Surveys show that the Swiss donate more money than average to good causes, and they do so because it makes them feel good.At the same time, many Reformists no longer wish to pay church tax and are leaving the Reformed Church. This is understandable because they have no idea about all the good things the Church does with their tax.The aim: the Reformed Church should show that its projects help so many people that we can have a good feeling too when paying church tax.

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.

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 ‘feel-good’ factor is the main reason the Swiss donate money and thus an important argument for supporting the Church.The Reformed Church has a problem: its own members are no longer aware of the good causes it supports anymore. It therefore needed a popular approach to make as many people as possible curious and to present the projects.

The Reformists often hold street promotions, meaning the scratch cards could be distributed cheaply. Many people were able to check their prize code on the spot on Reformists’ notebooks.This unusual approach made even the media curious: the equivalent media spend was 300,000 francs.