Discover how organisations like yours have transformed their operations and achieved remarkable outcomes with our solutions.
What began as a deliberate decision to rethink how charity lotteries were built has become one of the most powerful fundraising stories in the UK. From day one, the Veterans Lottery committed to two bold shifts that changed everything: a digital-first approach to winning supporters and a £10-a-month model designed for long-term commitment rather than short-term gain. Behind the scenes, the software platform enabled those digital campaigns to scale, adapt and perform at pace, while the Bee Ethical team evolved the technology in real time to support its rapid growth. Today, with more than 165,000 players and around £20 million generated annually, it is the most successful single-cause lottery in the country and the third biggest lottery overall. Its growth did not just scale participation. It reshaped what modern, sustainable fundraising could look like. This case study reveals how that transformation happened and why its foundations continue to shape what is possible next.
The Veterans Foundation looked to launch a £10-a-month lottery to build predictable, long-term income.
But most lottery systems were built for low cost weekly ticket sales, with limited digital capability, insight, and integration with internal reporting and finance processes.
Partnering with Bee Ethical, we built a platform designed for a £10-a-month digital subscription model chosen by the Veterans Foundation.
We created simple online journeys, optimised landing pages for campaigns, and connected the system with the Foundation’s finance and reporting processes.
We also supported ongoing optimisation through testing, tracking acquisition cost and lifetime value, and real-time reporting.
Like hundreds of UK sports clubs, Oundle Town FC faced mounting financial pressures threatening their ability to maintain facilities and build a new clubhouse. Traditional funding routes were insufficient to meet their needs.
Implemented the #DoYourBit campaign powered by BeeSMART lottery platform, encouraging supporters to contribute £10 monthly while framing each act as ‘doing their bit’ to protect the club. The platform handled compliance, payments, and supporter care with zero admin burden.
BeeSMART lotteries give every supporter the power to make a real, lasting difference. #DoYourBit is about uniting communities to protect the clubs and facilities they love, one ticket at a time.
This case study explores how the East Anglian Air Ambulance team partnered with Bee Ethical to strengthen their fundraising, modernise their lottery operations, and create a more reliable, supporter-friendly experience. It highlights the challenges they were facing, the solutions introduced through our technology and support, and the measurable impact delivered as a result. Through this real-world example, you’ll see how streamlined systems, clear insight, and consistent supporter journeys can unlock growth for organisations across the sector.
East Anglian Air Ambulance (EAAA) has run its lottery for over 20 years and it remains a key source of income. For the last decade it was managed in-house using a legacy system, but it began to fall behind modern expectations. The team faced growing operational and compliance risks, including data protection controls, manual data handling due to no CRM integration with Microsoft Dynamics 365, duplicated updates across two databases, and manual uploading of website sign-ups. Reporting required staff to log out of the system, and past crashes created risk during key tasks. Spreadsheets, access issues, and an in-house server increased workload, cost, and downtime risk.
Bee Ethical provided EAAA with a modern, cloud-based lottery platform to replace their in-house system and reduce operational risk, manual work, and compliance pressure. Following a structured discovery process with EAAA’s IT, fundraising, and operations teams, we mapped data flows, confirmed requirements, and built an integration with Microsoft Dynamics 365 to remove duplicate databases and manual data transfers. We managed the full migration and onboarding, including data housekeeping, configuration, testing, and a phased rollout, with regular catch-ups to adapt as needs evolved. ComBee now provides stronger reporting, clearer insight into player behaviour, reduced admin, and more confidence in compliance.
"What gave me confidence was how they approached the whole project - not just selling a system, but really working with us to get it right. They weren’t afraid to challenge us in the right places, and that made all the difference."