Many non-profit development offices are moving away from the raffle (sweepstakes), even though it’s a tried-and-true tool for obtaining extra gifts and acquiring new donors. I know a number of public TV stations that have dropped raffles from special-appeal and lapsed-reinstatement programs, and an advocacy group that has been doing raffles for years and would like to get rid of them. The complaints include:

• Raffles are too much work.
• It’s too hard to get prizes.
• They have to assign a staff member, part or full-time, to handle prize procurement, production, rules and other details.
• The raffle is an unnecessary or unprofitable expense.

Some organizations also cite concerns that a raffle:

• Doesn’t fit the image of their organization.
• Will bring them short-term, one-gift donors.
• Will bring them donors who care only about winning a prize.
• Those donors won’t be loyal at renewal time.

My answer to these concerns is: “No, no, no, not necessarily, and not really!”

Dropping raffles as development tools is a big mistake! I bet that organizations that scrap their raffles never make up the lost revenue with straight appeals that take their place. They need to intersperse their appeals with diverting techniques and promotions. With a full program of special appeals, lapsed rejoin promotions, upgrades, renewals, installments, sustainer promotions, and who-knows-what, donors are probably bored to death with many organizations’ appeals. Organizations need something to break the monotony and put some “fun” in their fund-raising.

Unseen Rewards

CBA works with a public broadcasting station that nets well over half a million dollars a year from its raffle. Profitable raffles don’t need a huge number of prizes — cash, travel, cars and a few other interesting items will do it. It can be theme oriented — but mostly people want travel prizes.

And I don’t believe that raffles attract “disloyal” raffle “give-me, reward-me” types. On the contrary, if someone is willing to give you the contribution you’re asking for to participate in the Raffle — $25, $50, $100, more — they’re not shabby donors. They’re willing to make an investment in your cause and are probably thinking, “It would be nice to win something if the organization is giving things away.”

Everything in our consuming lives has an incentive attached to it — “interest-free” car loans, two-for’s, buy-one-get-one-free offers, X cents (dollars) off, miles, points, discount coupons, introductory sales, loyal customer insider sales, etc. Isn’t it possible that through raffles and premiums, we may just be pulling wavering donors off the fence onto your side, getting them to respond to an appeal they would usually ignore?