The Church started a lottery: the prize was a good feeling worth a total of 30,000 francs.

It started with posters, banners, PR and 600,000 scratch cards. Players received a code and could check it on kirchenglücksspiel.ch. Anyone without a card could scratch online to reveal a code.To their surprise, winners qualified for a sum of money that they could transfer on the website to one of hundreds of church projects, giving them a good feeling.

Losers saw the projects as well and were informed that they too could feel good, because their church tax made all this possible.

The lottery was a regional campaign that attracted attention nationwide. It ran for 21 days in 4 cantons: Zurich, Bern, Aarau and Solothurn.It was played 140,000 times. This is the equivalent of 10% of the Reformists in the target area. On average, people spent 4 minutes looking at church projects.We cannot ascertain whether the number of people leaving the Church could be reduced. However, for once the Church's social commitment was a talking point. The TV, radio and newspaper coverage was equivalent to a media spend of 300,000 francs – or 10 times the campaign’s media budget.