Marketing Your Cause

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

Quick links:

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

Overview

Cause-led advertising focuses on promoting the mission and impact of the revenue for the affiliate club's cause, rather than emphasising the lottery player's chance of winning prizes.

This approach is particularly effective where supporters are often 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 affiliate club.

Cause-led advertising strengthens supporter loyalty by aligning messaging with values. Telling your story and focusing on why the funds matter 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.

Cause-Led Advertising for Grassroots Clubs

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—whether it’s equipment, facilities, or community outreach.
Tell the Story - Use real stories, case studies, or examples to emotionally engage potential supporters.
Explain the Impact - Be transparent about how each ticket or donation helps. Quantify the support (e.g. “£6.50 per ticket goes directly to...”).
Incorporate the Lottery as a Bonus - Position the prize element as a secondary benefit. Emphasise the opportunity to give back, while also having the chance to win.
Keep it Authentic - Use language that resonates with your community. Avoid overly commercial tone—focus on passion, purpose, and positive outcomes.

Thanks for taking a look at this article, we hope that you found it useful.

You may also find these related articles useful too:

Contact support

Our team is on hand to help. If you have any questions, please contact us via email.