By Phillip Gerrish, Marketing Services Manager | May 2025 |
When charities consider launching or growing a lottery, a familiar concern often arises: “Aren’t lottery players just in it for the money?”
It’s a common belief that prize-led fundraising attracts “low value” or “transactional” donors who care more about winning cash than supporting a mission.
But this assumption is arguably outdated and inaccurate.
In reality, charity lottery players are among the most loyal, emotionally engaged, and mission-driven supporters. Because of this, lottery players often have untapped fundraising potential.
The majority play to support the charity
Many studies including sector surveys, and internal charity data shows that:
Most players say they play “to support the cause,” not to win the prize.
For example, in a recent survey of charity lottery players:
- Over 67% said the main reason they played was “to support the charity”
- Only 24% listed “winning a prize” as their primary motivation
This doesn’t mean they don’t enjoy the prize element. But it’s the feel-good factor, the sense of doing good while playing, that keeps them engaged long-term. Lottery is often called ‘incentivised giving’.
Winning is rare. Loyalty is common.
If players were truly only in it to win, you’d expect them to drop out quickly after losing a few draws. While some do, those who stay become loyal, long-term supporters.
- Many charity lottery players stay active for years – around 5.2 years on average
- Retention rates often rival or exceed those of regular giving programmes
- Long-term players stay even when they never win a single prize
This tells us something important:
The relationship with the cause, not the odds of winning, is what sustains participation. The chance to win is an extra hook valued by your players, but not their main motivation to keep playing.
They read the stories. They know the impact.
When charities share impact stories, case studies, or campaign updates through their lottery mailings and emails, people engage.
Open rates on lottery newsletters are often higher than general supporter comms, and anecdotal feedback shows players care about how their money helps.
In fact, many charities find that lottery supporters convert to other forms of giving, such as:
- Appeals and emergency campaigns
- Volunteering or fundraising
- Leaving a legacy gift
Lottery players are not casual participants. They’re loyal supporters who happen to enjoy a fun giving format.
They talk like donors, not gamblers
Read the testimonials and letters from lottery supporters and a pattern emerges:
- “I love playing because I know I’m helping a good cause.”
- “Even if I don’t win, I know my money is doing something useful.”
- “I play in memory of my mum who was cared for by your hospice.”
These aren’t the voices of speculative gamblers. These are donors often with personal connections to the cause who have chosen a joyful, rewarding low-cost way to support something they believe in.
The charity lottery experience builds belonging
Done well, a charity lottery is not just a fundraising tool, it’s a community experience:
- Regular retention emails or newsletters reinforce the mission and impact
- The weekly draw creates rhythm and continuity
- Cause familiarity and trust builds through repeated, positive contact
Over time, this creates a feeling of belonging. Many players identify as “part of the charity” in some way, even if they don’t use other donation methods.
Lottery is not transactional, instead we’d say that it’s relational.
So why does the myth persist?
It’s partly cultural. We tend to associate lotteries with national, high-stakes games where people chase life-changing money. But charity lotteries are different.
- Lower ticket prices
- Modest prizes
- Clear social purpose
The core motivation isn’t greed, it’s generosity wrapped in fun.
Sometimes internal teams underestimate lottery players because the giving is disguised as play. But in your lottery you’ll find some of your most consistent, engaged, and mission-aligned supporters.
Reframing the conversation
Charity leaders and fundraisers should stop thinking of lottery players as "just prize-led" and start recognising them as:
- Regular givers, who have chosen to support in a fun way
- Loyal donors who value trust and reward
- Legacy prospects in waiting
- Brand ambassadors in the community
They give because they care. The prize is the hook, the incentive, the cherry on top.
Ready to rethink your lottery?
At Sterling Lotteries, we help charities design lotteries that deepen connection, build loyalty, and highlight impact, so players feel valued, seen, and part of something bigger.
Because your lottery isn’t just about prizes, it’s about supporters who care.
enquiries@sterlinglotteries.co.uk
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About Sterling Lotteries
Sterling Lotteries partners with over 800 charities, providing leading prize-led expertise through responsible, innovative, and engaging weekly lotteries and raffles.
We power seamless player experiences, compliance peace of mind, and support charities running creative campaigns that bring prize-led fundraising to life.
www.sterlinglotteries.co.uk
enquiries@sterlinglotteries.co.uk