3 plot points to grow your raffle with storytelling

1 in 2 raffle admins say growing their raffle program awareness is a priority — but most also admit that tight budgets keep them from making it everything they know it could be.

And sure, big marketing spend can boost your charity raffle. But before you even think about serving ads or printing another poster, there’s something much more foundational (and fortunately, more affordable for a non-profit budget): a clear, concise brand story.

Your raffle isn’t just a fundraiser — it’s a full narrative your supporters step into with a plot, characters, tension, and a very satisfying payoff.

If you want your raffle fundraiser to connect with the right people, convert more ticket buyers, and keep them coming back every draw, your story needs to land three essential plot points. Here's how we've seen it done best.

1. "The Hero's Journey" 

Your supporters are the everyday heroes who make your mission possible. They bolster your organization to make an unforgettable impact — so they play a very real role in the story you’re telling.

And you? You’re the guide. The mentor. The person who's privy to the behind-the-scenes struggles, the small wins, and how the impact unfolds day after day.

This is where The Hero’s Journey comes in. Every great story kicks off with a clear mission, and the journey keeps your audience engaged along the way. 

So, how do you effectively show The Hero's Journey in action?

The hook of this plot point is the outcome your heroes (in this case, your ticket buyers) are striving toward. People buy into charity raffles when they understand:

• What their dollars are funding

• Who they’re helping

• What success looks like

So tell them. Be specific. Be visual. Be human.

Bide Awhile Animal Rescue's monthly 50/50 raffle

Bide Awhile takes their audience on the Hero's Journey by connecting their raffle to actual faces of the animals they support. 

They dedicate each monthly raffle to a new arrival at their shelter, weaving photos and anecdotes into their raffle website, social posts, emails, and more.

With Bide Awhile's raffle story series, ticket buyers know exactly who benefits from their participation and the emotional connection is instant (because honestly, try looking at a rescue pet’s face and not wanting to help.)

Fall River Dragons Minor Football Association

When the Fall River Dragons needed funds to fix their clubhouse, they launched a 50/50 raffle and were extremely clear about how they'd use their half of the jackpot, and how it'd make a major impact on their participants.

This Facebook post paints of why their clubhouse is important and precisely what needs to happen to fix it up.

Then, they wrap up every storytelling post with a raffle link so it's easy to take action and get raffle tickets right away.

2. "The Underdog's Triumph"

So yes, your organization is the hero. But every good story also has an underdog — a character who surprises everyone with a win.

Enter: your raffle winner.

The winner announcement is the climax of your plot. Think of it like the triumphant montage moment in a sports movie. The unexpected victory, the “they really did it” beat. 

It’s short, it’s sweet, and it makes people want to root for — or even be — your raffle story's next underdog (which is great news for your raffle results).

Here’s how to make your raffle's winner announcement land:

• Share a winner quote or reaction

• Tell a tiny snippet of their story

• Share a photo, a handshake moment, or the classic giant-cheque grin

• Tie it back to the cause and how the community benefits, too

When you spotlight the underdog, you add humanity and surprise to your charity raffle, creating a moment your audience wants to be part of.

No one's ever expecting to win a charity raffle, so a winner announcement celebrates someone who likely didn't think they'd take home the prize — plus it reminds your audience there's always a chance it could be them (and they should try again next time).

3. "The Cliffhanger"

Every binge-worthy story ends with a cliffhanger (also known as your opportunity to set up a sequel). 

Your raffle needs one too.

A cliffhanger creates momentum between draws and keeps your audience paying attention. And no, it doesn’t need to be dramatic. It just needs to leave your supporters thinking:

“Ooh, I want to see what happens next.”

This can look like:

• Teasing what your next raffle fundraiser will support

• Hinting at a new prize structure or an upcoming early bird draw

• Sharing impact updates that show how funds are being used

• Posting behind-the-scenes content from your team or program participants

• Dropping milestones, deadlines, or numbers that build anticipation

Use every channel you already have — social media, newsletters, your website, interviews, even in-venue signage — to drop story breadcrumbs and lead people straight to their next chance to win.

For example:

• “We just ordered the new equipment funded by last month’s draw… stay tuned for what we're doing with next month's funds.”

• “Our next 50/50 raffle is supporting a project we’ve never done before.”

• “The fall jackpot is shaping up to be one of our biggest — more details coming soon in our newsletter.”

Cliffhangers don’t just close out this raffle’s story. They set the stage for your next one.

Ready to turn your raffle into a unforgettable success story?

If you want your charity raffle to grow, you don’t need a blockbuster budget. You just need a narrative your supporters want to step into — a goal worth fighting for, an underdog worth cheering for, and a cliffhanger that keeps all eyes on you between draws.

And if you’re looking for data-backed inspiration?

Our State of Raffling Report breaks down what long-term raffle admins and ticket buyers say actually moves the needle, plus guides to help you turn your ticket sales data into marketing that works.

Because every great raffle fundraiser deserves a great story. And yours is just getting started.