CKUA went from never having raffled to raising almost a quarter of a million dollars with their first 50/50 draw.

In year two of raffling they tripled that (joining the "million club") and going into their fourth year of raffling, they've raised over $2.4 million on the Rafflebox platform.

Talk about crushing a five-year plan.

"Our raffle program's keys to success are all connected to our audience, which is loyal and generous," says Karla Schell, CKUA's Director of Community Relations. "When we invite people to support CKUA through a 50/50 raffle, we're reaching out to a community that is already aware of our vision: A better world connected through music, arts, and culture."

Let's take a look at why their raffle works and keeps on spinning.

A scroll-stopping microbrand

CKUA already has brand legacy on their side, so building a complementary microbrand for their 50/50 program? It's like music to our ears.

"The turntable represents our listeners, our donors, and their on-going support to keep us 'spinning', or on-air," says Natalie Cook from CKUA's communications and marketing team. "Then the tagline reminds people that CKUA is donor supported and this raffle makes a difference to our bottom line."

Their raffle marketing materials blend seamlessly into their existing content strategy, too. Take a scroll through their Instagram feed to see for yourself:

"We use our website, social media, our weekly newsletter, and more to promote the raffle," Cook says. "We change the background colour of our marketing materials with every raffle to be eye-catching, and the brand elements support clarity and consistency."

Access to airtime

"CKUA's radio broadcast helps spread the word on the air," says Schell. "This is a medium that few other charities and not-for-profits can use."

They keep the momentum going once the raffle wraps up, too.

"We announce the winner's first name and ticket number on our website, and then we do an interview right away to get their reaction on the day of the draw," Cook says. "Revealing the winner's shock and joy and the final prize amount builds excitement for future raffles."

Hosts with community clout

"Our hosts are community-builders with strong connections to their listeners, so when we invite people to get their 50/50 raffle tickets, they respond," Schell says.

CKUA's social media feeds are full of Reels featuring on-air personalities interviewing fans, engaging concert-goers, and of course, hyping up the 50/50 jackpot:

Inspired by CKUA's raffle program?

Us too.

See what they're up to on social media, and when you're ready to run a record-breaking raffle program, get in touch with us at Rafflebox.