By Phillip Gerrish, Marketing Services Manager | June 2025 |
Charity raffles have long been a dependable way to raise unrestricted income and direct mail remains one of the most powerful tools to drive ticket sales. But as supporter expectations evolve and response rates fluctuate, the charities seeing the best results are those innovating their raffle mailings, not just repeating last year’s format.
In a world of digital-first fundraising, direct mail is still king for raffles but only when it’s done well.
Here’s how leading charities are modernising their raffle mailings to increase response rate, deepen engagement, and drive better ROI.
Why Direct Mail Still Works for Raffles
Despite the rise of digital, direct mail continues to outperform email for raffle ticket sales, especially with older donors. Why?
- Tangibility: A letter feels personal and real. It sits on the kitchen table.
- Ease of response: Many donors still prefer to return a form or send a cheque.
- Emotional connection: A well-told story on paper has lasting impact.
- Perceived legitimacy: A physical pack suggests credibility and care.
Raffles are ideal for direct mail because they offer:
- A clear ask
- A time-limited reason to respond
- A feel-good transaction that blends giving with fun
But that doesn’t mean every raffle mailing works equally well.
The Problem: Many Raffle Packs Look the Same
Too often, charity raffle mailings fall into a repetitive pattern:
- The same format year after year
- The same design, font, and letter tone
- Generic prize lists and impersonal stories
- No tailoring to the recipient
Supporters notice and engagement drops.
To grow income and response, charities need to refresh how they use direct mail in raffles.
- Segment and Personalise the Experience
Not every supporter is the same, so why send them the same pack?
Modern raffle mailings are moving toward personalised messaging, such as:
- More prize messaging for known prize-led responders
- Cause-led stories for regular givers or legacy prospects
- Simplified formats for older supporters
- Digital-first prompts for hybrid supporters (“Go online to enter!”)
Even simple personalisation like using first names, referencing past support, or thanking them for last year’s raffle entry can lift response rates significantly.
Example: A regional health charity saw a 8% increase in raffle income after segmenting mailings by supporter age and engagement level.
- Get Creative with Formats and Enclosures
Charities are now experimenting with:
- Bold, outer-envelope designs that grab attention... it’s about doormat appeal
- Oversized postcards for warm-up or reminder mailings
- Impact leaflets showing how previous raffle funds were used
- Golden tickets, crossword puzzles or fun inserts that gamify the pack
Novelty can boost open rates and reframe the raffle as a fun, exciting event, not just another ask.
Tip: Make sure creativity doesn’t confuse your call to action. Test formats, but keep the core message clear: Enter. Support. Win.
- Lead with Story, Not Just Prizes
Yes, prizes matter but they’re not the only reason people respond.
In charity raffles, many supporters are driven by emotion. That’s why top-performing raffle packs lead with a powerful story, such as:
- A real-life beneficiary whose life was changed
- The impact of the last raffle’s funds
- A heartfelt thank-you from someone the charity helped
Winning message structure:
“Because of supporters like you… this happened.
Now, will you play again and make more good things possible?”
Make the prize a reward for support, not the main reason to act.
- Use Multi-Touch Campaigns, Not One-Off Sends
Gone are the days when a single raffle pack would do the job.
Top-performing charities now run multi-step campaigns:
- Warm-up postcard or email
- Main raffle pack
- Reminder letter (or postcard or email)
- Thank-you note post-draw
- Some even send a second full pack to boost additional sales
Each touchpoint boosts engagement and adds value. Every reminder can mean a higher response rate or even additional ticket sales from those who’ve responded already.
Tip: Reminder mailings must be timed appropriately with enough time to respond but also a sense of urgency. Try 14–21 days before the closing date.
- Test, Learn, and Optimise
The most innovative raffle teams treat direct mail like a learning environment:
- Test different headlines or stories
- Try new formats with a portion of your audience
- Experiment with envelope teasers, prize emphasis, or donation asks
- Use QR codes or unique URLs to track digital crossover
Each raffle campaign is a chance to improve. Small changes like a new subject line, an updated font, or changing the order of elements can result in an uplift in income.
Case study: A national disability charity increased raffle income by 4% after A/B testing envelope designs and switching to handwritten fonts.
- Blend Print and Digital for Maximum Reach
While direct mail is central, many charities now layer in digital elements to support it:
- Email reminders after the pack lands
- Social media countdowns to the raffle deadline
- Further email follow-ups to warm supporters
- Impact stories between campaigns to pre-warm players
The best results come from campaigns that connect channels, so the supporter hears about the raffle in multiple ways but always in a consistent voice.
Final Thought: Direct Mail Deserves a Rethink
Direct mail isn’t outdated, it’s just often under-optimised.
With the right storytelling, segmentation, design, and testing, your raffle pack can do much more than just sell tickets. It can:
- Strengthen supporter relationships
- Build brand trust
- Increase long-term income
As other forms of fundraising face rising acquisition costs, charity raffles remain one of the few channels where return on investment can be both strong and scalable, especially when you innovate.
Need Help Elevating Your Raffle?
At Sterling Lotteries, we guide charities to create raffle packs that stand out with personalised creative, smart segmentation, and results-driven formats. Whether you’re new to raffles or looking to boost an existing programme, we’d love to support you.
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