CWCUK Lottery & Raffle

Someone who plays the raffle every month is not on an emotional journey through the charity's mission. They already know why they play. They want the price, the prizes and the draw date, and they want them without reading a page about impact first. That is a different job from the one the donation pages do, on a site where every page is under pressure to tell the story. Play runs on the same grammar as donate and shop, sharing components and one supporter record, so a person who plays the raffle and later buys from the shop is one supporter rather than three. Lottery users rose 55% in 30 days and the raffle 95% year on year. Both are traffic rather than conversion, and both sit alongside several other things that changed at the same time, so I would not claim them as attributable on their own.