Omaze
{{Short description|For-profit fundraiser}}
{{multiple issues
|{{Advert|date=March 2021}}
{{primary sources|date=April 2021}}
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{{Use dmy dates|date=April 2025}}
{{Infobox organization
| logo = File:Omaze logo.svg
| formation = {{start date|2012|9}}
| purpose = Charity Fundraising
| headquarters = Altrincham, England
| key_people = {{ubl|Matthew Pohlson (CEO)}}
| name = Omaze
| founder = {{ubl|Ryan Cummins|Matthew Pohlson}}
| website = {{URL|omaze.com}}
}}
Omaze is a for-profit fundraising company that partners with charities in fundraising events. To enter the draw for the prizes, financial contributions were encouraged, with 15% to 60% of the money going to the partner charity.{{cite news |title=Celebrity-backed charity platform launches in the UK — with a £1m house giveaway |url=https://sifted.eu/articles/omaze-uk/ |access-date=29 January 2021 |work=Sifted |date=12 May 2020}}{{Cite news|last=Pohlson|first=Matt|date=9 September 2020|title=Purpose At Work: How Omaze Reinvented Philanthropy To Unlock Exponential Growth And Impact|work=Forbes|url=https://www.forbes.com/sites/simonmainwaring/2020/09/09/purpose-at-work-how-omaze-reinvented-philanthropy-to-unlock-exponential-growth-and-impact/#4850d450ce80|access-date=9 September 2020|issn=2609-1445}}
The company was founded by Charlie Cummins and Matthew Pohlson in 2012{{Cite news | title = Win Once-in-a-Lifetime Experiences that Raise Money for Charity at Omaze | author = Jansen, Monika | work = Tech.Co | date = 22 August 2011 | access-date = 6 September 2015 |url=http://tech.co/once-in-a-lifetime-experiences-charity-omaze-2011-08 }} in Los Angeles, California, United States. The company has raised over $130 million{{Cite news|last=BERNSTEIN|first=JILL|date=10 March 2020|title=Meet the for-profit business model that's raised over $130 million for charities|work=Fast Company|url=https://www.fastcompany.com/90457667/omaze-most-innovative-companies-2020|access-date=10 March 2020|issn=1085-9241}} for over 350 charities, including UNICEF,{{Cite news|url=https://www.theguardian.com/voluntary-sector-network/2015/dec/16/organisation-helping-star-wars-become-force-for-change|title=How my organisation is helping Star Wars become a force for change|last=Cummins|first=Ryan|date=16 December 2015|work=The Guardian|access-date=23 August 2017|issn=0261-3077}} After-School All-Stars,{{Cite news|url=http://www.tubefilter.com/2015/05/15/arnold-schwarzenegger-omaze-after-school-all-stars-blow-sht-up/|title=Arnold Schwarzenegger Wants You To Blow Sh*t Up For Charity|date=15 May 2015|work=Tubefilter|access-date=23 August 2017}} Julia's House,{{Cite news|url=https://www.bbc.com/news/uk-england-wiltshire-32203837|title=Robert Downey Jr raffle raises £1m for Julia's House hospice|date=7 April 2015|work=BBC News|access-date=23 August 2017}} Product Red,{{Cite magazine|url=https://www.rollingstone.com/music/news/watch-u2-offer-private-concert-make-song-puns-for-charity-w459031|title=U2 Offer Private Concert, Make Song Title Puns for Charity|magazine=Rolling Stone|access-date=23 August 2017}} and Make-A-Wish Foundation.{{Cite web|url=http://comicbook.com/marvel/2017/06/13/stan-lee-tribute/|title=Stan Lee Tribute Event Announced|website=Marvel|access-date=23 August 2017}}
While initially founded in the United States, the company paused operations in the country as of 2023 as a commercial decision, though it remains active in the United Kingdom.{{cite web |title=Omaze How Does it Work |url=https://www.telegraph.co.uk/money/omaze-how-does-it-work-and-what-are-your-chances-of-winning/#:~:text=However%2C%20Omaze%20paused%20operations%20in,properties%20worth%20over%20%C2%A340m. |website=Telegraph |access-date=3 June 2025}}
Contests
Omaze offer sweepstakes, often accompanied by celebrity endorsements. Entrants are encouraged to contribute financially to the cause, with the amount given determining the number of sweepstake entries that the person receives.{{cite news |last1=Conway |first1=Jeff |title=Omaze Promotes Optimism This Holiday Season With The Help Of Charlize Theron, Ben Affleck And Matt Damon |url=https://www.forbes.com/sites/jeffconway/2020/12/03/omaze-promotes-optimism-this-holiday-season-with-the-help-of-charlize-theron-ben-affleck-and-matt-damon/= |access-date=30 January 2021 |work=Forbes |date=3 December 2020 |language=en}}{{dead link|date=January 2022|bot=medic}}{{cbignore|bot=medic}}
Sweepstake systems such as Omaze include a "no purchase necessary" clause to avoid being classed as a lottery.{{cite news |last1=Lindsay |first1=Jessica |title=House raffles: Legit way to get on the property ladder or filled with loopholes? |url=https://metro.co.uk/2021/04/17/house-raffles-legit-way-to-get-on-the-property-ladder-or-filled-with-loopholes-13467936/ |access-date=22 July 2021 |work=Metro |date=17 April 2021 |language=en}} In the US, participants could select an "enter for free" option to receive 2,000 entries at no cost.{{Cite web|url=https://www.omaze.com/pages/rules|title=Official Rules|website=Omaze|access-date=15 November 2020}} In the United Kingdom, participants may submit a postal entry with no fee.
Omaze released their first sweepstakes in July 2012, with the winner becoming a judge on Cupcake Wars and all entries supported Team Rubicon.{{Cite web|url=http://cupcakestakethecake.blogspot.com/2012/07/omaze-contest-be-backstage-judge-on.html|title=Omaze Contest: Be A Backstage Judge On Cupcake Wars!|website=Omaze Contest|access-date=28 July 2017}}
In December 2015, Omaze partnered with Star Wars where people donated $10 to be entered to win the opportunity to visit the closed set of Star Wars: The Force Awakens. The experience raised more than $4.26 million to benefit UNICEF.{{Cite news|url=https://www.theguardian.com/voluntary-sector-network/2015/dec/16/organisation-helping-star-wars-become-force-for-change|title=How my organisation is helping Star Wars become a force for change|last=Cummins|first=Ryan|date=16 December 2015|work=The Guardian|access-date=28 July 2017|issn=0261-3077}} The experience launch video was a 2016 Webby Award Honoree.{{Cite web|url=https://www.webbyawards.com/winners/2016/|title=2016 {{!}} The Webby Awards|website=webbyawards.com|access-date=28 July 2017}}
In January 2023, Omaze paused operations in the United States.{{cite news |last1=Welch |first1=Andy |title=Too good to be true? What it is really like to win a £3m dream home |url=https://www.theguardian.com/lifeandstyle/2023/apr/04/too-good-to-be-true-what-it-is-really-like-to-win-a-3m-dream-home |access-date=30 September 2024 |work=The Guardian |date=4 April 2023}} This came soon after a large layoff of Omaze employees. On 9 December 2022, Omaze laid off 103 employees.{{cite web |url=https://data.usatoday.com/see-which-companies-announced-mass-layoffs-closings/omaze-inc/ca-2223-00488/ |website=usa today |title=Omaze, Inc. - Layoffs/Closings }}
Model
Omaze started as a privately owned, for-profit company that had two models to raise funds for charities. Sweepstake entries for a celebrity experience see 60% of the money donated to charity, 25% towards fees and Omaze's costs for advertising and creating content for the event, and 15% to Omaze as profit.{{Cite web|url=https://www.omaze.com/pages/about-us|title=What is Omaze? About Us & How We Help People In Need|website=Omaze|access-date=30 June 2019}}
For prize-based experiences, 15% went to the charity, 70% to sourcing and shipping the prize, covering the winner's taxes, processing credit card fees, and Omaze's costs in marketing and creating content for the experience, and 15% to Omaze in profit.
Omaze in the United Kingdom
Omaze draws in the United Kingdom are run by Omaze UK Limited, which, according to their financial statements, is a wholly owned subsidiary of Omaze Inc.{{cite web |title=Omaze UK Limited |url=https://find-and-update.company-information.service.gov.uk/company/12056935 |website=Companies House |access-date=9 June 2024 |language=en}}
In the United Kingdom, Omaze currently gives 17% of total sales to the charity partner, with a guaranteed minimum of £1 million.{{cite web |title=We're giving more than ever before |url=https://omaze.co.uk/blogs/news/we-re-giving-more-than-ever-before |website=Omaze UK |access-date=9 June 2024 |language=en}} Prior to the Somerset House draw in November 2023, Omaze UK gave 80% of the net profit from a sweepstake to the charity, after deducting the cost of the prize and marketing, and took 20% as its profit.{{cite web |title=Your Frequently Asked Questions, Answered |url=https://omaze.co.uk/pages/faqs |website=Omaze UK |access-date=22 July 2021 |language=en}}
The company launched its first campaign in the United Kingdom in 2020. Each account on Omaze UK is limited to £500 of entries per calendar month.