RSLQ 2021 Annual Report

77 RSL Queensland Annual Report | 2021 FUNDING OUR FUTURE A s RSL Queensland helps veterans achieve the quality of life their service deserves through a range of support services, we’re underpinned by what we believe is Australia's biggest charitable lottery business. The RSL Art Union provides a secure source of funding to support our services. To ensure we not only maintain our revenue, but increase it to sustain our growth, there is a significant and complex operation behind the lottery. Learning from the challenges of the previous year and building on recent successes, the RSL Art Union achieved some key results in 2021, including: • Offering Australia’s largest ever prize home draw, the Golden Treasure, valued at $10 million. The opportunity to win an entire apartment complex plus gold attracted 648,823 customers to the draw • Launching the second product in the RSL Art Union’s long history, Win-Win, with more than 3,000 customers participating over a six-week period • Delivering the RSL Art Union’s first Customer Lifetime Value Analysis, which considered the value of customer segments over time and sales channel profitability, with the aim of maximising the funding that is returned to RSL Queensland • Achieving an increase of 12.7 per cent in the VIP Club member subscription program, in the second full year of the RSL Art Union’s restructured Customer Value Proposition for the program. This year, the effects of the pandemic were felt less, but certainly still had an impact on the RSL Art Union’s operations. Ticket sale kiosks in shopping centres were impacted by government- imposed restrictions and lockdowns throughout the year, and it was challenging to re-establish this important sales channel after each temporary closure. Annual Highlights Funding Our Future “We’ve reached our financial goals earlier than expected, which means we’re able to put more funds back into growing the service delivery for veterans. We’ll also now re-evaluate our plan for the coming years so we can maximise our revenue opportunities.” TRACEY BISHOP General Manager RSL Art Union Australia’s largest ever prize home draw