The Rainbow Lottery

Almost five years ago, a lottery exclusively supporting LGBTQ+ good causes, launched in the UK. Founded by Tom Gattos, and his partner David, The Rainbow Lottery was created as a new initiative during the COVID-19 pandemic.

Owing to the absence of a lottery that supports the LGBTQ+ population, Tom and his partner saw a gap in the market. They were playing the national lottery during lockdown when they both felt a deep compulsion to play a lottery that supports their most heartfelt passion. Suddenly, it occurred to them that there’s a lottery for just about everything except the LGBTQ+ community.

Cognizant of the opportunity to raise money for LGBTQ+ groups, they agreed that as a team, they would rise to the challenge and create the nation’s first lottery devoted entirely to supporting LGBTQ+ good causes. Thanks to their zealous passion and unwavering dedication, The Rainbow Lottery sparked a frenzy.

I chose Gatherwell because I wanted to make sure our lottery was in good hands. We’re very happy with them. I’m always amazed by how well it works.”

Tom Gattos, Co-Founder and Managing Director
The Rainbow Lottery

Continuing to grow in strength

Now, nearly five years on, the lottery continues to grow in strength and momentum, and has raised close to £496k for good causes across the LGBTQ+ community. From the Terrance Higgins Trust to local Pride groups, around 224 good causes are supported by over 2,829 active weekly players. The income generated from the lottery creates a sustainable and residual income with 60% of ticket sales going directly to LGBTQ+ causes. This story is a tale of success made possible by one man and his passion to fly the rainbow flag with pride, whilst making a monumental impact.

Creating the lottery wasn’t a simple endeavour. To start a lottery requires upfront investment which requires self funding if you’re not a business owner. As Tom and his partner were retired at the time, it meant sacrificing their life savings which is risky business when you’ve had no previous experience of running a small society lottery

Driven by their dedication and devotion to the LGBTQ+ community, and a passion to succeed, Tom and David started the process. They approached the team at Gatherwell to discuss their ideas and vision, and in June 2021, the eager duo launched a first for the UK – The Rainbow Lottery. Tom is an advertising copywriter. He wakes up at 4.30 each morning to do consultancy work before spending the rest of the day on the lottery. It’s not difficult to notice besides being incessantly devoted, he is also undeniably selfless. During the first two years of building the lottery, the only new item of clothing he bought was a rainbow-coloured shirt.

What we have been able to achieve with Gatherwell is quite unique. No other lottery exclusively supports the LGBTQ+ community.”

Tom Gattos, Co-Founder and Managing Director
The Rainbow Lottery

Helping the LGBTQ+ community to thrive

To promote the lottery, Tom and David invested in magazine and radio advertising, and featured in Attitude, DIVA and on GAYDIO. Tom attends just about every Pride and owes his popular reputation to various media outlets including a fascinating article in The Guardian, and guest appearances on BBC Radio London, and the commentary box at Pride London. During their first year, the lottery was shortlisted for The British LGBT Awards and The Rainbow Honours. Thanks to their lottery with Gatherwell, The Rainbow Lottery has raised much-needed funds to help the community across initiatives including:

• Pride groups
• LGBTQ+ trusts
• Helplines
• Youth groups
• Education and awareness
• Health initiatives
• Victim support
• Safe housing
• HIV support
• Sports groups.

Social media promotion is key

Social media is also a key promotional platform for Tom which has been a primary channel for advertising and amplifying the lottery. However, as a non-profit, they don’t have deep marketing pockets to spend on advertising campaigns. Consequently, Tom has been championing the lottery, travelling across the country to network and spread the word, the good old fashioned way. His promotional ‘roadshow’ has seen leaflets and beer mats distributed in pubs and community centres in London, Brighton, Edinburgh, Birmingham, Liverpool and Manchester. Other cities include Nottingham, Bristol, Cardiff and Glasgow.

Since its launch, the lottery has had a tremendous journey. In Tom’s words: “The Rainbow Lottery is a new life for me, and it’s a life that I’m loving. After all, what could be better than helping people – especially when those people are part of your own community.” Undoubtedly, the Gatherwell team has enjoyed working with Tom and supporting his ideas. Sharing his determination to propel good causes across the LGBTQ+ to greater heights, our team feel dually proud to have been part of this journey from the start.

For Tom and David, it’s been a venture that’s worth every minute and penny invested. Their success is proof that sometimes, one fresh idea – coupled with a lot of passion and determination, is all it takes to make a true impact where it really counts.