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Robert Downey Jr online raffle raises $2m for UK children’s hospice

Robert Downey Jr online raffle raises $2m for UK children’s hospice

The online raffle featuring the prize of a movie premiere evening in Los Angeles with actor Robert Downey Jr has raised a record-breaking $2,048,605 gross for Julia’s House, the Dorset and Wiltshire-based children’s hospice.

This is the most successful fundraising campaign yet run on the ‘celebrity experience’ fundraising raffle site Omaze.

After campaign, merchandising and currency transaction charges have been deducted, the charity will receive between £950,000 and £1 million.

The Robert Downey Jr campaign on Omaze ran for a month, starting on 2 March.

UK Fundraising asked the charity’s CEO Martin Edwards about the campaign and why it was so successful. He said:

“Interestingly, although there was strong support from mainstream and entertainment media, almost all the marketing driving the sales was online, especially through Robert’s own Facebook page (24 million likes).

“His team posted regular updates and promotional messages, including ‘chance to win other goodies if you enter now’ type promotions, and a film about the Julia’s House children, in the last few days to maximize interest. You can still see these on his page”.

 

He described the campaign as “brilliant and somewhat surreal”, adding that it was “great news for the new Wiltshire children’s hospice”.

$2m reached! You guys amaze me. Now let’s do this Downey-style and blow the roof off the joint. Keep donating with me to show Julia’s House what we’re made of! #goodcause –> http://bit.ly/WE-DID-IT

Posted by Robert Downey Jr on Monday, 6 April 2015

 

Here was RDJ’s pitch at the beginning of the campaign:

 

Howard Lake is a digital fundraising entrepreneur. Publisher of UK Fundraising, the world's first web resource for professional fundraisers, since 1994. Trainer and consultant in digital fundraising. Founder of Fundraising Camp and co-founder of GoodJobs.org.uk. Research massive growth in giving.

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