How to host a virtual raffle

Virtual events, having grown in popularity due to the pandemic, show no signs of slowing down now the world has re-opened.  

Aside from generating much-needed revenue through fundraising, virtual events can be an essential resource for charities because they are cost-efficient, require little maintenance, and they capture audience information. 

Preparing for a virtual raffle doesn’t have to be a challenge. In this article, we’ll show you the simple steps for planning and creating your own raffle, the technology you’ll need, and how to comply with gambling regulations.

Planning your virtual raffle

The first step is to decide whether your virtual raffle is paid or free to enter.  

According to the Ultimate Guide to Running a Virtual Raffle, from digital fundraising experts Donr, a free draw is the simplest way to host a raffle. They are easy to organise and it does not need to be registered with the Gambling Commission or your local authority.  

Though the raffle is free to enter, you can still raise money for your charity by asking entrants for a voluntary donation. Although it is possible that some participants won’t donate, but in Donr’s experience, around nine in ten will.  

Raffles that cost money to enter, or lotteries, on the other hand, require compliance with local councils. Licenses need to be obtained – these can vary in cost but are not usually prohibitive. Different types of licenses allow charities to raise certain amounts. 

 
For example, a small society lottery license costs £40 and will allow raffles up to £250,000 over the course of the year. You’ll also need to pay a £20 renewal fee after the first year.  
 

The main benefit of running a lottery is that you are guaranteed some level of income from the entries. But with licenses to obtain, they tend to be more costly to organise so may in fact reduce the funds raised in the long-term.  
 

There are other practical considerations to take into account. You’ll need to consider how you will promote the raffle, how you will share tickets (via text, for example), and how you will keep track of ticket sales to ensure each ticket is unique.  

Technology partners like Donr can help with this side of your raffle - all you need to do is set it up and think about your prize!

Choosing an exciting prize 

Naturally, exciting prizes motivate raffle ticket sales. Charities need to think creatively, as prizes can draw in audiences not only during the event, but afterwards as well. 

But your prize does not have to break the bank. Start simple by thinking about what appeals to your audience.

The Ultimate Guide suggests dog rescue charities might offer a doggy hamper as a prize, since large parts of their audience are likely to have a dog of their own.  

Other top tips for prize sourcing are:  

• Make use of your networks: Engaging with charity trustees is a great start, as many senior leaders may be willing to donate rare prizes 

• Ask corporate partners for donations: Many charities already have existing relationships with businesses who may be able to provide in-kind gifts or donations 
  
  
• Check out Charity Escapes: Charity Escapes match companies willing to donate prizes to charities hosting fundraising raffles. Some charities have been able to offer cars and holidays as prizes through working with Charity Escapes
  
  
• Consider bespoke experiences: Offering specially-curated volunteering experiences, for example, can be an authentic way for charities to offer prizes at little cost 
  
  
• Offer cash prizes from charity proceeds: Cash prizes, like those offered by RNIB, attract larger audiences. Cash prizes can be off-set with ticket sales 

Think about your marketing materials, too. If you already have branded products, plush toys, or stationery, add those to the raffle draw as well.  

For charities with retail outlets, offering vouchers is another way to entice audiences at minimal cost.

Generating interest in your raffle 

Much like any other virtual event, charity digital marketing teams should get the word out on the virtual raffle as soon as possible.  

Generating interest in the virtual raffle includes posting adverts consistently on Twitter, Instagram, and Facebook. Make sure to mention where proceeds are going and what the prizes are. 

Note that, for paid-to-enter lotteries, you will need to notify social media networks before promoting, in compliance with the Gambling Commission’s rules for social media advertising and fundraising. 

You can also promote your raffle via text message. According to Donr, text messages have a 98% open rate so this is a great way to get more eyes on your raffle and hopefully more entries to boot! 

You can also try partnership marketing – reach out to your charity ambassadors and people who have donated prizes to promote the raffle on their own channels too.

Drawing on the big day 

As the big day for drawing prizes nears, it’s time to think about how it will take place. 

Many charities might opt to generate last-minute sales by livestreaming. YouTube is a great place to host charity raffle events. With the livestreaming option, charities can draw winners as part of their digital strategy or event. 

The Teenage Cancer Trust uses YouTube as part of their livestreaming digital campaign. The charity’s YouTube channel broadcasts live music and shows to those who donate. Online raffle tickets have been sold to audiences to gain access to The Cure’s full performance, for example. Once the show is over, the online raffle’s winners are announced a few days later. 

For charities who don’t want to organise an event around the winners, they can be drawn at random. Online sites like Random Picker ensures that the draw is impartial and done at random.

Reporting the winners 

Don’t be afraid to get creative when reporting your winners. If you’re revealing the winner during a live event, why not send them a text message notifying them during the event? Or if picking the winner in advance, film their reaction when you tell them they’ve won. 

This creates content you can use in the future to promote other raffles or just generate some good will around your charity.   

As soon as you’re aware of the winners, tag them in your Twitter, Facebook, and Instagram posts. When your winners receive their prizes, document the event with videos and pictures. Charity digital marketing teams can then recycle the content to promote future raffles. 

Finally, don’t forget to thank participants. During the virtual raffle, the online sales process should have collected contact details. Send personalised thanks and keep their details for future marketing opportunities.