30 Jun 2021
Who plays charity raffle?
The COVID-19 pandemic has resulted in a renewed focus on prize-led fundraising to raise money for charities.
The value-exchange model – that is, the chance to win something in return for their support – is appealing to existing and new supporters. One of the most traditional forms of prize-led fundraising is charity raffle fundraising, which has continued to perform for UK charities for over 30 years!
In fact, 18 of the top 25 UK charities (as of August 2020) offer raffle as part of their fundraising mix:
But which types of supporters actually play a charity raffle, and why is this important?
Understanding the type of audience playing raffle means we can build better relationships with them.
As a fundraiser, you’re constantly looking for ways to increase return on investment for your fundraising products. One of the best ways of doing this is by knowing who you’re talking to and talk to them in a way which they like.
This sounds simple, but often charities are left in the dark as to who their supporter groups actually are!
Understanding your donors’ needs and motivations will build lasting relationships. You can build a picture of your supporters by carrying out simple exercises internally (read more on this in our blog “Get to know your supporter personas for long-term benefits”).
Woods Valldata have also compiled a report exploring charity raffle and weekly lottery player personas, which is free to download for UK charities. We used Experian’s Mosaic classification to bring some context into these personas:
We’ve also included some of the highlights below, but for a more detailed explanation, why not watch our Raffle and lottery player persona webinar?
3 key traits of charity raffle players:
1. Charity raffle players are older and more affluent
Compared to other individual giving products such as weekly lottery, cash appeals and regular giving, those who engage in charity raffle fundraising initiatives tend to be older and more affluent.
Using Experian’s Mosaic classification we can see that they over index compared to these other forms of giving in the following:
- Senior Security: Elderly people with assets who are enjoying a comfortable retirement
- Prestige Positions: Established families in large, detached homes, living upmarket lifestyles
- Country Living: Well-off owners in rural locations enjoying the benefits of country life
2. Charity raffle players like gardening, homes, TV drama and travel
Knowing the kinds of interests that charity raffle players have will help us gain their interest more. These personas are generic based on an amalgamation of multiple charity player types.
Your charity is unique, and it is worth understanding your specific player types to ensure you find the right way (and the right things) to attract them.
3. Target audiences are younger, aged 36-45
From the persona work we conducted, we can see an opportunity for targeting a younger age range of between 36 and 45 years old; specifically to aspiring families who live well despite their large mortgages. They are comfortable with technology – using smartphones, uber and games consoles.
Unlike the traditional aged 66+ raffle player, they’re more likely to donate online, so digital play would be attractive for them. Omni-channel approaches to raffle are therefore becoming increasingly important where digital and direct mail work closely together.