The real story behind LottoLove’s media success and what I learned about PR along the way

People often ask me how LottoLove landed features on Ellen, The Today Show, and PopSugar (and more!) with such a small social following. The truth? It wasn’t about the numbers - it was about having a story worth telling and knowing how to tell it.

My Journey to Creating LottoLove

My path to social entrepreneurship started in my childhood. My dad, who worked in the medical field, devoted his life to service. He built an orphanage in Central America, providing medical care to a remote village. Those annual family visits exposed me to extreme poverty at a young age, and I knew I wanted my life’s work to make a real difference. After some pretty terrible work experiences and feeling purposeless I had to make a change. Two seemingly unrelated events inspired LottoLove. My trips to Central America and my Grandma's love for scratch-off tickets!

That’s how LottoLove was born - the first and only company offering scratch-off tickets with a social mission. Every ticket reveals a charitable donation as the prize, making giving back fun and engaging. The ultimate gift that gives back!

Here’s something that might surprise you - when we landed our biggest media features I didn't have a huge Instagram following. No viral TikToks. Just an innovative idea that brings joy and authentic relationships.

Our first big break came through a chance meeting with a small business owner in New York who had connections with Real Simple Magazine. Then The Today Show, then Ellen...Each feature created a ripple effect, leading to more opportunities.

Here’s what I learned about getting press coverage:

1. Innovation Matters More Than Numbers

   • Media wants fresh stories and new angles
   • One good feature can open many doors
   • Don’t let a small following hold you back
     
     

2. Build Real Human Connections

   • Remember journalists are people too
   • Authentic relationships beat cold pitches
   • Personal introductions are gold
     
     

3. Look for Strategic Opportunities

   • Gift guides can be powerful
   • Follow up with writers who cover similar stories
   • Focus on what makes your story unique

While many advised me to focus on scaling quickly, I chose a different path. I believe in being product and customer-focused first. Why? Because once you scale, everything changes. The heart of your business needs to be solid before you grow.

This philosophy guides everything we do at LottoLove:

• Perfecting our product experience
• Creating meaningful donor connections
• Making giving back truly enjoyable

I’m excited about our future as we expand into digital territory. We’re working on:

• Digital scratch-off experiences
• Enhanced corporate giving options
• A larger gift catalog
• Supporting more charity partners

As we grow, I’m actively looking to connect with:

• Developers for our digital expansion
• Charity partners to join our digital catalog
• Community members with fresh ideas
• Anyone passionate about making giving back fun

If you’d like to be part of our journey or have ideas to share, reach out to me at laura@givelottolove.com

My Biggest Lesson: Success in media isn’t about having millions of followers - it’s about having a story worth telling and building genuine relationships. At the end of the day, we’re all human, and authentic connections matter more than vanity metrics.

Want to hear more about my journey on Mission to Movements podcast? Listen to my full conversation on Apple or Spotify.

Thank you to Dana Snyder for having me as a guest!