Supporting fresh millionaires
'Becoming a multi-millionaire in just a split second can be quite overwhelming…'
- Our stories
As Postcode Lotteries we are well known for our big cheques and Millions prizes. But taking good care of our winners is as important as handing over the cheque. That’s where and when the winner liaison officer comes in.
Photo: Retiring winner liaison officer Bea Post on live television. She was the winners ‘go to-person’ for over 30 years.
33 Years ago saw the launch of the Nationale Postcode Loterij in the Netherlands. Internet was non-existent just as social media and mobile phones were. Bea Post joined as the second team member. Only a few years later the first Millions prize was won. The ceremony was presented by a famous TV-host and shown on live TV.
'A life-changing event'
Bea was also there and immediately established the need for a winner liaison officer: “Winning millions is a life-changing event. You can’t just ‘drop the cheque and leave’. We feel we have a duty to take care of our winners.”
Bea: "After my first few Millions award ceremonies, I was a bit disappointed, to be honest. I had expected people to erupt in joy, as if confetti would rain down from the ceiling. While most winners were indeed happy, they were also overwhelmed.
"Consequently, after the rest of the crew had left, I stayed back to engage in more conversation and gave them my phone number. The winners began calling me, sometimes just to confirm, 'So, it's really true that I won millions?' and often with various financial questions that I couldn't answer adequately."
Free and independent financial advice
It was decided that Bea would become the first 'winner liaison officer,' and as part of this role, all million-euro prize winners are offered free and independent financial advice from an accountant during the first year after winning. This service is still something we offer to big winners three decades on. "It's crucial to establish a plan: do you want to live rich, die rich... or both?"
Former winner liaison officer Bea Post on location during a winners event
Although times have changed over the last three decades and winners now have easier access to various financial information, the fundamental needs of winners have remained the same. Bea says, 'Winners want to do 'the right thing,' but even with a few million euros, it's impossible for them to please everyone."
"Winners have questions like whether to continue working or retire. And if they choose retirement, what will the neighbours think? Also, they doubt whether to move house. I always tell them: 'It's only money. Do what makes you happy.' As a winner liaison officer, you become a part of their family, at least for a while, and sometimes even forever." Bea still maintains contact with a winner who won the first 'Postcode Kanjer' 26 years ago. Also, she has attended weddings of old winners.
Part of a very special family
"In many ways, Postcode millions-winners become part of an extraordinary and unique family. Apart from their neighbours, few can truly understand how it feels to win, except those who have won before them. At the Postcode Lotteries, we take it upon ourselves to care for our winners, offering guidance and facilitating connections with other winners. They come together at our annual Postcode Millionaires Day, a joyful occasion where winners know they are among kindred spirits."
A new winner liaison officer
For many years, Roel Eleveld has been a constant presence at events and major prize ceremonies, assisting Bea. Starting this year, following Bea's retirement, he has taken on the role of winner liaison officer for Nationale Postcode Loterij and VriendenLoterij in the Netherlands. Also, Roel has been with the Postcode Lottery for over 30 years and possesses a deep understanding of the organisation.
New winner liaison officer Roel Eleveld has been with the loteries for over 30 years
Roel: "Winners are our most genuine and vital ambassadors, so ensuring they feel acknowledged, heard, and content at our lotteries is a crucial responsibility. We help our winners maximise their winnings and provide assistance when media requests for winner interviews arise. We like to share their stories and their plans for their winnings, and show how winnings makes a difference."
Press-liaison and ‘media magnet’
The winner liaison officer, often referred to as a 'press-liaison' and 'media magnet,' plays a crucial role due to their close connection with the winners. The press frequently seeks contact with the liaison officer because every media outlet loves a compelling winner story.
The winner liaison officer is not only well-acquainted with the winners but also understands which winners are willing to collaborate with the press to share their stories, particularly those with something more special in mind for their winnings. This officer serves as the bridge between supply and demand, connecting external and internal parties.
In the Netherlands, Bea herself has garnered significant attention in her former role as winner liaison officer. She is considered an expert in winning and understanding winners. Bea emphasises, "A happy winner is the best PR ambassador a lottery can have." She underlines the impact of a content winner, stating, "A quote from a happy winner sells tickets, which will in the end lead to more money raised for charity." Amen to that.
Both Bea and Roel know the Lotteries inside and out: team day Nationale Postcode Loterij 1999