10 Keys for Running a Successful Giveaway

Remember when nonprofits could hold a raffle with a big fishbowl filled with tickets? You’d use an old microphone to call out the winner, and they would then walk up and claim their prize.

Well, if you haven’t taken this process for connecting with prospective donors online yet, you’re missing out.

Today’s raffle is an online giveaway. This giveaway doesn’t have to be an expensive item, but it needs to be desirable enough to get people interested in winning it. From cars to travel excursions to once-in-a-lifetime experiences or baskets, it needs to be exciting.

Who doesn’t like the chance to win something while supporting a great cause?

Your giveaway, however, is more than simply offering a prize to the community. These online sweepstakes are strategic marketing initiatives designed to raise money and engage your donors.

Giveaways help increase brand awareness, providing you with a gateway through which your development team can start to build meaningful relationships.

Follow these 10 best practices for running a successful online giveaway:

1. Create SMART goals

SMART is an acronym that stands for:

• Specific
• Measurable
• Achievable
• Relevant
• Time-bound

Before you begin working on your virtual giveaway, set a time frame. Think about what you want to accomplish.

For example, if your main goal is a 10% increase in the number of people who are aware of your organization, you can make the minimum donation to enter quite low (or even free). On the other hand, if you want to raise $2,000, then set your suggested donation accordingly.

2. Pick a great prize

Who is your target audience?

A great prize for some people is completely uninteresting to others. The narrower your strategy's focus on who you’d like to reach is, the more success you’ll have.

If you’re looking to raise money, choose a prize that aligns with your goals. Expensive, exclusive items will raise more funds than simple, everyday items. Ensure that your overall fundraising goal includes the cost of the prize unless, of course, you can get it donated.

3. Clearly state the rules

Just because you’re a nonprofit doesn’t mean that there won’t be disappointed donors who don’t win your giveaway. This is why it’s so important to clearly define the rules of your giveaway.

How will the winner be chosen? What if the person does not claim their item? Think through the entire process before moving forward to prevent potential headaches. BetterWorld makes this process very easy from automated random selection of winners to pre-populated terms and conditions and even an alternative entry form to keep you compliant.

4. Use a reputable online tool

A great method to assure fairness is to use an online platform to organize the entire giveaway.

Find one that integrates a random number generator, like BetterWorld. This free online fundraising tool for nonprofits also allows entrants to donate in order to enter the giveaway, or to share your information through their social media pages. It works across desktops, tablets, and mobile devices, too.

5. Make sure you are compliant with local or state laws

The last thing you want is for your fun giveaway to be a legal headache for your nonprofit. So, first things first — review your local laws. While some states don't look favorably on raffles, giveaways and sweepstakes, like the ones BetterWorld offers, are typically acceptable for charities. Some localities do, however, require a permit for charities to host a giveaway.

Follow all of the rules and regulations to ensure that your giveaway is in compliance with all of your state and local laws.

6. Publicize widely online

If a giveaway takes place and no one knows about it, did it really happen? It’s crucial to spread the news far and wide.

This means that you should not only have a link for the giveaway posted on your website, but also send information to the people on your email list and announce the event on your social media pages. If your budget allows, consider purchasing digital ads on social media as the event approaches.

7. Use offline tools to spread the word

Even though it’s a virtual giveaway, your marketing work shouldn’t only take place online. Ensure that your marketing plan for the campaign also includes sending a press release to local media or hanging flyers in public places around town.

Use your raffle as an opportunity to get people talking about your mission and your programs.

8. Integrate social media to gain awareness

As the start of your campaign approaches, use the “live” function of your social media pages to garner even more attention.

Make videos with well-known people in your community who support your work. Show off the prize and explain its features, if applicable. Get creative by searching for your target audience where they scroll multiple times per day.

9. Hold the giveaway

By the time the giveaway happens, you should be well on your way to measuring whether you can meet the goals of the initiative. Regardless, the campaign itself should be a big deal. In post-COVID times, hold a party and invite a local television station to cover it. Create a live event on social media. A big kickoff can keep the momentum going for weeks after the campaign starts.

Make your excitement contagious.

10. Follow up with those who entered

Now that the fun is over, the actual work begins. You’ll want to use the opportunity to connect more deeply with your current donors while engaging new ones.

Development, at its heart, is all about relationships, so start right away.

Send an introductory email, thanking them for entering the giveaway. Next, share interesting information about the measurable impact your nonprofit makes. Send pictures with heartwarming stories. Give them a reason to connect with you and become a donor.

11. Bonus: Do it better next time

Whether your team exceeded your goals or not, there are always ways to improve. Schedule a time soon after the raffle ends to discuss what about your event worked, and what didn’t. Calculate your ROI to see if it makes sense to plan another raffle or, if necessary, consider another fundraising option.

Get free fundraising tools

Whether it’s an online giveaway, auction, crowdfunding, ticketing for a virtual event, or simply receiving donations, it helps to use professional fundraising tools.

Many nonprofit leaders turn to BetterWorld to help streamline the process while helping them attract prospective donors. Sign up today for free lifetime access.