Just a note on the decision to increase the price per ticket. We assumed that most members who buy tickets buy more than one and have a certain budget for the tickets. For example, I usually spend $40 for tickets, so now I'll get 4 or 5 tickets instead of 8. We think that the gross revenue will be about the same, if not better, as previous years but the number of tickets sold will probably be less which means that your odds of winning will be roughly the same. 3k tickets sold at $5 ea or 1.5k sold at $10 ea gives us the same revenue and the same odds of winning, again assuming that each member spends about the same amount as in previous years. We also think that the FJR as the prize will provide the incentive to boost sales to offset what we'd lose from not having a mass mailing, plus we'll also be ahead $2k from the postage saved.
Just because "it's always been done this way" isn't justification enough to not try something different. If it were, we wouldn't have the horseless carriage, electricity, indoor plumbing or the internet and smartphones.
I guess we'll see what happens. Not the end of the world if it doesn't pan out, and as Jim mentioned earlier, at the end of the day someone will be able to say, "I told you so."
- Choon