When organizing a raffle for an association, a sports club, or a school, the first hurdle is not ticket sales. It’s the collection of prizes. Without attractive prizes, ticket sales lag and collection stagnates. Finding partners willing to offer donations requires a precise method, not just good intentions.
The solicitation letter that gets a yes
Most refusals come from a poorly calibrated first contact. A generic email is sent, without a clear subject, to a “contact@” address that ends up in an unread folder. The problem is not the lack of generosity from companies; it’s the format of the request.
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An effective letter fits on one page. It mentions the name of the association, its purpose, the date and location of the event, the expected number of participants, and, most importantly, what the company gains in return: logo on the tickets, display at the booth, mention on the club’s social media. To identify companies that donate prizes for raffles, one can rely on specialized resources that list in-kind sponsorship practices.
Addressing the request to the marketing manager or the manager (for local businesses) radically changes the response rate. A follow-up phone call three to five days after sending the letter can turn an ignored letter into a concrete discussion.
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What the letter should contain
- The complete identity of the association (RNA number or receipt of declaration at the prefecture), a guarantee of seriousness for the donor
- A detailed visibility counterpart: number of printed tickets, size of the logo, planned distribution channels
- A realistic response deadline (two to three weeks) and a single contact person with their direct number
- The explicit mention that the donation may entitle the donor to a tax reduction for sponsorship
Local businesses, national brands, and suppliers: who to target first
One naturally thinks of big brands, but the responses vary on this point. National brands have dedicated budgets for local partnerships, with online forms and specific submission periods (often at the beginning of the calendar year). The process is lengthy and formalized.
Local businesses (bakeries, restaurants, hair salons, garages) respond more quickly. A restaurateur can offer a meal for two, a florist a bouquet, a garage a service. These tangible prizes speak directly to the audience of a local raffle.
Suppliers and wholesalers represent a less exploited avenue. A beverage company, a food distributor, or a cosmetics manufacturer may have promotional stocks or end-of-line products they can donate without impacting their revenue. The contact goes through the regional sales representative, not the headquarters.
Supermarkets and local banks
Supermarkets regularly allocate gift vouchers to local associations. The request is made in-store, to the manager, with a paper file. Local banks and insurance companies operate similarly: they have annual sponsorship envelopes reserved for the community life of their catchment area.
Raffle regulations: what the association must check before soliciting
Soliciting prizes without a legal framework exposes the association to immediate refusal from serious companies. In France, a raffle organized by an association must comply with strict conditions: non-profit purpose, destination of profits in line with the social purpose, and prizes in kind (not in cash).
Some forms of donations pose problems. In Luxembourg, municipalities like Ettelbruck clearly distinguish between raffles (prizes in kind) and lotteries (cash prizes), and gift vouchers may be considered cash depending on the jurisdiction. In Belgium, the SPF Interior reminds that raffles by non-profit organizations are regulated lotteries, with limits on winnings and obligations for transparency regarding the destination of profits.
Before approaching a company, one must check that the prefectural or municipal authorization is in progress or obtained. Presenting this document in the solicitation file reassures the potential partner and distinguishes the association from informal requests.
Maximizing the perceived value of prizes to sell more tickets
The quality of sponsor prizes determines the collection performance much more than the mechanics of the draw. The French Association of Fundraisers emphasizes that the desirability of prizes now conditions the bulk of the amount collected. In other words, a mediocre prize cannot be compensated for with a low ticket price.
Three concrete levers can inflate the perceived value without increasing the budget.
- Grouping several small prizes into thematic baskets (gourmet basket, wellness basket, children’s basket) to create a volume effect
- Displaying the market value of each prize on the presentation board, which anchors a reference price in the mind of the ticket buyer
- Reserving one or two flagship prizes (weekend getaway, electronic device, substantial gift voucher) as “big prizes” and highlighting them across all communication channels
The ticket price positioning directly stems from the total value of the prizes. If the main prize is worth several hundred euros, a ticket costing a few euros seems trivial, and the buyer easily takes several.
Collection schedule and follow-ups
Solicitations should begin at least two months before the event. Companies need time to validate internally, prepare the prize, and organize the logistics of delivery. Following up once every two weeks is acceptable without becoming intrusive. After a month without a response, move on to the next prospect.
A successful raffle relies less on the number of prizes than on their coherence with the target audience. A football club offering a go-karting experience or a signed jersey will resonate better with its buyers than a generic prize unrelated to the community. Tailoring the solicitation to this criterion is what transforms a mundane collection into an event that people look forward to each year.