Overview
Mercedes-Benz of Columbus, GA hosts an annual raffle benefitting the American Heart Association, where participants have the chance to win two brand-new Mercedes-Benz vehicles and several other prizes. For over two decades, the raffle has been a signature community event — raising over $2.08 million in total. However, the ticketing process was outdated and inefficient, relying on manual sales and tracking methods.
Six years ago, Mercedes-Benz of Columbus partnered with our team to digitize and automate the entire process. The goal was to create a modern, seamless, and fully compliant online raffle system while preserving the event’s exclusivity and unique rules.
Mercedes Benz Of Columbus
Date
2018-Present
Consulting & Development
Challenges
Manual Ticketing System
Ticket purchases, tracking, and inventory were entirely manual, which created bottlenecks and errors.
The labor required for processing sales reduced the time available for marketing and community outreach.
Strict Raffle Rules
Only a limited number of tickets were available.
Tickets had to be sold in sequential order with no ability for customers to choose their ticket number.
Customers could purchase tickets as gifts, adding complexity to the fulfillment process.
Compliance & Customer Experience
The system had to handle complex compliance requirements while ensuring an easy, secure, and enjoyable purchasing experience.
Solutions
We implemented a custom-built, fully online and automated ticketing system that transformed every step of the process:
Automated Ticket Assignment
Sequential number assignment built into the platform to meet raffle rules.
No manual oversight required for numbering.
E-Commerce Integration
Secure online purchasing with payment processing, receipts, and instant confirmation.
Built-in gift ticket purchase and fulfillment features.
Real-Time Inventory Management
Live updates on ticket availability to prevent overselling.
Instant sell-out notifications and automated waitlist capability.
Order Management
Integrated database to track buyers, manage communications, and send event reminders.
Pre- and post-event engagement campaigns to keep the community connected year-round.
100% Sell-Out Rate every year since implementation (5 consecutive years).
Over $200,000+ raised annually for the past five years — more than $1 million generated during our partnership.
Extended Raffle Run Once due to increased demand, maximizing fundraising.
Reduced administrative work by over 70%, allowing staff to focus on sponsorships and community impact.
Improved customer experience, resulting in higher repeat purchase rates year after year.
Key Takeaway
By automating the raffle process while maintaining its unique rules and exclusivity, Mercedes-Benz of Columbus was able to consistently sell out, increase revenue, and streamline operations — proving that digital transformation can elevate even the most traditional fundraising events.
“Henry and the r4media team have been invaluable in our fundraising efforts over the past few years”
Henry has been essential in helping me take my beauty business from a fully manual operation to one that is fully automated and able to fully engage. We are even launching our own online coaching and training platform for clients and artists.