50/50 Landing Pages Overview

Ascend’s Customer Success team works directly with our clients to implement their branded website for their lotteries.

To develop your branded site, we will need to collect pre-approved content and text. We developed this with our clients input to minimize the number of revisions needed for final approval. 

Ascend will need the following information to be able to start building the site:

Copy

Campaign Headline	2 lines, up to 30 characters maximum.
Who You Help	Copy about your foundation's mission and what the funds are being raised for. Text should be less than 210 characters and up to 3 sentences.
Rules	Branded and proofread .pdf document listing the terms and conditions that govern the raffle, including a lottery license number (where applicable). The pdf. document will be uploaded to the site, no edits will be made.

Tips

When thinking about the copy for lotteries, the foundational piece is that lottery marketing is different to fundraising. Unlike fundraising, the fact that their funds are going to the charity is enough justification and the real tipping point for commitment is the growing jackpot and the sales deadline. In addition, lottery marketing is fun, celebratory and very transactional. Think of lottery marketing similarly to event marketing, what is in it for them and how will it be fun? 

• The role of the landing page is to convert to sale from the early bird prize and deadline, and the jackpot and final deadline. By the time buyers arrive, they are sold on the cause and lottery so goal is to convert to sale. 
• Prizes and deadlines are the most important. aspects.
• Words like "winning", "win", “prize”, "winner", "jackpot", etc. 
• Traditional fundraising terms such as “support” or “help” are not exciting enough for lottery. 
•  At the start of the campaign the guaranteed jackpot amount is important, with early bird information almost but not quite of equal importance.

Hero Image

Theme	Relevant to encourage participation and educate about the foundation
Choice	Provide up to 3 images options
Orientation	Only landscape will be accepted. Portrait images cannot be used.
Size	1920 pixels wide x 1080 pixels tall
Quality	110dpi or higher resolution

It is important that all primary elements of the hero image stay within our safe space guidelines otherwise they may be cut off due to resizing for mobile devices and/or overlapped by other elements on the site. 

Payload also supports statis images. These images are 1920 x 1080 px, and do not need to follow safe space requirements.

There are three different styles of hero banners the site can have. 

• Style 1: Recommended image size: 850 × 580 pixels 
• Style 2: Recommended image size: 1920 × 530 pixels (skinny banner) 
• Style 3: Recommended image size: 1920 × 1080 pixels

Logos

Types	Foundation Logo, Raffle Logo, Sponsor Logo
File Format (any one)	- SVG or EPS with transparent background - High-resolution PNG with transparent background
Orientation	Horizontal logos are preferred over stacked vertical versions
Size	700px wide x l00px tall
Quality	110dpi or higher resolution

Colours

Each landing page section can be customised using its own colour group. This allows content areas to feel visually distinct while still maintaining a cohesive branded experience across the website.

Please provide:

• Main Colour 
• Secondary Colour 
• Highlight Colour 

All colours should be supplied as HEX values (eg.  #FFFFFF)

That format keeps it concise, professional, and easy for clients/content editors to follow.