There are different parts of America. Here it is VERY common for churches, charities and other organizations to raise funds by using hunting rifles and pistols as prizes. Six years ago I won a VFW raffle and took home a new Browning shotgun. A rifle, shotgun or pistol has been the prize ever since the days of the "Turkey Shoot".
If the demographic is outdoor and hunting oriented then you offer prizes that interest them in order to make money. I see nothing "chilling" about this. It's been the norm for all my life.
Pistols are less common prizes because of the laws associated with them.