Prizes and Purpose: Telling Our Story

Published April 22, 2025

One of the things I am consistently reminded of as a director is how important beneficiary awareness is in garnering support for the mission of lotteries throughout the world. “Where does the money go?” is a question that I get all the time, even with the Illinois Lottery being in existence for 50 years. It is both a challenge and an opportunity for us to ensure we are communicating this message clearly and consistently wherever and whenever we can.

Beneficiary awareness helps build trust, ensures transparency, encourages participation, enhances social impact and builds community support. All of those things are key components to operating responsibly and effectively to best position the lottery to meet its mission to generate revenue. Our players play because they want a chance to win. Knowing what their play supports is an added benefit and is sometimes the difference maker when deciding where their entertainment dollar will be spent.

Since the first modern U.S. lottery began in New Hampshire in 1964, American lotteries have generated nearly $645 billion for their beneficiaries. In fiscal year 2024 alone, 46 U.S. lotteries raised more than $30 billion for the good causes they support. To the north, Canadian lotteries have raised more than C$86.7 billion for their beneficiaries since 1970, and in FY24 alone, generated over C$3.3 billion.

These are astonishing figures – especially when you consider how deeply those funds have been woven into the fabric of our communities. They show that lotteries play a meaningful role in supporting public programs and contributing to community services. But that impact is only as powerful as our ability to communicate it.

For lotteries with specific, visible beneficiaries – like students receiving scholarships or seniors benefiting from meal programs – the messaging is often more straightforward. But for those whose funds support general budgets or a wide array of government services, the narrative can be more challenging to tell. Still, our industry has proven time and again that it is nothing if not creative.

You’ll see some of that creativity in this month’s focus on beneficiary awareness strategies and campaigns. Perhaps you’ll find ideas you can adapt for your own jurisdiction.

As the industry continues to grow and evolve, strengthening our beneficiary messaging remains a vital part of our collective mission. It’s not just about where the money goes – it’s about making that story visible, relatable, and meaningful to the people we serve.

Harold Mays

NASPL President

Director, Illinois Lottery