving the wealth of life in the oceans, creating marine reserves and increasing the market for sustainably caught fi sh.

For Postcode Lottery Project Oceans, the lot- 2010 – which the Postcode Lotteries of the teries are contributing 7 million euros for these Netherlands, Sweden and Great Britain made purposes and to raise awareness about the envi- together during the annual meeting of the ronmental problems that threaten our oceans. Clinton Global Initiative (CGI) in New York. The CGI brings together world leaders to seek Promise innovative solutions to some of the world’s Postcode Lottery Project Oceans is the fulﬁ l- most urgent problems. ment of the promise – Commitment to Action

Presentation of the Commitment to Action by, from left to right: Allard Stapel (Worldwide Fund for Nature), Kumi Naidoo (Greenpeace International), Bill Clinton, Rupert Howes (Marine Stewardship Council), Marieke van Schaik and Boudewijn Poelmann (both of the Dutch Postcode Lottery).

See www.projectoceans.com 9 Rafael Nadal international ambassador Rafael Nadal, the current number 1 tennis player in the world, was appointed international ambassador of the United Postcode Lotteries in 2010. He will promote the Postcode Lotteries in the Netherlands, Sweden and Great Britain.

Rafael Nadal: “I would like to thank the Postcode Lottery for lending its loyal support to all those good causes, including my own Rafa Nadal Foundation. Because of your help, many children will have a better future.” 10 On behalf of the Rafa Nadal Foundation, President Ana Maria Parera (left) and Director Claudia Blasi (right) receive the foundation’s ﬁ rst annual contribution from the Dutch Postcode Lottery during the ‘Goed Geld Gala’ (Good Money Gala).

with regard to nutrition, health, ment the ‘Integration & Sport’ pro- Rafa Nadal Foundation emotional development and sports. The gramme. The United Postcode Lotteries Rafael Nadal has associated his name foundation is entering into a partner- are contributing a million euros to this with charity for some time already. His ship with the Spanish SOS Children’s programme. own charity, the Rafa Nadal Founda- Villages (Aldeas Infantiles SOS) for the tion, supports activities for children next 3 years. Together they will imple-

With his ambassadorship, Rafael Nadal is joining the following list of famous personalities who support the mission of the Postcode Lotteries worldwide.

Nelson Mandela Johan Cruyff Bill Clinton Ruud Gullit Tony Blair South Africa The Netherlands United States The Netherlands Great Britain 11 Mother of four Frances Hopper from Wishaw won £202,946 in the 2010 Christmas Millions, after she signed up one month before. She said: “ A fortune-teller told me my home could bring me luck. When I found a Postcode Lottery mailer on my doormat two days later I signed up. I’ll use the prize to buy a bigger house so all my children can have their own rooms.” And so she did. 12 People’s Postcode Lottery

Mission Organising lotteries to raise funds for charity organisations and increase awareness for their work.

153,899 families with 203,051 subscriptions by end 2010 84,488 prize winners 13 charity partners and 408 Small Charity Projects 2005-2010: 13.1 million euros for charities

13 People’s Postcode Lottery in fi gures Statement of revenue and expenditure

Actual 2010 Actual 2009 € % € %

Income Lottery income 25,833,380 100.0% 20,579,901 100.0%

Distributions to benefi ciaries (= remittance) • Children North East 97,309 123,112 • Northumberland Wildlife Trust 101,669 107,671 • Yorkshire Dales Millennium Trust 92,801 66,344 • Yorkshire Wildlife Trust 94,690 78,735 • Scottish Wildlife Trust 570,317 495,065 • CHILDREN 1ST 675,753 557,109 • Maggie’s Cancer Caring Centres 762,663 703,841 • Daisy Chain 95,168 125,387 • Missing People (Scotland and England) 576,275 522,000 • People’s Postcode Trust 1,809,094 1,336,716 • WWF 101,684 0 • Woodland Trust 94,690 0 • National Galleries of Scotland 94,562 0

Total distributions to benefi ciaries 5,166,676 20.0% 4,115,980 20.0%

Prizes 11,625,021 45.0% 9,260,955 45.0%

Expenses Organisation costs 9,041,683 35.0% 7,202,965 35.0%

Result before corporation tax 0 0,0% 0 0,0%

Corporation tax 0 0.0% 0 0.0%

Result after corporation tax 0 0.0% 0 0.0%

14 Money for charities

The mission of the People’s Postcode Lottery is to raise funds for charities and increase awareness of their work. Operating in England, Scotland and Wales, all the money raised in each region stays in that region – helping causes local to our players. 40 pence from every weekly ticket goes directly to charity partners in unrestricted funding – and makes a huge difference!

Over £11 million has been raised The crossing of the £10 million mark for charities was celebrated festively. The counter had risen to £11 million by for the lottery’s charity partners to the end of the year. date – an impressive sum which continues to grow. The lottery’s partnerships with its charity ben- to the partners’ respective work threefold since January 2008 when efi ciaries are mutually benefi cial (indeed, the Scottish Wildlife Trust the partnership with the lottery be- Children’s too, introducing new audiences has increased its membership gan), raising demand for services charities and providing free admission to highly acclaimed events, such as ST the lottery’s promotion for the CHILDREN 1 National Galleries’ Impressionist CHILDREN 1ST aims to safeguard Gardens exhibition. a happy, healthy, safe and secure childhood for every child and The People’s Postcode Lottery young person in Scotland. The believes that the charities are the charity runs 44 services across experts on spending the fi nancial Scotland to support families under support they receive. Crucially, the stress, protect children from harm support received by the direct ben- and neglect, help them recover efi ciaries is unrestricted, allowing from abuse, and promote chil- them to invest money in the areas dren’s rights and interests. Over that need it the most, and to match £1.5 million has been raised for restricted funding. CHILDREN 1ST by our players to date – that’s money that is cover- Since its launch in November ing the running costs of six of the 2007, the People’s Postcode Lot- family support centres in Scotland, tery has raised over £11 million for services that today are needed charities in Scotland, England and more than ever. Miss Scotland joins forces with the People’s Postcode Lottery to support Wales. CHILDREN 1ST.

15 Woodland Trust Scotland A new charity partner in 2010, the Woodland Trust Scotland is part of Great Britain’s leading woodland conservation charity, with a vision to see a country rich in native woods and trees, which are valued by everyone. The Trust owns 80 woods in Scotland covering 8,500 hectares. Support from the People’s Postcode Lottery helps plant new native trees, which are one of the best habitats for wildlife. The lottery’s support also gives people the opportunity to enjoy and learn about the outdoors and helps the charity fi ght to save important woods that are under threat. Daisy Chain provides respite support and care for families affected by autism. WWF Scotland Building on already established East. Funding from the People’s Children North East partnerships with our sister lot- Postcode Lottery has helped Daisy Environmental teries, WWF Scotland became a The People’s Postcode Lottery’s Chain build a new Day Centre, partner in September 2010. Fight- support helps Children North East where children with special needs charities ing for measures to achieve carbon to ensure that all children, young can have fun with their families. reduction and protecting marine people and families who use its This support enables families to The Northumber- life are just some of WWF Scot- services are helped to overcome maintain their cohesion and family land’s projects. their diffi culties and are able to go life through the strains of looking land, Scottish and on to reach their full potential in after a child with autism. life. Children North East manages Yorkshire Wildlife a wide range of projects, including Trusts Families Plus, a tailored support Maggie’s Cancer The Northumberland, Scottish service for families who are strug- Caring Centres and Yorkshire Wildlife Trusts gling with diffi culties, often arising Helping to build a life beyond protect wildlife, marine life and from their own childhood experi- cancer, Maggie’s Cancer Caring wild places, educate the public, ences. Centres help patients and their run conservation programmes and families and friends to deal with involve people with their planet. Health cancer and stay as healthy in mind Funding received so far has made and body as they can. Ten fully a huge impact – in fact, the Scot- Charities operational Maggie’s Centres now tish Wildlife Trust has received exist throughout Great Britain. over £1.3 million to date, enough With fi nancial input of over to cover the running costs of all Daisy Chain £1.7 million from the People’s 123 of its reserves for wildlife and Daisy Chain provides a haven for Postcode Lottery, Maggie’s has people. families affected by autism, by been able to reach more people af- offering a range of services and fected by cancer than ever before. activities from its 5.5-acre farm The support helps to run 4 centres, The Wildlife Trusts are working in Stockton-on-Tees in the North which cater for 29,000 people. together to save the red squirrel. 16 of Western art. The Galleries care for, research and develop these collections and aim to share these works of art with as wide a public as possible, conducting educa- tional and outreach programmes as well as holding special exhibitions. People’s Postcode Lottery players were recently given free tickets to one of the Galleries’ most popular exhibitions – the Impressionist Gardens. Yorkshire Dales Millennium Trust Yorkshire is known for its amazing landscape and rich wildlife. For the last 10 years, the Yorkshire Dales Millennium Trust (YDMT) has been rebuilding the physi- Thanks in part to the People´s Postcode Lottery, Maggie’s Cancer Caring cal environment of the unique A young supporter helps the York- Centres operate across England, Scotland and Wales. Yorkshire Dales. It works with shire Dales Millennium Trust with 500 volunteers on re-establishing tree planting. Cultural and National Galleries traditional meadowlands, revitalis- ing buildings, and helping inner- People’s Post- Community of Scotland city school children understand Coming on board as a charity work in rural areas. It also creates code Trust Charities partner in 2010, the National Gal- apprenticeships for young people The People’s Postcode Lottery leries of Scotland look after some to teach them about conservation, launched the People’s Postcode Missing People of the world's fi nest collections rural skills and land management. Trust in April 2009. The Trust ena- Missing People works in Scotland, England and Wales to provide services for missing children, vulnerable adults and families left in limbo. The organisation offers families of missing people specialist advice and practical support as well as searching – securing publicity that could end years of heartache. Missing People had no real presence in Scotland until it teamed up with the People’s Postcode Lottery. The charity has recently launched its Missing Rights campaign across Scotland, England and Wales.

Miss Scotland launches our new partnership with the National Galleries of Scotland. 17 Hawkhill Community Association Helenslea Hall Management Commit- tee Hillside TRA Holyrood Amateur Boxing Club Homestart Aberdeen HopScotch Children's Charity Inverclyde Phoenix American Football Club Inverness Canoe Club Jamestown EECC Parent's Group Jean Swifts Youth Football Club Jedworth Loaning Sheltered Housing Association Jeely Piece Club Jigsaw Jogging Buddies Venues Junior World Childcare Group Keep Scotland Beautiful Keith CC Holiday Playscheme Kennethmont Youth Group Key Fitness Kidney Kids Scotland Kidzeco CIC Kilmarnock and District Can Cycle The Dream Fund will help charities make ‘dream’ projects a reality. Kinglassie Miners Charitable Society Kirkhill & Bunchrew Community Trust bles community groups and chari- Annandale Transport Initiative Dunfermline City Hockey Club Lairg and District Community Initia- ties to apply for project funding up Arden Chillout Dunipace Parish Church of Scotland tive Lamont Farm to £10,000. 408 projects have been Auchmuty & Dovecot Tenants & Resi- Dunoon Link Club dents Association East Ayrshire Carers Lanark Playpark Action Group funded to date in Scotland, Eng- Averon Leisure Management Ltd East End Kids & Co (Glasgow) Langbank Swingpark Regeneration land and Wales, while 2010 saw Barnardo's Scotland Edinburgh & Lothians Greenspace Largs Sail Training Centre the launch of a new ‘Dream Fund’. Beauly and Ord Junior Shinty Club Trust Leith Community Mediaworks The Dream Fund will administer Bingham and District 50+ Project Edinburgh Young Carers Project - Lhanbryde Community Challenge Linnvale Community Bus £600,000 over a two-year period Brae RDA Partnership EYCP Bridge of Weir Play Park Improvement Ethnic Enable Linwood Active for teams of charities and commu- Group Eyemouth Golf Club Loch Lomond Rowing Club nity groups to deliver a new and Broomhouse Health Strategy Group Factory Skate Park Lee O'Brien Solvent Trust innovative 12-month project. Broxburn Family Centre Fairbridge in Scotland Lothian Autistic Society Butterfl y Nursery Falkirk Girls Football Club Louden Albion Football Club Caldercruix Youth & Community Family Addiction Support Services Maud Village Trust List of Funded Development Project Fife Diet Milton Rovers Youth FC Cancer Link Aberdeen & North Flutes in the Fort Minard Community Trust Projects in (CLAN) Forget Me Not Club Muir Maxwell Trust Carnwadric & Kennishead Pre-5 Unit Four Connections Toddler & Junior Murton Wildlife Trust 2010 Central Scotland Forest Trust Youth Group Musically Active Dudes Comas Friends of Ailsa Court Muthill in Bloom Community Links Scotland Friends of the Award in Edinburgh Neilston 1st Scout Group (Streetlinks) Gairloch and Loch Ewe Action Forum New Horizons Borders SCOTLAND CraigOwl Communities (GALE) New Rhythms for Glasgow 18 Plus Crossroads Youth and Community Gearrchoille Community Wood Newington Toy Library 1st Arbroath Scout Group (2nd Angus) Association Ardgay North Glasgow Community Food 44th Glasgow Scouts Culross Community Garden Gilmerton Community Centre Initiative 7th Paisley NI Scout Group Darnley Street Family Centre Girlguiding Caithness North Lanarkshire Leisure 7th Stirling (Beechwood) Scout Group Dava Way Association Girlguiding West Lothian North Merchiston Club 82nd Inverleith (Cramond) Scouts Dumbarton Football Club Community Glasgow East Women's Aid Oasis Youth Centre Aberdeen Lads Club Trust Greener Leith Oban Saints Football Club Aberdeen University Football Club Dumfries Welfare Rights Greenock and District Scout Council Ocean Youth Trust Scotland Aberlour Child Care Trust Dundee East Community Sports Club GYP Borders Orcadia Creative Learning Centre Anagach Woods Trust Ormlie Community Association 18 Pairc Playgroup Sports Driving Whitlawburn Community Resource Lorna Young Foundation Paragon St Joseph's Primary School Whitburn Centre Love Hoops Foundation Park Villa Football Development Parent Council Wild Things! Marple Mini Youth Rugby Club Parkhead Youth Project St Paul's Church (Bolt FM) With Kids (Big Issue Foundation Mellish RFC Playtime Playgroup St Philips Garden Allotment Scotland) Merseyside Disability Football Advi- ProjectScotland St. Michael's Cricket Club Young People's Futures sory Group Quarriers Street League Youth Community Support Agency New Life Church Quarter Community Association Syngenta Juveniles FC Newcastle United Foundation Rape and Abuse Line Tarbert and Skipness Community Northcall Community Centre Rape and Abuse Support Trust ENGLAND Nuffi eld CC Rape Crisis Centre Glasgow Tayside Forensic Voices Action Force Africa Partnership Council Reality Adventure Works in Scotland Teenage Cancer Trust 5th Barnsley (Hoyland Common) Porchfi eld Community Association Ltd Terrence Higgins Trust (THT) Scout Group Real West Brom FC Reidvale Adventure Play The Challenger Trust 7th Huddersfi eld Glayton West Scout Rochdale Women’s Welfare Association Right Track Scotland Ltd The Duke of Edinburgh Award Group Rotters Community Composting Riverside Community Hall The Loft Youth Project Army, Navy and Air Force Help, Sup- SHARE Roslin & Bilston Community First The Preshal Trust port & Advisory Group Sheffi eld Mencap & Gateway Responders The Saturday Cafe & Associated Clubs Art in the Park (Sheffi eld) Sileby Boxing Academy Royal Scottish Geographic Society The Three Eyes Project Ashley Cricket Club Small Woods Association Saheliya The Waterways Trust Scotland Aston Manor Cricket Club Sport 4 Life Sail Training Shetland The Yard Autism Initiatives UK St Helen's Mind Sandbank Community Development Thornton Golf Club Batchley Support Group Starlight Trampoline and Gymnastics Trust Thurso Sea Cadet Unit Bedworth Disabled Swimming Club Club SC Bon Accord Ladies FC Trees for Life Beech Holme Tandem Club Street League Scalloway Youth Centre Tryst 77 Handball Club Blackbrook Zoological Park The Albrighton Trust Scottish Handball Association Turning Point Scotland Bowbrook Allotment Community The Chermond Trust Scottish Huntington Association Twechar Youth Group Bracebridge Health Pre-school The Hot Shots Scottish Native Woods Vale of Leven Mature Arts Group Burton PHAB Club The Learning Through Landscapes Scottish Seabird Centre Venture Trust Carlisle Leisure Ltd Trust Scottish Society for Autism Voluntary Action Barra and Vatersay Centrepoint The Redditch Play Council Scottish Youth Parliament Voluntary Action Shetland Chapeltown in Bloom The Works Skatepark Sense Scotland Walls Public Hall Trust Charville Community Centre Unbounded House Shapinsay Development Trust Wasps Community Trust Clun Walking Group Village Primary School Shetland Amateur Athletics Club Water of Leith Conservation Trust Cluster of Aldercar, Langley, Langley Wakefi eld Trinity Community Trust Shitokai Karate Waverley Care Mill and Marlpool West Yorkshire Forget Me Not Trust Showcase the Street West of Scotland Youth Bowling Come Alive at 55 Wildlife Trust BCNP Somebody Cares Trust UK Project Corner House Trust Woodcock Park Bowling Club Creation Skate Park Young Enterprise North East CSV Young Potential (East Midlands) Ltd Cudworth Community Enterprises Youth Development Dagenham Bangladeshi Women & Youth Empowerment Crime Diversion Children's Association YouthNet Donington in Bloom Double Elephant Print Workshop Durham Wildlife Trust WALES East Doncaster Development Trust Amman Valley Railway Society Ellingham Rugby Club Bryncynon Community Revival Strat- Emmaus Sheffi eld egy Enterprising Communities Cancer Information and Support Fabric Services Gaydio Cancercareline Girlguiding - Beaudesert District Canolfan Cynghori Ynys Mon Citizens Goodwin Development Trust Advice Groundwork South Tyneside and Cerebra Newcastle Crossroads Care North Wales Hartsholme CC Fairbridge De Cymru Hillsborough Sports Arena Association Penryhn Castle National Trust Hull Dockers Swansea Silver Rhythmaires Marching Identities CIC Band Leeds Children's Charity Liverpool Lighthouse The Ocean Youth Trust help young people take to the seas. Loaves n Fishes 19 Getting Members

2010 has been a fantastic year for People’s Postcode Lottery – with 84,488 winning tickets, the prize winners have won over £24.5 million to date, and 2010 also saw the lottery launched in Wales. The number of tickets in the monthly draw increased from 204,346 in December 2009 to 218,343 in September 2010.

In every weekly draw, 500 post- By participating in the People’s codes and around 2,000 tickets Postcode Lottery members help win prizes, meaning the chances to contribute to a greener and more win with People’s Postcode Lottery just world. They support local and are great. national charities working across

Welsh rugby legend Scott Quinnell about to hand over a Street Prize in Cardiff.

Scotland, England and Wales in phoning the Customer Care Team. their own neighbourhoods – and A People’s Postcode Lottery ticket over £11 million has been raised is based on the player’s postcode for good causes to date. Besides be- plus a unique 3-digit number (e.g. ing a fundraiser, the People’s Post- G16 6EW 772). The ticket price is code Lottery heightens the profi le paid in advance by monthly direct of charity partners, both through debit or by credit card. Further its own marketing channels and payment options will be intro- through the charity’s own publi- duced in 2011. cations. Such extra publicity and visibility thus sees charities’ sup- Weekly draws port bases grow and an increased demand for their services. Members can play in two ways - by direct debit and by credit card. Players receive an annual draw cal- How to play endar which shows both monthly With the People’s Postcode Lottery collection dates and the dates of all tickets are based on the player’s fi ve monthly draws. Each draw has postcode and neighbours can win a top prize of £30,000, with a Sec- together. Winners end up celebrat- tor Prize of £5,000 for players who ing with other members in their match he fi rst part of the winning postcode or postcode area. postcode. Members can subscribe to the lot- In 2010, 84,488 winning tick- tery via the website, by fi lling in ets shared almost £10,000,000 coupons found in direct market- in total, and fi ve Street Prizes a Judie McCourt surprises winners in Wakefi eld. ing, or over the phone by free- month saw even more neighbours 20 winning together. A new feature in 2011 will be a Daily Draw of £1,000. European Postcode Millions In September 2010, the People’s Postcode Lottery joined its sister lottery in the Netherlands to offer players a very special European Postcode Millions prize pot of over £10 million. The World Wide Fund for Nature (WWF) – a charity partner supported by both the Dutch and GB Postcode Lotteries – benefi tted from this special draw. Raising the limits In February 2009, the Depart- ment of Culture, Media and Sports (DCMS) raised the maximum proceeds on society lotteries from £2 million to £4 million. This allows the lottery to offer a larger top prize. A lottery ticket can win up to 10% of the overall draw proceeds, so up to a maximum of £400,000. It also allows for Thurso couple the Jamiesons celebrate scooping over £834,000.

any charity partner of the lottery KW14 7 won £2.1 million, while to receive up to £4 million from the summer in Edinburgh’s EH15 lottery proceeds each year. With 3 postcode was made a whole lot £11 million having been raised for sunnier as the residents shared charities to date, this restriction is £2.2 million. In Autumn, Scarbor- of increasing concern. However, ough received a special European the People’s Postcode Lottery Postcode Millions prize, with will continue to campaign for the winners sharing £1 million, while removal of such barriers to lottery a third Postcode Millions prize was fundraising, which are nonsensi- awarded to Wishaw postcode ML2 cal. Why prevent society lotteries 9 in December. from raising more than a certain amount of much-needed funding Supported by successful market- for good causes in a challenging ing campaigns, these larger prize environment? pots attracted a growing number of players – thus allowing the Postcode Millions People’s Postcode Lottery to give more money to good causes than Postcode Millions are the lot- ever before. Scott Quinnell launches the lottery in Wales with ambassadors from Maggie’s tery’s triannual larger prize pots. and Missing People. In April 2010, Thurso postcode 21 Internet and social media www.postcodelottery.com is an in- creasingly popular avenue for sign- ing up to play and for information on the lottery’s charities and draw results, with a revamp planned for early 2011. Winner’s videos can be seen on the website and on the lottery’s YouTube channel, which also features ﬁ lms with the lottery’s charities. 2012 will see People’s Postcode Lottery launch Personal Pages for players, allowing access to information including winners, ticket details, bonus points and much more. Equally, the lottery’s social media presence has increased greatly over the past year, with over 1,000 Facebook fans, a strong Twitter following and a solid following for the blog at www.blog.postcodelottery.com. The Kit for Kids campaign with the South Wales Echo led 30 schools being awarded £50,000 in total for sports kits, tools and more.

For the launch in Wales, the Mailings lottery sponsored a big outdoor and publicity Cheese Festival in July. The People’s Postcode Lottery continued to develop and implement TV – Postcode successful marketing campaigns in 2010. Increased activity in TV, Challenge radio, press, direct marketing, In Scotland the popular TV quiz outdoor and online media ensured show was back on Friday eve- an increased awareness of the nings at 8 p.m. In the show, host lottery across Scotland, England Angus Purden receives and Wales. A national advertising 4 teams from 4 different postcodes campaign was featured in the Daily competing for the top prize of Mirror and in London-based City £25,000. The winning team also AM. receives £500 to give to a chosen Mailings to current players and charity. prospective players ensure awareness of how the lottery works, and about the prize plans and the charities supported. Weekly emails also update members on draw Direct marketing campaigns in 2010 ensured increased lottery ticket sales results, winners and charity news. across Scotland, England and Wales. 22 Celebrity Ambassadors Britain’s best-loved celebrities are helping to raise the People’s Post- code Lottery’s charity’s profi le. Here’s what they say.

Lorraine Kelly Nick Ross TV personality: Journalist, broad- “The support of play- caster and former ers of the People’s Crimewatch pre- Postcode Lottery for senter: Missing People now “The Postcode Lottery means that more chil- is both fun and a mar- dren can be reunited vellous way to gather with their family, more funds for this crucial vulnerable adults can be found safely global conservation work, and on behalf and that we all have the peace of mind of WWF I’m delighted to endorse it.” of knowing that if it happened to us, we would not be alone.” Denise Welsh and Tim Healy Actors: Kaye Adams “As Patrons Journalist and TV of Children presenter: North East “CHILDREN 1ST has we would been helping Scotland’s like to The TV programme Postcode Challenge has attracted its fair share of young people for thank the celebrities, such as the cast of River City and great sports legends. over 120 years, and players of with the support of The People’s Postcode Lottery for their the People’s Postcode continued support. The money is invalu- Lottery will be able to continue its vital able in supporting the work that the work for many years to come.” charity does with some of the most dis- advantaged children, young people and Mark Beaumont families in the North East of England.” Around-the-world cyclist: Chris Packham “Playing the People’s Presenter: Postcode Lottery is “Northumberland such an easy way to Wildlife Trust does support good causes, fantastic work with including the work of people and wildlife in the Scottish Wildlife the north east. This Trust, for whom I’m proud to be an funding is really mak- ambassador. I’m delighted that People’s ing a difference.” Postcode Lottery players support the Scottish Wildlife Trust, a charity which does so much to help conserve and pro- Sir Trevor McDonald tect Scotland’s special wildlife.” Newsreader and journalist: “Without the contin- Libby McArthur ued generosity of the Soap star and Maggie’s Players of People’s ambassador: Post Code Lottery, “One thing that greatly Missing People simple impressed me about couldn’t deliver its the People’s Postcode essential work for Lottery is that it shows families and missing people of all ages.” that if everyone gives a little, that it can really add up to a grand sum. It just goes to show what can happen when we all pull In September, the lottery gave all Scottish members an admission ticket to the together.” Impressionist Gardens exhibition at the National Gallery in Edinburgh. 23 The draw for the biggest Kanjer prize pot ever of 33 million euros was held on 1 January 2011. The PostcodeKanjer of 25 million euros was won in Amsterdam. The other 8 million euros were divided between the eight other winning postcodes throughout the Netherlands.

24 Dutch Postcode Lottery (Nationale Postcode Loterij)

Mission Organising lotteries to raise funds for charity organisations and increase awareness for their work.

2,513,733 families with 4,373,948 subscriptions by the end of 2010 9,205,767 prize winners 89 charities for ‘people’ and ‘planet’ worldwide 1990-2010: 3.25 billion euros for charities 25 Dutch Postcode Lottery in fi gures

Statement of revenue and expenditure

Actual 2010 Actual 2009 € % € % Income Lottery income 540,606,385 100.0% 513,243,227 100.0% Other income 30,459,505 5.6% 19,019,844 3.7% Total income 571,065,890 105.6% 532,263,071 103.7%

Distribution to benefi ciaries (= remittance) 270,882,018 50.1% 257,381,727 50.1%

Prizes and gifts for members Prizes 193,034,449 35.7% 153,762,763 30.0% Gifts 42,236,250 7.8% 45,356,250 8.8% 235,270,699 43.5% 199,119,013 38.8% (Sponsored prizes) -33,837,824 -6.3% -15,356,250 -3.0% 201,432,875 37.2% 183,762,763 35.8%

Expenses • Personnel expenses 15,076,981 2.8% 13,227,289 2.6% • Depreciation tangible and intangible fi xed assets 3,048,045 0.6% 2,945,558 0.6% • Organisation costs 25,174,875 4.7% 24,532,568 4.8% • Marketing costs 53,331,472 9.9% 50,734,792 9.9% Total expenses 96,631,373 18.0% 91,440,207 17.9%

Result before fi nancial income and expense 2,119,624 0.3% -321,626 -0.1% Financial income and expense -641,152 -0.1% 546,004 0.1%

Result before corporation tax 1,478,472 0.2% 224,378 0.0%

Corporation tax 398,692 0.1% 67,423 0.0%

Result after corporation tax 1,079,780 0.1% 156,955 0.0%

26 Money for charities

The Dutch Postcode Lottery the environment and social cohe- ciaries have a contract that gives they are used within their mission. was founded more than sion in the Netherlands. them a (percentage) share of the The benefi ciary organisations can twenty years ago to gener- The Supervisory Board of Holding contribution from the twelve regu- determine their own priorities, and ate a continuous fl ow of Nationale Goede Doelen Loterijen lar draws. they provide a fi nancial account to N.V., which is the umbrella com- Five-year contracts are agreed the lottery each year. funds for charity organisa- pany of the three charity lotteries with most of the benefi ciaries that tions dedicated to ‘people’ in the Netherlands, the Dutch joined after 1994. During the fi fth and ‘planet’. These chari- Postcode Lottery, the FriendsLot- year, the benefi ciary and the lot- Extra draw ties can be found world- tery (VriendenLoterij) and the tery evaluate the relationship on Since 1999, the Dutch Postcode wide. The lottery plays a BankGiro Lottery, decides on the the basis of the results achieved Lottery has held an annual extra pioneering role in the quest allocation of funds and admits by the organisation in the areas of draw. In 2009, the lottery was new charitable organisations to the ‘people’ and ‘planet’. One of the granted permission to organise for a fair and enterpris- group of benefi ciaries. The number criteria is that the organisation a second extra draw, bringing ing, green and responsible of requests that can be honoured receives a substantial proportion of the total to 14 draws a year. The world. is directly related to the growth of its income from sources other than Supervisory Board decides how the the revenue of the Dutch Postcode the lottery. contribution is to be distributed, Lottery. with the benefi ciaries submitting The license of the Dutch Postcode project proposals for this every Lottery stipulates that at least Freely disposable year. In 2010, the lottery used 50 percent of the lottery’s stakes Long-term support The Dutch Postcode Lottery’s 25.8 million euros of the proceeds should be effectively donated to The Nationale Postcode Loterij contributions to the benefi ciaries to support 12 extra projects. charity. Since its foundation, the N.V. has contractual relationships are freely disposable at the ben- lottery’s stakes have grown every with its benefi ciaries. The benefi - efi ciaries’ discretion – as long as year. In 2010, they amounted to a record sum of over 540 million euros, representing a total contribution of more than 270 million euros to the charities. This gave the lottery room for eight new benefi - ciaries, bringing the total number of charitable organisations supported to 89, six of which received a one-off contribution. The lottery has a licence for 12 regular draws a year, the proceeds of which are divided among the benefi ciaries according to contracts. There are also two extra draws a year for extra projects submitted by long- term benefi ciaries (see page 34). Institutional support The Dutch Postcode Lottery provides long-term institutional support to organisations working in the areas of poverty alleviation, During the Goed Geld Gala, presenter Pernille La Lau shows off the cheque with the Dutch Postcode Lottery’s contri- human rights, nature conservation, bution to the charities in 2010. 27 Benefi ciaries for stop and prevent these. ple in confl ict areas such as Sudan In fi fty years, AMREF Flying and Eastern Congo. ‘people’ Doctors has grown to become the BiD Network wants to contribute Afl atoun is active in more than 30 largest healthcare organisation to sustainable economic growth by countries, where it teaches chil- in Africa, mainly through educa- identifying and assisting innova- dren how to handle money. tion, information and training to tive businesses with growth poten- Amnesty International carries out prevent disease. tial in developing countries. investigations into serious viola- Médecins sans Frontières provides As well as supporting the Clinton tions of human rights and acts to emergency medical aid, for exam- Foundation in the fi ght against

Almost 600,000 children in 31 countries have learned how to handle money through Aﬂ atoun’s educa- tional programme.

HIV/AIDS, the lottery supports the expansion of the Clinton Climate Initiative, which aims to reduce the emission of greenhouse gases in the major cities of the world. Club de Madrid helps government authorities, institutes and individ- uals in the often diffi cult democratisation process. CoMensha is the national coordi- nation centre for victims of people traffi cking. Cordaid Memisa supports health projects in developing countries by making expertise and resources available to local organisations. Cordaid People in Need operates worldwide to help victims of disasters and war with water supplies, food distribution and agricultural materials. Half of all new HIV infections oc- cur in people under the age of 25. dance4life seeks to involve young people in the struggle against HIV and AIDS. Defence for Children-ECPAT operates worldwide to fi ght sexual exploitation of children. The Dutch branch of Médecins du Monde works to secure access to healthcare institutions for the most vulnerable groups in society. The European Partnership for De- mocracy is a partnership of fi fteen ‘Tibet in Song’ by Ngawang Choephel was one of the winners during the Amnesty International’s fi lm festival Movies European foundations that work that Matter. to stimulate democratisation proc- 28 esses throughout the world. Fairfood International combats hunger and poverty by making the food industry more sustainable. Fair Trade Original was incorpo- rated in 1959 and is the founder of development trade, an initiative that has since been adopted all over the world. Free Voice has already put news for young people on television in seven developing countries: South Africa, Afghanistan, Zambia, Suri- name, Peru, Indonesia and Burma. Hivos works towards a free, fair and sustainable world together with eight hundred partner organisations in over thirty countries in Asia, Africa and Latin America. Humanitas helps people who struggle to get by on their own, and organises activities such as children’s holiday weeks, peer support groups and buddy projects throughout the Netherlands. Human Rights Watch defends human rights all over the world by Thanks to an extra project contribution from the lottery, a new SOS Children’s Village for 120 children was opened in investigating and drawing atten- Kumasi, Ghana. tion to human rights violations. ICCO’s mission is to give people socially and economically deprived carries on the work of the Nelson women and men are free to make in developing countries access to communities in the Netherlands. Mandela Children’s Fund to pro- choices and develop their talents. basic services such as education The goal of the Johan Cruyff vide fair, equal opportunities to the The Netherlands Red Cross has and health care. Foundation is to encourage as millions of children living below been helping victims of disasters IMC Weekendschool provides sup- many children as possible to exer- the poverty line in South Africa. all over the world for 140 years, plementary education to motivated cise and take part in sports. The National Association of Fair regardless of their religion or children aged ten to fourteen from The Children’s Fund MAMAS Trade Shops works on behalf of origin. Fair Trade Shops in the Nether- Oranje Fonds promotes social lands to bring the whole fair trade cohesion by supporting projects in chain to a higher level. the Kingdom of the Netherlands The Leprosy Foundation can that try to involve people in their identify, test and help cure leprosy neighbourhoods and with their patients. It has been doing this neighbours. successfully in Africa, Asia and Oxfam Novib supports people all Latin America for forty years. over the world who are fi ghting for The Liliane Foundation provides their rights and a decent existence, direct, small-scale and personal by supporting local organisations aid to children and young people and running campaigns for a fair with disabilities in developing world without poverty. countries. Plan Nederland is a member of During Fair Trade Week, the Max Havelaar Foundation, Fair Trade Original Mama Cash is committed to a non- Plan International, a child-focused and the National Association of Fair Trade Shops promote the sale of fair violent and just world in which development organisation, which trade products. 29 abandoned children in more than ies and fi nding work. 500 villages in 132 countries. STOP AIDS NOW! is dedicated to Neighbourhood Link aims to pro- the worldwide fi ght against AIDS. mote social cohesion in the Neth- It provides care and medication, erlands via the Internet. Residents gives AIDS orphans a future and can read about and report what is uses education and information to going on in their neighbourhoods. help prevent the spread of AIDS. Stichting de Vrolijkheid arranges Children’s aid organisation Terre activities for the 6,000 children des Hommes focuses on the needs in asylum seekers’ centres, where of children worldwide. hardly any play facilities are avail- The Elders, former heads of state able. and dignitaries, support victims of The Max Havelaar Foundation forgotten confl icts. is dedicated to changing existing UNHCR provides protection and trade practices in support of pro- aid to refugees and displaced per- ducers in developing countries. sons in nearly 120 countries. The Refugee Foundation works UNICEF champions the rights to provide shelter and support to of children. Its projects include a refugees and displaced persons in campaign to reduce fears among Africa, Asia, Latin America and children in areas of confl ict. Eastern Europe. The University for Peace works in The Refugee Students Foundation cooperation with the United Na- UAF helps well-educated refugees tions to train peace negotiators to in the Netherlands with their stud- play a role in resolving confl icts.

The 25th Resto VanHarte was opened in Amersfoort by Princess Máxima and Managing Director Fred Beekers. aims to permanently improve the sexual abuse, unwanted pregnancy living conditions of underprivi- and AIDS. RutgersWPF is a merger leged children and their families. of WPF/MYBODY and the Rutgers The Prince Claus Fund stimulates Nisso Groep. and supports cultural activities in Save the Children works through- Africa, Asia, Latin America and the out the world to protect children’s Caribbean. rights, such as the right to educa- The Rafa Nadal Foundation funds tion. sports facilities and education for Simavi has been working on the underprivileged children. health of the poorest of the poor Resto VanHarte wants to break for over eighty years. Its spear- down social isolation and improve heads are clean drinking water, liveability in Dutch neighbour- sanitary facilities and care for hoods by bringing people from mother and child. various cultural backgrounds Skanfonds funds projects in the together in accessible restaurants. ﬁ elds of care, welfare, social par- Right To Play is at the forefront of ticipation, quest for meaning and applying sports in development spirituality in the Netherlands. cooperation. Solidaridad considers fair and Thanks to RutgersWPF, local or- sustainable trade to be the best ganisations in developing coun- strategy for ﬁ ghting poverty. tries have more and more opportu- SOS Children’s Villages provides Hasmik Zakarjan of Stichting de Vrolijkheid studies Art and Business and nities to arm young people against shelter to over 75,000 orphans and teaches a workshop to children in an asylum seekers centre. 30 The Refugee Foundation awarded the Van Heuven Goedhart medal to Dr. Mukwege, the Congolese gynaecologist who treats many victims of sexual assault.

UTZ Certifi ed improves the posi- provides food to undernourished Benefi ciaries for The Nature and Environmental tion of farmers in the global mar- children through their schools. ‘planet’ Federations form a network of ket through professionalisation. World Press Photo provides train- over a thousand organisations that The Dutch Council for Refugees ing to press photographers in African Parks Network works with try to improve the living environ- promotes the rights of refugees countries in which the political African government governments ment in the Netherlands. and helps them to build new lives situation does not encourage the to preserve national parks for the The12Landscapes together manage in the Netherlands. development of press photography. future. more than seven hundred nature War Child uses dance, music, edu- ARK strives for nature develop- reserves in the provinces of the cation and sports to help reinte- ment in extensive, robust nature Netherlands. grate former child soldiers back reserves where people are free to The Society for the Prevention of into society. wander at will. Cruelty to Animals rescues animals Wilde Ganzen supports private The Carbon War Room brings in distress, acts against animal initiatives with funding and super- together infl uential people, busi- cruelty and neglect, and provides vision. nesses and institutions to imple- information on animal-friendly The World Food Programme is ment existing ideas about limiting consumption. run by the United Nations and climate change. 31 years in places where the environment is at risk. The IUCN National Committee of the Netherlands works to preserve biodiversity worldwide, for example by supporting regional nature organisations. The IVN Association for Environ- mental Education is devoted to making people in the Netherlands aware of nature and sustainability. Zuid-Kennemerland National Park is building an ecoduct, which will create an 8,000-hectare nature reserve. Hoge Veluwe National Park aims to preserve the park’s unique cultural landscape for the future. Landschapsbeheer Nederland seeks to preserve, manage and develop an ecologically sound and beautiful cultural landscape that retains its local character. Friends of the Earth Netherlands campaigns and works together with the government and businesses to address environmental problems in the Netherlands and ARK seeks to create robust nature reserves in which natural processes are allowed to run their course. abroad.

The Dutch Caribbean Nature Alli- ance works to preserve the natural heritage of the six Dutch Carib- bean islands, which have a great biological value. The Dutch Coastal & Marine Union protects shipwrecks on the North Sea fl oor, which play an important role in maintaining fi sh stocks. The European Climate Founda- tion wants to achieve a CO2-free, renewable energy supply by the year 2050. The Gooi Nature Reserve creates a continuous natural habitat for wildlife by purchasing land in the The sea turtle is one of the many central Netherlands. species protected by the Dutch Car- Greenpeace has been using non- The Association for Nature Preservation is restoring the Eerde Estate in Om- ibbean Nature Alliance. violent direct action for over 35 men thanks to an extra contribution from the Dutch Postcode Lottery. 32 The Nature & Environment looks for innovative sustainable solutions to nature and environmental problems. The Association for Nature Preser- vation safeguards the natural environment, landscape and cultural history by purchasing, managing and protecting land in the Nether- lands. The Peace Parks Foundation has already created twelve clusters of parks in transfrontier conservation areas in southern Africa. The Postcode Lottery Green Chal- lenge rewards the most innovative idea to reduce CO2 emissions, which can be put on the market within two years. The Rocky Mountain Institute in the United States is a thinktank for scientifi c solutions to climate problems. Sea Shepherd uses direct action, research and education to protect sea life. Neglected and abused animals – particularly monkeys, apes and small exotic mammals – are given Thanks to a new ‘ecoduct’ wildlife crossing to be built in Zuid-Kennemerland National Park, a number of species will a safe place to live at the AAP have a greater chance of survival. Foundation. The Climate Group’s mission is to achieve a global economy with low DOEN Foundation CO2 emissions. The Dutch Cultural Landscape The DOEN Foundation works for Foundation wants to keep the a liveable world in which every- Netherlands’ centuries-old agricul- one can take part. Founded by the tural history permanently visible. Dutch Postcode Lottery, DOEN BirdLife International in the Neth- supports initiatives that do not erlands is dedicated to helping all (yet) qualify for a direct relation- wild birds and their habitats in the ship with the lottery. DOEN helps Netherlands. good and innovative initiatives Thanks to the efforts of the Wad- through subsidies if necessary, and den Sea Society, there have been through loans and investment if visible improvements in this possible. Within the area of social unique area of natural beauty in cohesion, DOEN focuses on initia- the Netherlands. tives in the Netherlands. Within The World Wide Fund for Nature the sustainable development fi eld is dedicated to helping preserve of operation, DOEN also supports DOEN Foundation supports Mokum Maritiem, which provides goods trans- ecological areas and vulnerable projects in a large number of other port on Amsterdam’s canals with a hybrid boat that runs on electricity in the animal species worldwide. countries. city and does not emit any CO2.

33 birds spend the winter each year. With the contribution of 2.1 mil- Dream Fund lion euros, BiD Network wants to In 2009, the Lottery introduced develop a new online platform to the Dream Fund, with which it scale up its activities by a factor of wants to enable at least one benefi - ten. ciary each year to fulfi l a ‘precious’ SOS Children’s Villages received dream. 1.6 million euros to implement the successful and affordable see The DOEN Foundation and The & treat method for early detection Nature and Environmental Federa- of cervical cancer in developing tions received 13.5 million euros countries. for their dream: the fi rst power With the contribution of company to generate green energy 1.6 million euros, Simavi is help- and save energy together with its ing to improve hygiene in Kenya customers. The power company, by introducing the Peepoo biode- with the working title ‘We Gener- gradable toilet bag. ate’, will ensure that the energy Fairfood International received used in the home is 100 percent 1.1 million euros to help pineapple renewable and locally generated. growers on the Philippine island The company will also boost of Mindanao to implement more initiatives in the area of renewable sustainable production methods. energy generation. ARK and the World Wide Fund for Nature received 3.1 million The dream of STOP AIDS NOW! euros to develop extensive nature is to eradicate AIDS altogether. reserves in Europe that enable Research has shown that people wildlife tourism. who are given antiviral drugs have Plan Nederland received 4.6 mil- a more than 90 percent lower lion euros to develop the Miss- chance of transmitting the virus Children in Kenya present the Peepoo. ing Child Alert in developing compared to those who are not countries. This is a free telephone treated. STOP AIDS NOW! number to report missing children received 8.8 million euros for the and RutgersWPF with 1.3 million Extra projects or child traffi cking. large-scale introduction in Swazi- euros to teach young people in The Refugee Foundation and land of antiviral drugs as a preven- Special initiatives undertaken by Indonesia, Thailand, India, Nepal Cordaid People in Need received tion method. This approach benefi ciaries of the Dutch Post- and Pakistan about HIV and AIDS. 2.3 million euros to provide assist- requires a huge investment, code Lottery qualify for extra The Association for Nature Preser- ance to victims of sexual violence because the costs associated with fi nancial support. The money for vation received 2.1 million euros in East Congo. testing and treatment are high. this comes from the proceeds of to create a nature reserve that the two annual extra draws. In changes with the seasons, with 2010, a generous amount of room for the river in wet winters 25.8 million euros went to the fol- and a place for the public to cool lowing twelve extra projects. down in hot summers. Oxfam Novib received 1.6 million euros to bring about structural Twelve projects improvements in the lives of the The Netherlands Red Cross re- people affected by natural disasters ceived 1.3 million euros to provide in the Ayeyarwady Delta. safe drinking water to the people BirdLife International received living in the slums of the Mongo- 2.9 million euros to expand nature lian capital Ulaanbaatar. restoration projects in the Sahel The Association for Nature Preservation is creating in the Velperwaarden a The lottery supported dance4life region, where 5 billion European nature reserve that changes with the seasons. 34 Postcode Lottery Green Challenge 2010

An offi ce, paid staff, pre-production prototypes and an initial production run. That’s where the 500,000 euro Postcode Lottery Green Challenge Award 2010 is taking Scot Frank’s SolSource project. And ultimately, it is going to reduce carbon emissions and improve the quality of life for people in Western China and beyond.

The SolSource is a small, foldable son of Queen Beatrix of the Neth- umbrella mirror, which focuses erlands. sunlight to be used for cooking The week-long fi nal round of the and the generation of electricity. Postcode Lottery Green Challenge The brilliantly simple construction Award, during the Amsterdam was developed by Scot Frank and PICNIC festival for cultural and his high-tech helpers, in conjunc- technological innovation, brought The SolSource. tion with Himalayan locals. The the fi ve remaining contestants SolSource is a cheap replacement more than a chance for money. The Former winners of for the indoor wood fi res current- publicity surrounding the price led ly used for cooking. Scot Frank is to a wave of enquiries from pro- the Postcode Lottery the CEO of One Earth Design, an ducers and distributors interested Green Challenge NGO with for-profi t subsidiaries to in marketing the SolSource in produce the SolSource and other other countries. 2007 technological solutions for basic Runner-up Jason Aramburu had Igor Kluin (Netherlands) with human needs. the same experience after he was the Qurrent network for local awarded 200,000 euros for his Charcoal produced by the Re:Char. alternative energy sources. Re:Char project. The Re:Char is a More than money mobile reactor to turn bio-waste SolSource it has the potential to 2008 Scot Frank was awarded the into charcoal. The charcoal not conquer the world. Eben Bayer (USA) with Green- Postcode Lottery Green Challenge only stores impressive quantities SolSource and Re:Char were select- sulate insulation made using Award in the fi nal round of the of carbon dioxide, it also acts as a ed from the entries for the 2010 fi lamentous fungi (mushroom fourth international contest for powerful growth accelerator when Postcode Lottery Green Challenge. roots) green ideas by the jury, chaired by buried under the top soil of a fi eld. Since 2007, the juries have judged Runner-up: Capra J’neva (USA) Prince Friso of Orange, a green The Re:Char will be marketed in a total of 1137 innovative ideas to with Solar Veranda solar panels investment specialist and second Kenya to begin with, but like the counter climate change. 2009 Dean Gregory (UK) with the Ridgeblade wind generator for micro-level energy production Runners-up: Hjalmar van Raem- donck (Belgium) with the Side- Wing fuel-saving screen Robert Matthams (UK) with Shiply.com, an online market- Chairman of the jury, Prince Friso of place for transport The fi ve fi nalists of the Postcode Lottery Green Challenge 2010. From left the Netherlands presents winner Scot to right: Scot Frank, Jason Aramburu, Gunawan Kusuma, Teun Wagenaar, Frank with the cheque for 500,000 Arian Khamooshian. euros. 35 Getting Members

By the end of 2010, the Dutch Postcode Lottery had 2,513,733 members with a total of 4,373,948 lottery tickets. Turnover increased by more than 5 percent from 2009 to a record 541 million euros.

People play the lottery with a lot- that the right person receives the tery ticket number based on their right offer at the right time and in postcode. So the people who win the right way. Targeted recruitment the Postcode Street Prize or the also means fewer mailings and, ul- ‘PostcodeKanjer’ are usually neigh- timately, lower recruitment costs. bours. This is what makes playing The package of prizes is evaluated the Postcode Lottery so unique; all regularly to ensure that it contin- the members in a street or neigh- ues to meet the members’ wishes. bourhood win together. By playing the Dutch Postcode Creating a bond is important, to Lottery, members actively contrib- ensure that members want to keep ute to a better world. playing. The lottery is also actively developing in this area. Social In the spring, both the fi nalist and the home viewer won 1 million euros in Recruiting & media in particular provide numer- Hunt for Millions. ous opportunities to communicate Retaining Members with members. This also gives the ally strengthen the bond with the the huge grand prize of 5 million The Postcode Lottery actively lottery new knowledge about the members, and the lottery hopes euros will be won that night. Linda seeks ways of recruiting new members’ wishes and expectations, that this will also increase the de Mol presents this spectacular members and retaining existing which the lottery then tries to re- involvement with the charities. game show, which is all about the members. The aim is to recruit in spond to as effectively as possible. ‘Gouden Koffer Finale’ (Golden the most targeted way possible, so These developments gradu- Television Suitcase Final) with the highly coveted grand prize. Television continues to be an A series of fi ve shows is broadcast invaluable medium for the Dutch in the spring and the autumn, Postcode Lottery. As well as the with a home viewer with the same awarding of prizes, the television suitcase number as the fi nalist programmes always feature one or winning the same prize. The fi ve- more of the lottery’s charities. This show series in the autumn is being is done by means of a short fi lm or given a different structure. In order a question relating to the charity. to emphasise the postcode element To promote the recognisability of and winning together, the stands the lottery, the major prizes are in the studio will be divided into presented by lottery ambassadors. postcode areas. Members can win a place in the studio with their post- Postcode Lottery code. The people in one of the ten stands will share an amount equal Hunt for Millions to that won by the fi nalist. A home In each episode of ‘Postcode viewer will also win this prize. Loterij Miljoenenjacht’ (Postcode Lottery Hunt for Millions) on Linda de Mol presents the show I Love Holland. RTL 4, viewers wonder whether

36 treats, champagne and, of course, Heroes of Gold a look back at 2010. The Post- ‘Kanjers van Goud’ (Heroes of codeKanjer is drawn live during Gold), broadcast immediately after the broadcast. Hunt for Millions, focuses entirely on the lottery’s charities. In this programme a lottery ambassador Postcode Lottery visits a fi eld worker of one of the One Against 100 charities, usually abroad. One of After ten years, ‘Postcode Loterij the fi eld worker’s loved ones joins Eén tegen 100’ (Postcode Lottery the ambassador on the trip. The One Against 100) hosted by Caro- fi eld worker receives 20,000 euros line Tensen on Nederland 1 is still for his project, and receives the extremely popular. One candidate ‘Gouden Wimpel’ (Golden Ribbon) answers knowledge questions on pin. all kinds of subjects. He can win a substantial amount of money by Presenters Quinty Trustfull and Loretta Schrijver (left) of ‘Koffi etijd’ (Coffee I Love Holland beating all hundred opponents. Time) with their guests, colleagues from benefi ciary Free Voice. Linda de Mol presents a special, A permanent item in the show is extra-long episode of the family the live draw of the ‘Straatprijs’ ties supported by the lottery. Mailings show ‘Ik Hou van Holland’ (I Love (Street Prize) by Gaston. During On 5 September, the European Holland) on New Year’s Eve. The One Against 100, there is always ‘PostcodeKanjer’ was awarded dur- and publicity programme features fi reworks, attention for the work of the chari- ing the show, which drew no less In 2010, there were major re- traditional Dutch New Year’s Eve than 3 million viewers. cruitment campaigns for the two ‘Kanjers’: the 20 million euro ‘PostcodeKanjer’ in April and the Coffee Time 33 million euro ‘KanjerPrijzenpot’ Following a nine-year break, the (‘Kanjer’ Prize Pot) at the end of informative morning chat show December. There are two parts ‘Koffi etijd’ (Coffee Time) returned to the ‘Kanjer’ prizes: a Postcode to RTL 4 on 5 April 2010, and is Prize and a Neighbourhood Prize. broadcast weekdays from 10:00 Linda de Mol was the face of the to 11:00 a.m. Loretta Schrijver 20 million euro ‘PostcodeKanjer’ and Quinty Trustfull present the campaign in April. The campaign shows, and are sometimes joined with the theme ‘Ik Hou van Hol- by Pernille la Lau. The lottery uses land’ (I Love Holland) started with the show to provide a platform for a thank-you letter from Linda to its charities. the members. Linda de Mol drew the ‘PostcodeKanjer’ live on air What Do during the Queen’s Day broadcast of I Love Holland on RTL 4. the Dutch Think? In August, the lottery introduced JackJ Spijkerman presents ‘Wat the 12.3 million euro European vindt Nederland?’ (What Do the ‘PostcodeKanjer’, which is pre- Dutch Think?) on Saturday eve- sented together with the People’s nings in the spring and autumn Postcode Lottery in Great Britain on RTL 4. In this show he tests – where it is introduced as the the opinions of Dutch celebrities European Postcode Millions prize and non-celebrities. A charity of pot. the lottery is featured each week. Quinty Trustfull and Winston Ger- The lottery used mailings The fi rst broadcast in the autumn schtanowitz drew the 33 million to announce the 33 million euro ‘KanjerPrijzenpot’. attracted 1.4 million viewers. euro ‘KanjerPrijzenpot’ (‘Kanjer’ 37 biggest ‘Kanjerprijzenpot’ ever was on 1 January 2011. The 25 million euro ‘PostcodeKanjer’ was won in Amsterdam. The remaining 8 million euros were divided between the eight winning postcodes throughout the Netherlands. Other prizes In addition to cash prizes, the lottery awards numerous other prizes such as cars, fl at-screen TVs, travel vouchers, laptops, iPods, Postcode Lottery Bikes, hotel packages and tickets to amusement parks. Mem- bers can also win special tickets to

Quinty Trustfull is the face of the campaign for the 33 million euro ‘KanjerPrijzenpot’. prize pot) live on air during the lands. The ﬁ rst European ‘Post- Members there won the grand TV programme ‘De Postcode codeKanjer’, organised with the prize of 11.1 million euros. The Nieuwjaarsshow’ (The Postcode People’s Postcode Lottery (‘Euro- 1.2 million euro second prize was New Year’s Show). During the pean Postcode Millions’), was also won in the English seaside resort The Postcode Lottery Bike of which campaign, the ‘Kanjer truck’ trav- won in the east of the Netherlands, of Scarborough. thousands were awarded once again elled around the country advertis- in the village of Vroomshoop. The 33 million euro draw of the in 2010. ing this ‘Kanjer’. Prizes In 2010, the Dutch Postcode Lot- tery gave away over 200 million euros in prizes. In addition to the major prizes below, members also have a chance of winning the ‘dagprijs’ (daily prize) of 1,000 per lottery ticket every day. An average of 580,000 prizes are drawn each month, which resulted in over 7 million in prizes in 2010! The ‘PostcodeStraatprijs’ (Street Prize) of 12,500 euros per ticket is drawn each week. With the ‘Straat- prijsVerdubbelaar’ (Street Prize Doubler) this prize is increased to 25,000 euros. The 20 million euro ‘PostcodeKan- jer’ of April 2010 was won in The ‘PostcodeKanjer’ was won in Enschede in April 2010. The members in the winning neighbourhood shared Enschede in the east of the Nether- 20 million euros and celebrated.

38 concerts, musicals and exclusive events. In December, 7,500 wildly enthusiastic winners were treated to the concert of famous Dutch singer Jan Smit at the Ahoy theatre in Rotterdam. The lottery was one of the main sponsors of SAIL 2010 in Am- sterdam in August, where eight hundred lottery winners set sail on the historic ship the Sjtandart. In addition, 3,000 winners enjoyed a VIP package at an exclusive concert featuring top Dutch artists. Hundreds of winners enjoyed musicals like Mary Poppins and We Will Rock You. The lottery’s smaller prizes also remain popular, such as the Postcode Lottery Ice Cream Prize: sustainably produced fair trade ice cream from Ben & Jerry’s. Internet and new media Enthusiastic winners at the Jan Smit concert. The Dutch Postcode Lottery’s Members can sign up for a text porting charities at the same time. teries. The players determine how website is an important medium messaging service, so that they The site was developed by the this amount is divided by choosing in the lottery’s communication receive a text message after each three lotteries to allow members which charity receives their points. with members and other interested draw, informing them that the and non-members alike to play Participants also receive some ﬁ - people. The role of the new social results are online. There is also an their favourite games, while gen- nancial incentives from the lottery media, such as Twitter, games and app for viewing the draw results erating publicity for the work of through the site. They can receive text messaging continues to grow. on the iPhone. the charities at the same time. An big discounts on products and also The lottery has its own Social GoodGames.nl is a games site amount of 50,000 euros is divided have a chance to win extra prizes Media Taskforce, which twitters where visitors can win great prizes between three internationally like a set of suitcases or a mini lap- the daily postcodes and news. by playing free games, while sup- operating beneﬁ ciaries of the lot- top through their personal pages. Ambassadors Ambassadors who represent the lottery play an important role in gaining and retaining the trust of the members.

Caroline Tensen Gaston Starreveld Winston Gerschtanowitz Martijn Krabbé TV presenter: TV presenter: Actor/TV TV presenter: “The Dutch “The Dutch presenter: “The Dutch Postcode Lottery Postcode Lottery “The Dutch Postcode Lottery is brilliant Lot- makes you feel Postcode Lot- sets one record tery for people good, because tery makes the after another: near and far.” you’re never the difference to the more money only winner.” prizewinner and for prizes and the charities.” for the charities each year!” 39 In April 2010, the Swedish Postcode Lottery’s Jackpot, called GrannYra, was shared by many winners in Nättraby on the southeast coast of Sweden.

40 Swedish Postcode Lottery (Svenska PostkodLotteriet)

Mission Organising lotteries to raise funds for charity organisations and to increase awareness for their work.

1,010,520 families with 1,659,445 subscriptions by end 2010 962,480 prize winners 35 charities for people and planet worldwide 2005-2010: 193.1 million euros for Swedish and international charities

41 Swedish Postcode Lottery in fi gures Statement of revenue and expenditure

Actual 2010 Actual 2009 € % € % Income Lottery Income 277,298,826 100.0% 196,360,832 100.0% Other Income 577,318 0.2% 707,070 0.4% Total Income 277,876,145 100.2% 197,067,902 100.4%

Distribution to benefi ciaries (= remittance) 80,692,282 29.1% 44,174,105 22.5%

Distribution to participants 110,921,687 40.0% 79,413,106 40.0%

Expenses • Personnel Expenses 7,889,634 3.0% 5,744,694 3.0% • Depreciation 7,808,521 3.0% 13,273,008 7.0% • Organisation costs 24,485,107 9.0% 21,669,664 11.0% • Marketing/sales/tv and customer relations 46,143,541 17.0% 32,843,056 17.0%

Total expenses 86,326,803 31.0% 73,530,421 37.0%

Result before fi nancial income and expense -64,628 -0.0% -49,730 -0.0% Financial income and expense 64,628 0.0% 49,730 0.0%

Result before corporation tax 0 0.0% 0 0.0%

Corporation tax 0 0.0% 0 0.0%

Result after corporation tax 0 0.0% 0 0.0%

42 Money for charities

The Swedish Postcode Lot- tery continued to grow in 2010, raising 771 million Swedish kronor for charities, 301 million Swedish kronor more than in 2009. This growth enabled the lottery to add 8 new benefi - ciaries in 2010.

The amount of money given to charities by the Swedish Postcode Lottery depends on the number of lottery tickets sold. The lottery’s profi ts go to charity. From 2005 to 2010, the lottery distributed more than 1.8 billion Swedish kronor to its benefi ciaries. 35 Benefi ciaries By the end of 2010, the lottery had 35 benefi ciaries, which receive In October, Rickard Sjöberg announced that over 732 million Swedish kronor would be shared between 35 charities. money directly from the lottery. The lottery supports an even larger number of organisations through as it is within the lottery’s fi eld of Amnesty Children’s Rights the Swedish Postcode Foundation activity. This allows them to invest and the Culture Foundation of money in the areas where it is International in Society the Swedish Postcode Lottery. The needed the most. The benefi ciar- Amnesty International is a world- Children’s Rights in Society (BRIS) Swedish Postcode Lottery provides ies report their expenditure to the wide movement of people who supports children in distress and long-term institutional support lottery each year. campaign for internationally serves as a link between chil- to organisations working to help recognised human rights to be dren, adults and the community. vulnerable children and adults, Alzheimer respected and protected. Its mis- With support services such as the animals and nature, and promote sion is to conduct research and Children’s Helpline, BRIS-mail and health research in key areas. Foundation generate action to prevent and end BRIS-chat, children and young The lottery believes that the The Alzheimer Foundation pro- grave abuses of human rights and people up to 18 years of age can benefi ciaries are the experts in vides fi nancial support for research to demand justice for those whose talk to adults about their problems terms of deciding how to spend on Alzheimer’s disease and other rights have been violated. safely, anonymously and free of the fi nancial support they receive. forms of dementia. The Alzheimer charge. BRIS wants to strengthen Therefore the contributions to the Foundation aims to prevent and the rights of children and young benefi ciaries are freely disposable fi ght dementia and to offer patients people and improve their living at the benefi ciaries’ discretion for a long and good life through effec- conditions. every area of their work, as long tive treatment and optimal care. 43 peregrine falcons, white-backed Eriks Development woodpeckers, European wildcats Partner and many other species for reintro- Eriks Development Partner duction. changes the world by bringing children’s dreams to life, in Sweden Friends and in developing countries. The Friends is a non-profi t organisa- organisation provides families tion dedicated to the prevention of with the tools and knowledge they bullying. It educates and supports need to develop and improve their schools and sports clubs through- quality of life. The Speeds School out Sweden so that young children project in Mali, Africa, provides and adolescents can grow up in a intensive training to children who safe and secure society where all have dropped out of school so that are treated equally. Friends uses they can continue in fourth grade a long-term approach to increase in public school. the knowledge and involvement of adults and children through edu- Foundation cation, guidance and the formation Nordens Ark of public opinion. The Foundation Nordens Ark contributes to the conservation of Friluftsfrämjandet endangered species through breed- Friluftsfrämjandet is a non-profi t ing and fostering, reintroduction, member-based organisation that research and education. Nordens develops and runs outdoor activi- Ark, located on the west coast of ties for all ages. It gives children Sweden, is open to the public and and young people the opportunity serves as a breeding station for to discover, experience, play and

After eight months of Speed School training, this girl can go back to the public school, thanks to Eriks Development Partner. Diakonia ECPAT Sweden Diakonia’s vision is that all people ECPAT Sweden is working for the should live their lives in dignity elimination of child sex trade, i.e. and have the opportunity to exer- child pornography, child sex tour- cise their civil and political rights, ism and traffi cking of children for including a secure livelihood, a sexual purposes. ECPAT Sweden’s peaceful living environment and goal is to stop the customers the knowledge to infl uence their because the child sex trade would situation. Diakonia supports more not exist without the demand. One than 400 partner organisations in example is ECPAT’s collaboration about 30 countries that work on with the National Criminal Police democratisation, human rights, and the fi nance sector to stop gender equality, economic and transactions to commercial child With the support of the Postcode Lottery, Friends has been able to work with social justice and peace and recon- pornography sites. more schools and sports clubs throughout Sweden. ciliation.

44 learn within the natural environ- and jobs. This is done through a ment. Friluftsfrämjandet knows self-help method based on educa- that healthier and happier children tion and entrepreneurial training with knowledge of the environ- in combination with microfi - ment will contribute to sustainable nance. Sustainability is secured development in society and the by integrating programmes within world. child labour elimination, health, democracy and the environment. Greenpeace This successful model developed in India is now being expanded Greenpeace is a global campaign- into other countries. ing organisation that acts to change attitudes and behaviour, to protect and conserve the environ- Kvinna till Kvinna ment and to promote peace. In Foundation 2010, the contribution from the The Kvinna till Kvinna Founda- Postcode Lottery was used towards tion supports women in times of helping to protect the world’s war and confl ict, with the aim of ancient forests in the Amazon and increasing women’s power and Indonesia, funding the construc- infl uence. Kvinna till Kvinna has tion of a new campaign vessel 115 partner organisations in the – the Rainbow Warrior III – and Western Balkans, the Middle East, supporting environmental work in the Southern Caucasus, Congo- China. Kinshasa and Liberia. They work to combat domestic violence and Hand in Hand to promote women’s health, and Hand in Hand aims to eliminate their many tasks include the provi- poverty by creating enterprises sion of legal aid.

With the lottery’s support, Nordens Ark has been able to expand the number of fi eld conservation projects to include the snow leopard by fi nancing a researcher based in the Gobi Desert. Médecins Sans My Big Day Frontières The goal of My Big Day is to grant wishes to critically ill children suf- Médecins Sans Frontières is an fering from life-threatening diseas- international medical humanitar- es. These children need something ian organisation that provides wonderful to think about while emergency medical assistance to undergoing diffi cult treatment and populations in danger in more long hospital stays. In cooperation than 70 countries. The lottery’s with Sweden’s University Hospi- contribution is used for a number tals, the foundation works with of projects, including HIV/AIDS the children’s families and primary treatment in Burma, Congo-Kin- care physicians to help make their In August, volunteers accompanied 15 young people who had all previously shasa and Ethiopia, and support wishes come true. suffered from serious illnesses on a climb up Sweden’s highest peak on Mount for refugees in Darfur and the Kebnekaise. population of South Sudan. 45 Association works to infl uence Plan Sweden society, to spread information and Plan Sweden is part of Plan Inter- to provide knowledge and a sense national, which is one of the oldest of solidarity to people with aller- and largest children’s development gies. In 2010, several camps for organisations in the world, operat- children with allergies were made ing in 48 developing countries possible thanks to grants from the across Africa, Asia and the Ameri- Postcode Lottery. cas. Plan operates independently, with no religious, political or governmental affi liations. Swedish Cancer Society Save the Children The Swedish Cancer Society sup- Save the Children supports chil- ports high-quality clinical and dren at risk and infl uences public experimental cancer research opinion all over the world. In projects. In addition to funding for Sweden, the organisation reinforc- research on most common cancers es children’s rights in centres for such as breast, prostate and colon children and young people in crisis cancer, funding is also provided for in Stockholm, Gothenburg, Umeå projects investigating more than and Malmö. In Africa and other 20 less common forms of cancer. parts of the world the focus of Save The ultimate goal for the Swedish the Children is on the right of chil- Cancer Society is to contribute to dren to protection in emergency the prevention or cure of all forms situations as well as protection of cancer. from sexual abuse and violence. Swedish Childhood SOS Cancer Foundation Children’s Villages Forty years ago, three out of four SOS Children’s Villages is the children with cancer died. Today world’s largest charity dedicated to the fi gures are reversed, and three Coffee farmers in Central America have enhanced their exports under the caring for orphans and abandoned out of four Swedish children with Fair Trade and Organic Coffee labels, thereby increasing their income. children and giving them a home, cancer survive. The partnership family, education and medical care. between research and clinical work NHR – The Swedish Peace Parks At present, there are about 500 has resulted in this impressive children’s villages in 132 countries. achievement. The future ambition Association for Foundation Sweden The lottery’s grants will secure of the Swedish Childhood Cancer Persons with Neuro- The Peace Parks Foundation was continuous work for vulner- Foundation is that all children suf- founded in South Africa by three able children in countries such fering from cancer will be cured. logical Disabilities great visionaries: Nelson Mandela, as Ukraine and Central African NHR supports persons with neu- Anton Rupert and Prince Bernhard Republic. Swedish Coopera- rological diseases or injuries and of the Netherlands. The founda- their relatives and friends. In Swe- tion facilitates the establishment tive Centre (SCC) den, over half a million people live of cross-border conservation areas, Swedish Asthma SCC has worked with development with neurological diseases such thereby supporting sustainable and Allergy cooperation through self-help for as Multiple Sclerosis, Parkinson’s economic development, conserva- 50 years, always with the aim of disease, stroke or ALS. NHR offers tion of biodiversity and regional Association offering poor people the tools they information, support and advice. peace and stability. Allergies are becoming more and need to fi ght poverty themselves. NHR currently has around 14,000 more common in Sweden. The Thanks to the Postcode Lottery, members and 90 local branches. Swedish Asthma and Allergy coffee farmers in Central America 46 have been able to enhance their exports under the Fair Trade and Organic Coffee labels, thereby increasing their income. Swedish Guide and Scout Council Any child or young person can join the scout team and grow in self-confi dence while having fun among friends, without any demands for achievement or elite performance. The council has 100 years of experience and inspires young people to become the leaders of the future. Its objective is to prepare young people for life. Swedish Heart-Lung Foundation Cardiovascular and Pulmonary disease are among the leading causes of death in Sweden. The Swedish Heart-Lung Foundation, which funds the majority of independent heart and lung research in Training and exercise is important for people with rheumatic diseases.

Sweden, grants close to 160 million Swedish kronor to Swedish Rheuma- research each year. Special efforts tism Association have been made in the funding of More than one million Swedes stroke research. have some form of rheumatic disease. The goal of the Swedish Rheumatism Association is to give Swedish Red Cross all people with rheumatic disease The Swedish Red Cross is the full participation and equality in biggest humanitarian voluntary all areas of society. The association organisation in Sweden, with ap- provides everyday support and proximately 232,000 members and funds research to ﬁ nd a cure for 30,000 volunteers. By support- rheumatism. ing the Red Cross, the Postcode Lottery helps to reunite families that have been split by conﬂ ict Swedish Sea or natural disasters. It also pro- Rescue Society vides healthcare for refugees, train The Swedish Sea Rescue Society emergency response groups, and (SSRS) has more than 60 life- With the donation from the Postcode Lottery, SSRS was able to move around contributes to HIV/AIDS projects saving stations along the Swedish and crew 10 hovercrafts in the extreme cold winter. in Africa and South America. coasts and lakes, over 150 boats

47 and more than 1700 volunteer sea rescuers. During the extreme cold weather this winter, SSRS was able to move around and crew 10 hovercrafts where all other rescue forces failed. SSRS also set up a new education and training programme for volunteer rescuers. Swedish Society for Nature Conservation The Swedish Society for Nature Conservation is an environmental organisation with the power to bring about change. They spread knowledge, map environmental threats, create solutions, and inﬂ uence politicians and public authorities, at both national and international level. The organisation has created one of the world’s The Clinton Foundation is working to alleviate poverty, improve global health, strengthen economies, and protect the strictest eco-labelling systems, Bra environment. miljöval.

life. The mission is to identify the provides a voice for people in need children in Malawi orphaned by The City Missions need in Sweden and work hard to and helps generate opinion by fo- AIDS and street children in Para- The City Missions eases acute improve the situation by establish- cusing on their issues and through guay. In 2010, support was also distress and provides a way back ing and running help centres for debate. provided in response to emergen- for people who struggle to cope in all age groups. The association also cies in Haiti and Pakistan. UNHCR The Ofﬁ ce of the United Nations World Wide Fund High Commissioner for Refugees for Nature (UNHCR) was established in 1950 The mission of the World Wide by the United Nations General Fund for Nature (WWF) is to stop Assembly. The agency has the the degradation of the planet’s mandate to lead and coordinate natural environment and to build international action to protect a future in which humans live refugees and resolve refugee prob- in harmony with nature. It is lems worldwide. conserving the world’s biological diversity, ensuring that the use UNICEF of renewable natural resources UNICEF is mandated by the UN to is sustainable and promoting the advocate for the protection of chil- reduction of pollution and waste- dren’s rights. UNICEF negotiates ful consumption. Two of the major with governments, co-operates focus areas for WWF during 2010 with international and national were the climate and saving the organisations and gives direct Baltic Sea. UNHCR’s primary purpose is to safeguard the rights and well-being of support to children on a grassroots refugees. level. Funds from the lottery go to

48 Swedish Postcode Foundation Event on The mission of the Swedish Post- code Foundation is to promote Social Entrepreneurship positive change and sustainable development for people, animals and nature by offering fi nancial support to organisations and short-term projects in Sweden and internationally. The Clinton Foun- dation, the Base Camp Foundation and the Nelson Mandela Founda- tion are examples of organisations that receive support from the Foundation. An example of a project with tangible results is the organisation Operation Smile Sweden, which performed surgery on a large number of Ethiopian children born with severe cleft palates. Another example is WaterAid Sweden, an organisation that con- structed wells to provide 10,000 vulnerable people in Bangladesh with clean drinking water. Culture Foundation of the Swedish Postcode Lottery The Culture Foundation of the Swedish Postcode Lottery supports social organisations and projects Sir Richard Branson was one of the main speakers at the event on Social Entrepreneurship. aimed at increasing integration and understanding between people. Sir Richard Branson, founder of the social sector work together sor Willem van Riet of the Peace The work of this new foundation the Virgin Group and the founda- – driving business as a force for Parks Foundation also attended encourages cooperation both nation Virgin Unite, came to Stock- good. Virgin Group is successful the event and talked about how tionally and across borders, where holm on April 29, 2010 to par- in sectors ranging from mobile the foundation works to create the social impact of a cultural act ticipate in the Swedish Postcode telephony to transportation, travel, peace and sustainable development is the goal. Lottery’s event on social entrepre- fi nancial services, media, music in several African countries. neurship. and fi tness. “When I can get out there and show other entrepreneurs how to The Swedish Minister for Enter- contribute to a better world, it will prise, Maud Olofsson, also hopefully inspire others to do the participated in the event and same,” said Richard Branson. explained what she wants to do to Virgin Unite’s aim is to help revo- create better conditions for social lutionise the way businesses and entrepreneurs in Sweden. Profes-

49 Getting Members

The Swedish Postcode Lottery keeps growing every year. By the end of December 2010, 1,010,520 families were taking part in the Lottery with a record number of 1,659,445 tickets. This resulted in more money for charities as well as more money in the prize pot.

By using the potential of the mar- debit and participate in all the ket forces – in marketing, through draws of that month. The win- television entertainment and large ning numbers are presented every lottery prizes – the Lottery gener- Monday to Sunday. The ‘GrannYra’ ates money for charity that would jackpot is awarded to a winning never have reached the sector postcode three times a year. otherwise. The Postcode How to play Millionaire The Swedish Postcode Lottery is In May 2010, the Postcode Mil- based on the same format as the lionaire was broadcast for the For the fourth time in history of the show a winner won 1 million Swedish other Postcode Lotteries, where 400th time. The game show, kronor. the postcode is the basis of the based on the ‘Who Wants to Be a lottery ticket number. The price Millionaire?’ format, is broadcast of a lottery ticket has remained every Friday and Saturday on Swedish TV personality. On aver- PostkodKampen unchanged, 150 Swedish kronor a Sweden’s largest commercial televi- age, the show is watched by almost month, which is approximately sion channel TV4. It is hosted by 1 million Swedes, making it one of ‘PostcodeChallenge’ 15 euros. Members pay by direct Rickard Sjöberg, a well-known the most popular programmes in In the summer of 2010, the lottery Sweden. In November 2010, the launched a new family entertain- show presented its fourth Million- ment show called ‘PostcodeChal- aire. lenge’. In the show contestants The Friday show includes a feature from eight different cities compet- with the weekly draw results and ed for the grand prize of 100,000 the postcode prizes, presented by Swedish kronor to be donated Magdalena Graaf, Sandra Dahlberg to the winning team’s charity of or Kim Kärnfalk, who visit the choice. Two teams per show faced winning neighbourhood of that a series of wet races, slippery week. The Saturday show includes treadmills and physically challeng- a short feature about one of the ing obstacle courses. charities. Rickard Sjöberg hosted the show together with sidekicks Sandra Between 25 October and 6 No- Dahlberg and Kim Kärnfalk. vember, the Postcode Millionaire To mark the lottery’s fi ve-year was broadcast six days a week. In anniversary, a special sales cam- addition to the usual show, people paign was designed for the show, could follow the Swedish Postcode in which Street Prize presenter Lottery’s annual distribution of Magdalena Graaf handed out fi ve In PostkodKampen contestants compete to raise money for the charities of proceeds to the benefi ciaries of the million Swedish kronor a week their choice. lottery. to a winning postcode during fi ve 50 weeks in July and fi ve weeks in August.

Our Children’s Life To mark the 21st anniversary of the United Nations Convention on the Rights of the Child, a docu- mentary series was broadcast on four evenings in December 2010. The series, called ‘Our Children’s Life’, was made by the Swedish Postcode Lottery in collaboration with TV4 and lottery benefi ciaries. With the series the lottery wanted to raise awareness of the global situation with regard to children and show the amazing work that is done by the charity organisations supported by the Lottery. And most importantly, it wanted to show that, despite the fact that children are still the most exploit- ed in confl icts and poverty, there Sandra Dahlberg (right) presents the cheques for 900,000 Swedish kronor to a happy winner. are solutions. ‘Our Children’s Life’ showed that there is hope. If we all act together Prizes day, all week long. From Monday ticket, and those with the winning in a sustainable way, we can im- 40 percent of the turnover goes to Thursday plus Saturday, ticket postal number win 1,000 Swedish prove the lives of all children. to lottery prizes and the ticket buyers with the winning postcode kronor per ticket. buyers have a chance to win every win 10,000 Swedish kronor per Each Friday, the prize in the winning postcode is 100,000 Swedish kronor per ticket, and the person whose ticket matches the complete winning number also wins a Volvo V 70 worth about 290,000 Swed- ish kronor. Ticket buyers with the winning postal number win 10,000 Swedish kronor per ticket. Every Sunday, the prizes are 1,000 Swedish kronor per ticket for those with the winning postcode and 150 Swedish kronor per ticket for those with the winning postal number. The prizes awarded each Sunday amount to at least 3 million Swedish kronor. Furthermore, the GrannYra draw takes place three times a year, in addition to which the Lottery gives away big prizes during special campaigns. StreetPrize winners celebrating together in the neighbourhood. 51 100,000 kronor campaign also attracted new ticket buyers. The winners were shown per hour each Friday evening in the new Following the success of the free TV show ‘Postcode Challenge’. ticket campaign in April, a mailing was sent to both prospects and 1 million every hour current customers in May, offering In November, both prospects and them the chance to win 100,000 current customers were offered Swedish kronor per hour per ticket the chance of participating in a until the total prize pot of 35 mil- 1 million per hour ‘hunt’. The lion Swedish kronor was reached. draw started in the TV show ‘Post- This campaign was identical to the code Millionaire’ on the Friday successful campaign in November evening and ended 24 hours later 2009 with a ‘credit card’ made of in the Saturday evening show. The environmentally friendly paper. winning postcodes were updated The 2010 campaign was just as hourly on the web. successful as the previous year’s A couple winning 200,000 Swedish kronor and a Volvo V 70. campaign. PostkodNyheterna 5 million each The PostkodNyheterna (news- GrannYra 1 million a day letter) is used to inform current The GrannYra is a special drawing The Swedish Postcode Lottery Friday for 5 weeks customers about the Lottery. In held three times a year. It is unique conducted eleven direct marketing To retain members during the March, a mini version of ‘Ny- since all ticket buyers in the win- campaigns in 2010. All of them summer, the Lottery decided to heterna’ was distributed as a non- ning postcode win together with were supported by both outdoor run campaigns targeted at both personalised folder. In December, their participating neighbours. The advertising and TV commercials. prospects and current custom- current customers received a full- GrannYra event is broadcast in a In January, the offer was 1 billion ers. The same offer was run in size, 12-page, extended Postkod- half-hour TV programme. Swedish kronor in prizes during both June and July: 5 million each Nyheterna featuring articles about the year and 1 million Swedish Friday for 5 weeks, to be shared by all the 35 charities and advertising On 18 April 2010, 581 winners in kronor a day to be shared by the the customers in the winning post- the next GrannYra by reporting on Nättraby outside the town of Karl- members in the winning postcode code. Drop-offs stayed low and the the last one in Gävle. skrona on Sweden’s south-eastern during a 10-day period in Febru- coast won 75 million Swedish kro- ary. nor between them. Seven of them In February the offer was the became millionaires. same, although turned around, The second GrannYra of the year making the 1 million kronor a day took place on 17 October in Gävle, the main offer. The campaigns at- a town 180 km north of Stock- tracted new customers, and limited holm, where 91 million Swedish drop offs after the GrannYra in kronor was shared among 42 win- January. ners. The fi nal GrannYra of the year Free lottery ticket took place on 23 January 2011 when 159 million Swedish kronor In both April and October, the pre- was shared by 130 ticket buyers vious year’s success with a free lot- in Visby, the biggest city on the tery ticket for both prospects and island Gotland off the east coast of current customers was repeated. Sweden. This time 11 ticket buyers became millionaires and one of them won as much as 37 million Winners of the GrannYra in Nättraby in April who shared 75 million Swedish kronor. Swedish kronor. 52 Ambassadors and TV presenters Ambassadors who represent the Swedish Postcode Lottery and its charities play an important role in gaining and retaining the trust of the members. Work with the ambassadors will continue to develop in the coming year. The Swedish lottery also has four TV presenters.

Amelia Adamo Rickard Sjöberg Ambassador TV presenter of and founder of Postcode Mil- several Swedish lionaire: lifestyle maga- “I can truly In a mailing Magdalena Graaf invites people to join the lottery with a zines: identify with the chance of winning 5 million each Friday for 5 weeks. “The rapid Lottery and the growth of idea that those the Swedish less fortunate Public Relations March 27 was the date of Earth Postcode Lottery proves not only the win at the same time as I can win.” Some of the prizes awarded by Hour 2010. Together with the enormous willingness the Swedish the Swedish Postcode Lottery at- organisation WWF, the lottery at- people have to participate in the tract good publicity in the media. tracted attention to the event with Lottery, but also the willingness to The ‘weekly prize’ on Fridays is an online campaign for climate contribute to a better world. Quite featured in the local papers some- change. incredible!” where in Sweden almost every In October, the lottery launched week. The biggest prize, the ‘Gran- the campaign website ‘Tack alla Magdalena Graaf Kim Kärnfalk nYra’ received plenty of interest in lottköpare’ (‘Thank you all ticket TV presenter, TV presenter, the evening newspapers and in the buyers’). This was the second year writer and former singer local media in the winning cities. for the online campaign where founder of of the band The competitors in the TV shows visitors could follow all money Graaf Sisters Friends and ‘Postcode Millionaire’ and ‘Post- distributed from the proceeds of Children Cen- writer: code Challenge’ also received a lot the lottery ticket sales. tre in Nagpur, “I don’t think of publicity in local papers. The lottery is always working on India, for of the Postcode There was a great deal of attention optimising traffi c to the website. children from Lottery as a for the Swedish Lottery Event on One of the most exciting sales the slums: lottery in the fi rst instance, since Social Entrepreneurship in April campaigns in 2010 was ‘1 miljon i “This is the job of my dreams. I grew everyone who participates is a win- with Sir Richard Branson and the timmen under 24 timmar’ (1 mil- up in a family involved in char- ner. After all, it’s an investment in Minister for Enterprise and Energy, lion every hour for 24 hours) with ity work, so it has always been an our future.” with articles in Dagens Industri, the results updated hourly on the important part of my life.” Sweden’s biggest business paper site. and newspaper Svenska Dagbladet. A new Online department has Sandra Dahlberg been formed at the Swedish Lot- TV presenter, tery, which will increase the focus artist and Online on online marketing and sales in singer, who The website is a platform, which 2011 and beyond. participated in visitors can use to sign up for the Eurovision the lottery, fi nd draw results, see Song Contest: the winners, read about charities “Most of my and play games. It is also used to life, I’ve been spread knowledge about the lot- working with charity and aid. Pre- tery in general and features videos senting prizes is really a great job, of winners and the charity organi- from all angles.” sations.

53 How we work

A growing total of 600+ people work for the three lotter- Ruud Esser (CFO) and Frank Lee- ies. The majority work in the customer service teams that man (CCO). provide direct contact with members. The structure of They are supported by a team of each lottery organisation varies from country to country, Concern Directors: Annemiek Hoogenboom (Director Great depending on the size of the organisation and on the lot- Britain), Jan Oostrom (IT Direc- tery licences. tor), Eva Struving (International and Charity Director) and Harold Zwaal (Commercial Director). Novamedia runs lotteries in close And also by a team of Functional Novamedia cooperation with local and inter- Directors: Sandor Brouwer (Busi- The three Postcode Lotteries were national charities like UNICEF, the ness development Director), set up by Novamedia, a Dutch Red Cross, Amnesty International, Simone van Bijsterveldt (Finance company based in Amsterdam. Greenpeace and the World Wide Director), Martijn van Klaveren Marieke van Schaik, Managing Di- Novamedia was established in Fund for Nature. (Communications Director) and rector of the Dutch Postcode Lottery 1983 to implement innovative, Novamedia’s lotteries are actively Virginie Kuijer (HR Director). commercial marketing techniques supported by ‘ambassadors’: world on behalf of local and international leaders, athletes and business per- charities. In 1989, this led to the sonalities. Among them are Nelson Dutch launch of Novamedia’s ﬁ rst lottery: Mandela, Bill Clinton, Anna Roo- Postcode the Dutch Postcode Lottery in the sevelt, Mikhail Gorbachev, Ruud Netherlands. Novamedia is the Gullit, Johan Cruyff, Kaye Adams Lottery owner of the Postcode Lottery for- and Richard Krajicek. Together with two other Novame- mat. Its mission is to create charity The Executive Board consists of dia charity lotteries in the Neth- lotteries all over the world. Boudewijn Poelmann (CEO), erlands, the FriendsLottery and the BankGiro Lottery, the Dutch Postcode Lottery is part of Holding Nationale Goede Doelen Loterijen N.V. Sigrid van Aken, Managing Director The Supervisory of the Dutch Postcode Lottery Board The Supervisory Board of Holding Nationale Goede Doelen Loterijen Boudewijn Poelmann. Frank Leeman. Ruud Esser. N.V. supervises the management of the holding company and entrusts to it the day-to-day running of the Dutch Charity Lotteries. The Board’s responsibilities include supervising the use of the licence granted to Nationale Postcode Loterij N.V. by the government.

Imme Rog, Managing Director of the Harold Zwaal. Jan Oostrom. Eva Struving. Dutch Postcode Lottery 54 Management People’s As of 31 December 2010, the Exec- utive Board of the Dutch Holding Postcode Nationale Goede Doelen Loterijen Lottery N.V. consisted of Boudewijn Po- elmann, Frank Leeman and Ruud In Great Britain, Novamedia B.V. Esser. Sigrid van Aken, Marieke established the Postcode Lottery van Schaik and Imme Rog are the Ltd, fi nances the lottery set-up and Managing Directors of the Dutch continues to direct its operations. Postcode Lottery, the BankGiro The People’s Postcode Lottery is Lottery and the FriendsLottery. operating as a society lottery on The joint organisation of the three behalf of its growing number of lotteries employs a total of charity partners. It is regulated 473 people. by the Gambling Commission under certifi cate numbers 829-N- 102511-003 and 829-R-102513- External auditing 003 dated 1 January 2009. This is Lottery licences in the Netherlands an external lottery manager (ELM) are granted by the Minister of licence which enables the lottery Justice. The Ministry of Justice and to run the draws on behalf of the the Dutch Gaming Control Board societies. All charity partners hold supervise the national gaming remote and non-remote lottery licences and compliance with the licences to receive proceeds from Act on Games of Chance. Audi- the weekly draws. A personal lot- tors from PwC audit the fi gures, tery manager’s licence has been and its computer experts check the issued to the Company Directors, data processing of the members’ the IT Director and the Country accounting records. Director. The Netherlands Metrology Insti- tute audits the processes regarding the fairness of the lottery. Management The civil-law notary, mr. J.P. van The People’s Postcode Lottery Harseler in Amsterdam, carries out has two offi ces in Great Britain. the draws of the Dutch Charity The back offi ce is in Richmond, Lotteries. London, and the front offi ce is

Former Prime Minister Tony Blair meets Country Director Annemiek Hoog- enboom of the People’s Postcode Lottery.

in Edinburgh. The Directors of Legal Partners Ltd in Richmond, in Postcode Lottery Ltd are Boudew- accordance with the Gambling Act ijn Poelmann and Ruud Esser. 2005. The Netherlands Metrology Annemiek Hoogenboom is the Institute (NMI) audits the draw Country Director and Jo Bucci is engine. PwC audits the IT require- the Managing Director. The lottery ments. Financial auditing of the employs 49 people. Postcode Lottery Ltd is carried out by The Gallaghers Partners. External auditing Jo Bucci, Managing Director of the The draws are supervised by an People’s Postcode Lottery. independent solicitor from The 55 Playing the Postcode Lotteries is unique: members always win together with others, usually their neighbours. 42 winners in Gävle received a share of the Swedish Postcode Lottery’s GrannYra of 91 million Swedish kronor.

Manager as an additional member. Swedish Gaming Board. These two organisations through the lot- Swedish Based on recommendations from roles combine the commercial con- tery. The Swedish Gaming Board, Postcode the Charity Department, the Board cept of the business with the idea which grants the lottery licence, decides on the addition of new of generating money for charity collaborates closely with the Lot- Lottery benefi ciaries as well as how pro- tery Manager and supervises the The Swedish Postcode Associa- ceeds are to be distributed between lottery. As the Lottery Manager, tion has been licensed to hold a the benefi ciaries. Niclas Kjellström-Matseke is an lottery in Sweden. Benefi ciaries Novamedia Svenska PostkodLot- additional member of the Board of of the lottery are members of this teriet AB has run the Swedish the Swedish Postcode Association, association. Postcode Lottery since 2005. It is the entity which holds the lottery Novamedia Svenska PostkodLot- based in Stockholm and grew to licence. teriet AB operates the Swedish 103 employees in 2010. The mem- Postcode Lottery on the basis of a bers of the Board of Directors are External auditing contract concluded with the Swed- Boudewijn Poelmann, Ruud Esser ish Postcode Association. and Eva Struving. PwC audits Novamedia Svenska PostkodLotteriet AB (the op- erator); KPMG does this for the The Board Management Swedish Postcode Association (and The Board of the Association is Niclas Kjellström-Matseke is the lottery). composed of leading representa- the CEO of Novamedia Svenska Niclas Kjellström-Matseke, CEO tives from society and consists PostkodLotteriet AB and the Lot- of Novamedia Svenska PostkodLot- of fi ve members and the Lottery tery Manager appointed by the teriet AB. 56 Sustainable and enterprising with ‘Planet First!’

Dedication to a better world, the Planet First! document, which suppliers must observe. CO2 per FTE (full-time equiva- the Postcode Lottery Green Challenge, good employment Besides a fair price and concern lent). A total of 1.6 tonnes per FTE practice and measures to spare the environment are all for the environment, the code will were offset in 2010. part of a sound policy of corporate social responsibility also include existing purchase An important focus of the Swedish conditions regarding discrimina- Postcode Lottery during 2010 has (CSR). Through this policy, the lotteries take responsibil- tion and child labour, which are been on mapping the carbon foot- ity for the impact of their activities on people and on the already contained in the purchase print of the Postcode Lottery ticket environment. conditions. from a lifecycle perspective, taking In 2011, Sweden will focus on into account all important process- in-company CSR-training for all es that back up the lottery ticket The Postcode Lotteries and the these reports will be submitted to employees. on its path through the company other charity lotteries in the the auditor for approval. – direct marketing, TV-production, Netherlands are taking the next A baseline measurement was un- events, product prices, travelling step together. In 2010, the lotteries dertaken for seven of the sustain- Carbon footprint and the offi ce. translated their vision on sustainability themes in 2010, and the lot- CO2 emissions have a major im- The lotteries do all they can to ability into a strategy with measur- teries formulated specifi c targets. pact on the climate. In 2010, the limit CO2 emissions as much as able objectives for nine specifi c The detailed Planet First! report lotteries’ CO2 emissions were made possible. For example, the Dutch themes. is available on the website: www. up of the components shown in lottery has an electric car. The The charity lotteries adopted these novamedia.nl. The main aspects of the fi gure. production of some of the lotteries’ themes together on the basis of the nine themes are summarised In 2010, the lotteries’ gross emis- printed materials, including the the Planet First! document, which below. sions amounted to 17.5 tonnes of international employee magazine, has formed the foundation of this CSR policy since 2009. The Fair and real cost mission, vision and core values of Carbon footprint offsetting 2010 (tonnes CO ) the lotteries, supplemented with pricing 2 sustainability themes of similar This concerns what the actual Emissions Compensation organisations (benchmarking) and costs of a product are and whether a media analysis of sustainability a fair price has been paid. This also themes further defi ne the choice. includes the costs of pollution. The lotteries also looked at issues In this context, for the last few that are important to the parties years, the charity lotteries have concerned, such as government used FSC-certifi ed paper and wood authorities, politicians, benefi ciar- products as much as possible. To- ies, employees and participants. day, 90.3 percent of the paper used by the Dutch Postcode Lottery has Themes an FSC label or is recycled. In the Q Sweden 1,275 .1 t Q Sweden 0 The activities above resulted in UK the lottery has ensured paper Q Great Britain 986 .4 t Q Great Britain 0 nine themes on which the lotter- recycling facilities are available in Q The Netherlands 4,576 .9 t Q The Netherlands 620.0 t ies will work in the coming years, every offi ce. The company restau- with progress reports to be issued rant in the Netherlands, ‘de Eegh- each year. The progress reports erij’, uses organic and fair trade must satisfy the requirements of ingredients where possible. the Global Reporting Initiative The lotteries will draw up a code (GRI). Like the annual accounts, of conduct for this theme in 2011, Net footprint: 6,218.48 4 t 57 were also climate neutral for the opment, while the much smaller fi rst time this year, under the Cli- UK lottery spent 0.5 percent. The matePartner label. Swedish Lottery spent 3.0 percent of its salary costs on internal and external training for lottery Energy dependency employees. and local sourcing Launched in 2008, the lotteries’ Amsterdam-based training of renewable energy institute, the Lottery Academy, The world is dependent on fossil provides training courses tailored fuels and the suppliers thereof. In to the lotteries. For example, 34 order to safeguard future energy employees participated in the supplies, it is necessary to gener- quarterly ‘TurboLoterijTrainingen’ ate energy locally and on a small (TurboLotteryTraining) in 2010. scale. In particular, the lotteries Additionally, in the ‘Masterclasses seek to encourage the local and Goede Doelen’ (Charity Master sustainable generation of energy. Classes), employees spend a day The Dutch and Swedish lotteries learning about how charity funds purchased 100 percent renewable are divided and the criteria on electricity in 2010. This is not yet which this is based. The Lottery being done in the UK. Academy also provides training The production of the fi rst issue of The Swedish Postcode Lottery courses for the charity lotteries in the international staff magazine was completely climate neutral. moved its offi ces to a classifi ed other countries and is responsible ‘Green Building’ and has been for the exchange of knowledge lottery in 2010 were that 77 per- working on a new green informa- between these lotteries. Staff engagement cent of the employees considered tion infrastructure in cooperation Besides these group training The lotteries’ vision, mission and the lottery a ‘Great Place to Work’. with the Dutch. courses, employees also receive values require dedicated employ- This was 2 percentage points individual support from profes- ees. To be successful in their jobs, higher than in 2009 and more than Training and sional coaches, and a number of they need to be able to relate to enough to earn the title. employees have followed training and propagate the lotteries’ objec- In the Netherlands in 2010, development courses and programmes outside tives. In 2010, the lotteries in the absence owing to illness fell by The lotteries consider employee the organisation. three countries challenged their almost 2 percent to 3.5 percent development to be of great impor- The lotteries in each of the coun- employees to fi nd an image which compared to 5.4 percent in 2009. tance. In 2010, the Dutch lottery tries arrange regular meetings with represented each of their core The decrease was due to the recov- spent 2.7 percent of its salary costs the charities, which are open to all values. The number of entries was ery of a number of employees on on employee training and devel- employees. overwhelming. Over three hun- long-term sick leave who returned dred illustrations and photographs to work in 2010. captured one of the core values In the UK employees are given an Carbon footprint 2010 composition ‘Courageous’, ‘Sustainable’, ‘Shar- extra day’s holiday for a lack of ing’ and ‘Fun’ in a single image. absence, and a childcare voucher The Dutch Postcode Lottery has scheme has recently been im- 1.3%1.3% Q Gas and electricity 0.1%0.1% taken part in the Great Place to plemented. Every month, all UK Q Non-company cars Work® survey since 2009. This employees also have the opportu- 3.1%1% Q Commuter travel international organisation asks em- nity to nominate a colleague who 2.9%9% Q Vehicle fleet ployees of the companies involved they feel has really embodied the 3.0%% QQ Air business travel to evaluate their employers on the organisation’s core values or made Q Paper values of ‘trust’, ‘respect’, ‘fairness’, a difference that month. ‘pride’ and ‘camaraderie’. Based on Annual volunteer days allow the results, a company may or may employees to work closely with not earn the title ‘Great Place to charity partners. In 2010, employ- 89.5%89.5% Work®’. The results for the Dutch ees painted the rooms of a building

58 used for child therapy sessions. In Sweden the employees an- swered an employee survey for the second year in a row. The total score increased from 68 to 69 (out of 100). The employees are espe- cially satisfi ed with the supporting and engaging culture within the lottery and how the lottery re- sponded to the results of last year’s survey by implementing an action plan. The survey results show a strong belief in the company’s continued growth and success. Diversity The lotteries are specialised companies with well-educated, professional and socially-oriented employees. The atmosphere is in- formal and pleasantly competitive. Staff from the Edinburgh offi ce help paint CHILDREN 1ST Family Resource Centre in Selkirk as part of a The Dutch head offi ce is located in Volunteer Day. the Amsterdam-Zuid district, near the Vondelpark. This location was by employees. On the other hand, ing in the heart of Stockholm. tion of the Dutch Postcode Lot- chosen due to the attractive work- these old yet characteristic build- With the single storey solution, the tery, the FriendsLottery and the ing environment and good acces- ings demand creative solutions to offi ce is easily accessible for people BankGiro Lottery employed a total sibility, particularly for the large sustainable management. with disabilities. of 473 people. Together they oc- group of students working in the The new offi ce of the Swedish As of 31 December 2010, the Peo- cupied an average of 268 full-time Member Services department. This Postcode Lottery is located in the ple’s Postcode Lottery employed jobs in 2010. The Swedish Post- limits the amount of commuting ultra-modern Water Front Build- 46 FTEs. The combined organisa- code Lottery employed a total of 75 FTEs. The majority of the employees were female (UK 65 percent, Netherlands 56 percent, Sweden 60 percent). The ratio is reversed in the Dutch management team, with eight men and six women (43 percent). The majority of the management positions in the UK are also held by women (71 percent), compared to 14 percent in Sweden. The aim is to ensure that the management refl ects the composition of the working population in the different countries. The lotteries would also like to take action to create jobs for people who are far-removed from the job market. Staff outings reinforce the lotteries core values ‘fun’, ‘courageous’, ‘sharing’ and ‘sustainable’. During the party in Wijk and Zee in the Netherlands, employees cleaned up the beach fi rst. 59 with regard to mailings by the The Customer or Member Services People’s Postcode Lottery. departments can be reached in a The Swedish Postcode Lottery number of ways: by telephone, abides by several laws that regulate websites, fax and by post. the lottery’s marketing practices The lotteries aim to formulate ob- in different ways. These are the jectives for this theme in 2011. Marketing law, the Radio and Television law, the Lottery law and Integrity and compli- the Personal Data Protection Act. The relevant Swedish authorities ance with legislation upheld no complaints concerning and regulations the lottery’s mailings. The lotteries cannot afford to have any doubts arise concerning the Transparency fairness of the draws. Therefore, The lotteries provide full disclo- each draw is carried out under the sure as well as open and honest supervision of a civil-law notary. communication. The Commu- The lotteries are also closely nication departments maintain monitored by external supervisors contact with the media and answer in other areas. During the report- questions from journalists. Annual ing year, there were no signifi cant reports are sent to clients, politi- issues with the draws or with cians, various government insti- the payments to participants and tutions and the media. They can benefi ciaries. This was confi rmed also be requested free of charge for all countries by the auditors. and viewed digitally online. Views Incidents in the draw process were and information are frequently promptly identifi ed and effectively exchanged with politicians and analysed and resolved. The lotter- offi cials in The Hague, Edinburgh, ies want to continue this approach Stockholm, London and Brussels. in the future.

The lottery’s new building in Sweden has special environmentally-friendly features, such as glass that also serves as solar panels.

ers in the Netherlands. The Dutch Responsible gaming Advertising Code Committee The lotteries are dedicated to upheld four complaints concern- preventing inappropriate partici- ing media communications by the pation. Participation by minors is Dutch charity lotteries in 2010. prevented as much as possible. In In the UK the lottery adheres to addition to all the legal provisions, regulations put in place by the the lottery in the Netherlands has UK Gambling Commission and his own code of conduct, which ensures the ‘gambleaware’ logo and anyone can read on the websites. internet address is displayed on its With regard to recruitment, there own website. Additionally, a Duty is also a code of conduct and an of Care policy ensures that players advertising code, which was drawn participate in a responsible man- up by all games of chance provid- ner. Two complaints were upheld The employees of the Dutch Postcode Lottery can use an electric car at work. 60 Assurance report To the Management Board of Novamedia Holding B.V./Postcode Lotteries

Report on the chapter ‘Sustainable and enterprising with ‘Planet First!’’

Engagement and responsibilities The chapter ‘Sustainable and enterprising with ‘Planet First!’’ as included in the 2010 Annual Reports of the Postcode Lotteries is a summary of the 2010 Planet First!-report, which we examined. We provided an unqual- iﬁ ed assurance report dated 28 April 2011, on this report on the basis of a combination of audit and review procedures. The Management Board is responsible for the preparation of the chapter ‘Sustainable and enterprising with ‘Planet First!’’ in accordance with the criteria for the summary as explained on page 57. We are responsible for providing an assurance report on this chapter.

Work performed We planned and performed our review procedures in accordance with Dutch law. We performed our engagement by analogy with Standard 810 ‘Engagements to report on summary ﬁ nancial statements’.

Conclusion It is our conclusion that the summary as included under chapter ‘Sustainable and enterprising with ‘Planet First!’ is in all materials respects consistent with the 2010 Planet First!-report, in accordance with the criteria for the summary as explained on page 57.

Emphasis of matter We draw attention to the fact that for a proper understanding of the policies, the activities and the performance of the Postcode Lotteries in relation to corporate responsibility, as well as for an adequate understanding of the scope of our assurance engagement, the chapter ‘Sustainable and enterprising with ‘Planet First!” should be read in conjunction with the full 2010 Planet First!-report, including our assurance report dated 28 April 2011. Our opinion is not qualiﬁ ed in respect of this matter.

Amsterdam, 28 April 2011 PricewaterhouseCoopers Accountants N.V.

Original signed by P. Jongerius RA

61 All the charities Lottery contributions to benefi ciaries – in millions of euros

Up to Up to 2010 2010 2010 2010

European Partnership for Democracy 0.5 1.0 People’s Postcode Lottery Fair Trade (Fair Trade Original, ST CHILDREN 1 0.7 1.0 Max Havelaar Foundation, Children North East 0.1 0.2 National Association of Fair Trade Shops) 0.9 1.0 Daisy Chain 0.1 0.1 Fairfood International 1.6 0.5 Maggie’s Cancer Caring Center 0.8 1.2 Free Voice 1.0 8.4 Missing People 0.6 0.5 Friends of the Earth Nederland 1.4 19.5 National Galleries of Scotland 0.1 0.0 Gooi Nature Reserve 0.9 17.3 Northumberland Wildlife Trust 0.1 0.2 Greenpeace 2.3 38.3 People’s Postcode Trust 1.8 1.3 Hivos 0.9 2.0 Scottish Wildlife Trust 0.6 1.0 Hoge Veluwe National Park 1.5 0.0 Woodland Trust 0.1 0.0 Human Rights Watch 0.9 1.0 WWF 0.1 0.0 Humanitas 4.5 13.5 Yorkshire Dales Millenium Trust 0.1 0.1 ICCO 0.9 1.9 Yorkshire Wildlife Trust 0.1 0.1 IMC Weekendschool 0.5 1.0 IUCN National Committee of the Netherlands 0.9 15.0 Dutch Postcode Lottery IVN Association for Environmental Education 1.4 17.2 AAP Foundation 0.5 4.6 Johan Cruyff Foundation 1.5 0.0 Afl atoun 0.5 0.0 Landschapsbeheer Nederland 2.3 31.4 African Parks Network 0.5 0.0 Leprosy Foundation 1.4 16.8 Amnesty International 3.6 54.2 Liliane Foundation 1.4 10.8 AMREF Flying Doctors 0.9 11.8 Mama Cash 0.5 1.0 ARK 3.6 10.5 Médecins du Monde 0.5 0.5 Association for Nature Preservation 15.6 268.0 Médecins sans Frontières 13.5 239.9 BiD Network 2.6 1.5 Nature & Environment 1.8 24.1 BirdLife International Netherlands 4.8 23.5 Neighbourhood Link 0.5 4.7 Carbon War Room 0.5 1.0 Oranje Fonds 15.2 57.4 Children’s Fund MAMAS 0.5 8.5 Oxfam Novib 15.1 270.0 Clinton Foundation 1.7 10.7 Peace Parks Foundation 1.4 11.6 Club de Madrid 0.5 0.0 Plan Nederland 7.3 27.6 CoMensha 0.5 0.0 Prince Claus Fund 0.5 6.3 Cordaid Memisa 0.5 5.9 Rafa Nadal Foundation 1.0 0.0 Cordaid People in Need 4.6 33.0 Refugee Foundation 2.7 40.5 Cross Media Week Foundation 0.1 0.3 Refugee Students Foundation UAF 0.9 6.1 dance4life 1.8 1.0 Resto VanHarte 0.5 0.5 Defence for Children-ECPAT 0.5 0.5 Right To Play Nederland 0.5 0.0 DOEN Foundation 37.0 438.1 Rocky Mountain Institute 0.9 2.0 Dutch Caribbean Nature Alliance 0.5 1.0 RutgersWPF (MYBODY) 0.9 5.3 Dutch Coastal & Marine Union 1.3 0.0 Save the Children Nederland 0.9 8.2 Dutch Council for Refugees 10.0 201.1 Sea Shepherd 1.0 2.6 Dutch Cultural Landscape Foundation 0.5 3.1 Simavi 2.5 11.7 European Climate Foundation 0.5 0.0 Skanfonds 9.8 36.0 62 Up to Up to 2010 2010 2010 2010

Society for the Prevention of Cruelty to Animals 1.8 24.1 Persons with Neurological Disabilities 0.5 0.4 Solidaridad 0.9 1.0 Peace Parks Foundation Sweden 0.5 0.0 SOS Children’s Villages 3.0 13.8 Plan Sweden 1.5 0.8 Stichting De Vrolijkheid 0.5 2.4 Save the Children Sweden 5.8 16.7 STOP AIDS NOW! 9.7 16.7 SOS Children’s Villages 2.3 2.6 Terre des Hommes 2.3 29.7 Swedish Asthma and Allergy Association 0.5 0.4 The Climate Group 0.9 1.5 Swedish Cancer Society 3.1 4.6 The Elders 0.5 0.0 Swedish Childhood Cancer Foundation 5.0 15.8 The Netherlands Red Cross 4.9 47.9 Swedish Cooperative Centre (SCC) 0.6 0.5 The Nature and Environmental Federations 2.3 29.7 Swedish Guide and Scout Council 0.5 0.4 The12Landscapes 11.3 173.5 Swedish Heart-Lung Foundation 2.6 4.3 UNHCR 1.4 10.6 Swedish Postcode Foundation 10.5 16.3 UNICEF 13.5 244.0 Swedish Red Cross 3.4 4.6 University for Peace 0.5 4.6 Swedish Rheumatism Association 0.6 0.5 UTZ Certifi ed 0.5 0.0 Swedish Sea Rescue Society 2.4 4.8 Wadden Sea Society 0.5 13.8 Swedish Society for Nature Conservation 0.7 0.0 War Child 1.4 10.9 The City Missions 1.7 2.5 Wilde Ganzen 0.5 0.0 UNHCR 0.7 0.4 World Food Programme 1.4 7.1 UNICEF 2.3 2.6 World Press Photo 0.5 5.4 World Wide Fund for Nature 5.5 16.7 World Wide Fund for Nature (WWF) 13.5 247.7 Zuid-Kennemerland National Park 1.0 0.0 Other benefi ciaries/Carry forward balance 4.1 2.8 Special Projects 3.7 0.0 Swedish Postcode Lottery Alzheimer Foundation 0.4 1.1 Amnesty International 1.2 1.5 Children’s Rights in Society (BRIS) 1.6 3.8 Culture Foundation of the Swedish Postcode Lottery 10.5 0.0 Diakonia 0.5 0.0 ECPAT Sweden 0.3 0.0 Erik Development Partner 0.6 0.5 Foundation Nordens Ark 0.5 0.0 Friends 0.5 0.4 Friluftsfrämjandet 0.4 0.0 Greenpeace 1.7 2.5 Hand in Hand 0.6 0.5 Kvinna till kvinna Foundation 0.4 0.0 Médecins sans Frontières 3.0 4.4 MinStoraDag (My Big Day) 0.4 0.3 NHR - The Swedish Association for

63 Credits

Publisher: Nationale Postcode Loterij N.V. Communication Amsterdam An internationally oriented department for communications takes Printing: care of the group’s communication to stakeholders worldwide. Joh. Enschedé Amsterdam BV Questions are handled by this team. They can be contacted by Graphic design: sending an e-mail to: Woldberg&Wesseling dm, Eemnes Martijn van Klaveren (The Netherlands), Communications Director Production: [email protected] Concern/Schoenmakers Communicatie-projecten, Amsterdam Translation: Tekst|Support, Amsterdam

The copyright of each photograph belongs to the benefi ciary mentioned in the caption, with the exception of:

Cover and inside cover front: Manuel Queimadelos Pag. 2, 7, 9, 11 (t), 24, 27, 35, 36, 38 (b.r.), 39, 54, 59 (b): Roy Beusker Pag. 8: Hans Leijnse/Foto Natura Pag. 22 (b.r.), 23 (b.l.), 37 (b.l.), 38 (t.l.): Gerard van Hees Pag. 29 (t.r.): Serger Eken Pag. 30 (t.l.): ANP, (b.r.): Ardeshir Sourmehi Pag. 32 (t): Jari Peltomaki, (b.l.): BS en RD Kirkby Pag. 33 (b): Maarten Feenstra Page 40: Patrik Österberg Page 43: Bertil Strandell Page 49: Gustav Mårtensson Page 50 (l): Patrik Lundin Page 50 (r): Mathias Otterberg © 2011, Nationale Postcode Page 51 (t): Caroline Eriksson Loterij N.V., Amsterdam Page 51 (b): Angelica Carsfeldt Page 52 (t): Caroline Eriksson Page 52 (b): Patrik Österberg Page 53: Amelia Adamo: Björn Olsson, the rest: Bertil Strandell This annual report is printed on FSC paper.

64 We are a charity lottery

There is so much to win for all of us. Life is beautiful.

Rafael Nadal became an ambassador The Postcode Lotteries of the Postcode Lotteries in 2010. Here he is in action against Roger Federer during the charity match for the Rafa Nadal Foundation on 22 December 2010 in Madrid. Dutch Postcode Lottery People’s 2010 Dutch Postcode Lottery Annual Reports Swedish Postcode Postcode Lottery Lottery Annual Reports 2010 Postcode Lotteries

Nationale Postcode Loterij People’s Postcode Lottery

www.postcodelottery.co.uk

Svenska PostkodLotteriet

Telephone 0046 - 8 - 562 488 00 Telephone 0031 - 20 - 664 09 78 Fax 0046 - 8 - 662 58 70 Fax 0031 - 20 - 679 75 06 E-mail [email protected] E-mail [email protected]