Your Cause

This article provides information on marketing affiliate club's cause for The Fundraising Club Lottery.

Quick links:

introduction	How to Create a Cause-Led Campaign
Why Cause-Led Advertising Matters	Related articles
Cause-Led Advertising for Grassroots Clubs	Contact support

Introduction

Cause-led advertising focuses on promoting the mission and impact of the Grants generated by the club, rather than emphasising the prizes.

This approach is effective where supporters and club members are driven by their values and the desire to make a difference.

In contrast, lottery-led advertising highlights the opportunity to win. While this may initially attract participants, it often results in short-term engagement. Understanding the distinction between these approaches can significantly influence the long-term success of the Lottery as a source of fundraising.

Cause-led advertising strengthens supporter loyalty by aligning messaging with values. Telling your club story and focusing on how the Grants will be used will result in more engaged, long-term supporters.

Why Cause-Led Advertising Matters

Supporter Motivation

Supporters who join a lottery primarily for the prizes are more likely to stop participating if they do not win.

However, when supporters are reminded of the value their contribution brings to a cause, they are more likely to continue playing—even without winning.

Sustainable Engagement

Cause-led messaging fosters loyalty and long-term involvement.

By clearly communicating the impact of funds raised, organisations can strengthen their connection with supporters and reduce drop-off rates.

Example of Good Cause-Led Advertising

Example 1: New Facilities for Girls' Teams

“Since launching the U13 girls’ rugby team in 2020, we’ve been working to provide a safe, dedicated changing room for our female players. We want every girl to feel comfortable and supported while enjoying the sport they love.”

“That’s why we’ve launched our Fundraising Club Lottery. Every ticket purchased gives us a regular income, helping us save towards building this much-needed facility.”

Example 2: Kits and Equipment

“Much of our equipment has been handed down through teams over the years. This season, we’re raising funds to provide new kits for our U12 team, as well as goals, cones, and footballs.”

“To keep membership costs affordable for all families, we’re taking part in the Fundraising Club Lottery. Your support means new kits for the kids—and you could win up to £25,000 too.”

How to Create a Cause-Led Campaign

Identify the Need - Focus on a tangible, relatable issue within your charity or club. What will the Grants be used for? A new pitch, refurbish the changing rooms, new equipment? How will the Grant be spent?
Tell the Story - Use real stories to engage your club members and supporters emotionally. Why is the new pitch needed? How much will it cost? When will it arrive?
Explain the Impact - Be transparent about how each ticket creates a Grant how this Grant supports the club. Quantify the support ("£6 per ticket goes directly to..."). We only need to sell XX tickets per month to raise £££. This will enable the club to deliver XX and XX.
Incorporate the Lottery as a Bonus - Position the prize element as a secondary benefit. Emphasise the opportunity for the club member or supporter to give back while also having the chance to win a large cash prize and receive a FREE Gourmet Society membership card.
Keep it Authentic - Use language that resonates with your community. Avoid overly commercial tone—focus on passion, purpose, and positive outcomes.

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