China Welfare Lottery Distribution Center is a charity organization. Public image communication is an important part of public relations communication. This paper analyzes the public welfare image of China’s welfare lottery conveyed by the public welfare advertisement of China’s welfare lottery，compares and analyzes the public image communication of China’s welfare lottery website and other lottery websites，and combines with the investigation report of the audience’s cognition of the public image of China’s welfare lottery，and finds that there is still much room for improvement in the shaping of China’s welfare lottery public image. For example，in the video advertising communication，we should strengthen the value concept of lucky lottery，integrate the political communication elements，optimize the column setting and clearly present the content in the website communication，at the same time，innovate the welfare lottery public welfare communication strategy，and pay attention to the rational guidance of lottery people. All these methods can optimize the shaping，dissemination and promotion of China’s welfare lottery public image.