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What is Prize-Linked Savings?

Prize-linked savings (PLS) products are an innovative way to help individuals save, linking the fun and excitement of winning to savings. It’s a win-win for consumers – they set some money aside into a special savings account, gain interest and earn chances to win prizes. While there are many prize winners, those who don’t win a prize are winners too because they walk away with the savings they set aside plus earned interest. Prize-linked saving products are an exciting way to engage consumers to save without any risk. Prize-linked savings products have been successful internationally, but the concept has been tested in the United States for a little more than a decade. 

 

Prize-Linked Savings in the United States

 

The idea to test a prize-linked savings concept in the United States came from the research of Peter Tufano, cofounder of CommonwealthDean at Oxford University’s Saïd Business School and former Harvard Business School Professor. In 2006, Commonwealth partnered with Centra Credit Union in Indiana to run a small scale pilot of a PLS product and study the first U.S. based prize-linked savings product. The Centra Super Savings Account offered accountholders a chance to win prizes each month, including laptop computers, mp3 players, gift cards, cash and more. Centra launched the project throughout its 22 branches on January 1, 2007, opened nearly 1,400 Super Savings Accounts and collected over a half million dollars in deposits in the first five months.

 

Building on the success of the Centra experience, Commonwealth, the Michigan Credit Union League and the Filene Research Institute began working in 2008 to launch a large scale prize-linked savings product in the state of Michigan. Unlike many states which require legislative change to offer savings promotion raffles, Michigan’s law already allowed for credit unions to offer them. Commonwealththe Michigan Credit Union League and the Filene Research Institute began designing the Save to Win™ [1] program, the first large scale test of a prize-linked savings program in the United States. 

 

The Save to Win product is designed as a 12-month share certificate that allows for unlimited deposits throughout the year. Only $25 is required to open the account, a low barrier to entry which makes the product accessible to all and attractive to more financially vulnerable consumers. A saver earns raffle entries for every $25 deposited in the account, with a cap on the number of entries per month. This cap helps ensure that individuals who can’t save as much still have opportunities to win. Raffle entries qualify participants for the chance to win cash prizes throughout the year.

 

The Expansion of Save to Win Success in Michigan and Beyond

 

The Save to Win program officially launched in Michigan in January 2009 with eight credit unions participating in the pilot program. By the end of the 2009 pilot year, the program had successfully attracted more than 11,000 account holders with $8.5 million in savings. The number of participants and amount saved demonstrated the possibility of winning, both a large grand prize and small monthly prizes, encourages people to save. The success of the program in its pilot year resulted in an expansion of the program in Michigan and helped motivate legislative change in new states where credit unions can now offer prize-linked saving promotion raffles.  

 

Between 2012 and 2013, Nebraska, North Carolina and Washington offered individual state Save to Win programs. In 2015, Save to Win transitioned from single state programs to a multi-state program that allows many more credit unions to participate in states that have passed PLS legislation, thus giving the ability to reach even more members. As more consumers join the program year after year, statistics reveal the potential of the product to be an effective asset building tool for consumers. 

 

Strong demand exists for the Save to Win program, which is successfully attracting new participants and engaging them in the act of saving. 

 

Year    Number of Accounts Amount Saved (In Millions) Number of States Number of Credit Unions
2009 11,666 $8.6 1 8
2010 21,582 $31.9 1 36
2011 31,513 $48.1 1 58
2012 42,073 $72.2 2 68
2013 50,076 $94.3 4 62
2014 53,589 $115.8 4 58
2015 60,200 $138.1 6 63
2016 67,001 [2] $161.7 [2] 10 92
2017 72,910 [2] $178.1 [2] 11 113

Consumers are building a longer-term savings habit with their Save to Win accounts, with accountholders rolling over their accounts year after year, which suggests the products' stickiness over time. 

Year Account Originally Opened Percent of Accountholders who had open accounts in 2012 and renewed in 2013
2009 96%
2010 85%
2011 79%
2012 71%
Overall 80%

The product is attractive to all, but has features that make it accessible to more financially vulnerable consumers and helps them build savings. 

Financial Vulnerable Consumers in 2013 MI NE NC WA
Non-Savers 45% 42% 52% 61%
Asset Poor 38% 34% 33% 49%
Low-to-Moderate Income 36% 36% 55% 51%
Any FV Indicator 64% 62% 75% 81%

The credit union industry is well suited to incubate and scale a prize-linked savings product, and the collaborative multi-state model (with credit unions pooling together) is important to the growth and scale of Save to Win. There are many benefits for credit unions including reaching new members (approximately 9% of members joined their credit union for the Save to Win product), helping members build assets, deepening financial relationships with members, the ability to cross-sell additional products to more financially secure members and receiving earned media attention.

While the program has been successful in several states, more research and innovation are required to motivate more regular savings in the product and enhance its take-up and stickiness. For more information on the research being done, visit Commonwealth. The following Commonwealth reports provide more insight into the research and findings from the Save to Win Program, as well as insights into product design for PLS products:

 

Save to Win Survey Data Analysis Report 2017

 

Save to Win Impact: 2015 Overview

 

How to bring PLS to your state:

As a result of the success in Michigan, many states throughout the country have expressed interest in amending their laws to allow for prize-linked savings products. The following states have passed explicit savings promotion raffle bills: Alabama, Arizona, Arkansas, Connecticut, Illinois, Indiana, Kansas, Kentucky, Louisiana, Maine, Maryland, Massachusetts, Michigan, Minnesota, Missouri, Montana, Nebraska, New Jersey, New York, North Carolina, Oregon, Rhode Island, South Carolina, Texas, Virginia, Washington and Wisconsin.  

If you live in one of these states, great! Generally, you can work with one of your state credit unions and/or credit union league or association to join Save to Win or develop a different type of PLS product. If you do not live in one of these states, there are still options. You could work to secure legislative change by working with a coalition of financial institutions, asset building non-profits, legislators and other interested parties to amend the law to allow for savings promotion raffles (i.e. PLS products). Or consider other program designs that would allow an organization or financial institution to offer a PLS product without legislative change. For example, several credit unions around the country offer PLS type products using sweepstakes rules rather than raffle rules.


[1] Save to Win is a Registered Trade Mark of Commonwealth

[2] As cumulative account openings and savings totals have not been calculated since 2015, these numbers are estimates based on available data and formulaic calculations based on low-high estimates and historic trends

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