Case Study: Return of 5.4 for Charity Prize Draw with Meta Ads 💝

By Jacob Southgate-Cryer

Background

Pancreatic Cancer UK (PCUK) secured a donated artwork from renowned British artist Maggi Hambling. The artwork was offered as the prize in an online draw hosted on the Givergy platform. A total of 5,000 tickets were available at £15 each, with a free entry route provided in line with regulations.


Campaign Objectives

The Philanthropy and Partnerships team wanted to make the most of this unique opportunity by using paid media to:

  • extend reach beyond existing supporters

  • boost ticket sales

  • maximise revenue

Results

Activity exceeded expectations:

  • 3,900+ tickets sold via Meta Ads.

  • Low Cost Per Acquisition (CPA) of £4.11.

  • Exceptional Return on Ad Spend (ROAS) of 5.4.

  • 8 in 10 ticket sales were driven by paid media (3,920 of the 4,934 total tickets sold).

Success Factors

Compelling Proposition: The prize was a unique, one-of-a-kind artwork by a renowned artist. This created genuine desirability and urgency, making the campaign feel more like an exclusive opportunity than a typical charity draw.

Tracking & Measurement: Meta Pixel with revenue tracking was implemented on the third-party Givergy platform, enabling conversion optimisation and measurement. This is particularly valuable at a time when many health charities face tracking restrictions on their own websites.

Highly Relevant Targeting: Meta’s audience targeting allowed the campaign to reach people with strong interests in art collecting, ensuring spend was focused on high-intent users.

Conclusion

This campaign provided clear evidence that prize draw activity can be effectively scaled through paid social, when the right foundations are in place. Strong tracking, relevant targeting and a unique proposition enabled PCUK to maximise performance and return, offering valuable learning for future campaigns.

Has your charity tested raffles and prize draws for fundraising? Charity giveaways are a great way to attract new supporters, and the Nick Burne Digital team has a wealth of experience in running these campaigns. Book a call with Nick today to discuss.