You can do this with enough marketing. Some ideas on how to engage the &quot;1% minus 0.01%&quot;:<p>1. Avoid associating your new lottery to the low-status images of &quot;making it big&quot; and &quot;lifting out of property&quot;. Instead sell them on the image that they are so much more moral for &quot;giving back&quot; and &quot;doing their share&quot;.<p>2. Instead of cold cash, make the prizes be aspirational things that mark them as high-status. Houses, cars, overseas vacations, etc. Make the prizes classy, let the prospect indulge in the fantasy that they too are part of the elite.<p>3. Make the tickets both scarce and expensive. This way, the ticket itself is a high status marker. Bonus points if you present the image on how much better the chance to win is compared with regular lottery (never mind that both quantities are negligible from a practical point of view). This way they can congratulate themselves on how much more smart than the hoi-polloi they are, on top of being nicer and more benevolent too.