minnesota charity auctioneer

Market your Live Auction Items before the Event

You must absolutely market your Live Auction items before the event. 

This may be obvious to some of you, but you'd be surprised how many events I've shown up at where the guests had no idea what was on the Live Auction that night. 

Start Soliciting your items early

One reason most organizations don't market their items is because until the last minute, they have no idea what they are. As soon as you think about planning your event and setting a date, start talking about live auction items. Brainstorm them with your team and take action on pursuing the items. 

Get firm commitments and all the details from your item donors ASAP

As soon as you think you have an item. Close the deal. As soon as you have the firm (hopefully written) commitment from the donor, get all of the details including pictures, dates, etc so you can start an item write up early on in the event planning process. The more you know ahead of time, the more effectively you'll be able to market your items during the planning process. 

Feature the items in the Save-The-Date

Because we are focusing on spectacular items that are exclusive and offer a broad appeal (see my video from Monday if you aren't sure what I'm talking about), you are going to want to tease your guests with these items from the moment they think about the event. This will help them to prepare accordingly. If they are already thinking about taking a trip in the next year, they can plan to bid on the trip in your auction.

Help them remember the items are 100% for a good cause

I welcome you to use tag lines like: 

"A trip that's for the kids, except you don't have to bring your own." 

"A dinner experience that feels as good as it tastes." 

Ths is a playful way to remind them that while they are getting amazing items, they are also supporting your organization. It's more than a large purchase. 

Share the items in your email and social media communications leading up to the event

The two weeks or so before the event, send out emails and social media posts featuring the items. You want your bidders to be thinking about these as they plan the budget for the evening. Whether you like it or not, everyone comes to your event with a budget in mind, but you can help them determine whether they will spend their $5,000 at your event or at the one the following night, by letting them know what you have to offer.

If you are sending things via social media, share it multiple times because everything moves so fast online and you don't want anyone to miss it. 

Feature them online through your mobile bidding website

Even though bidding is not available online for the live auction items, you should still list it on your mobile bidding website. Most companies allow you to have items that aren't open, but you can list a picture, description and all the nitty gritty details for your guests to view before they arrive. 

Some organizations mail out programs in advance. This can get expensive because most people forget to bring the program to your event, so you have to print twice as many. This is a great alternative.  

Keep marketing them the night of the event

Most of you know to have a clearly marked display of the live auction items where everyone can view them. While this is so necessary it still doesn't give people all the time they need to read all the details they need to make an informed decision. All of the items should be listed and described with all the details in the program as well. 

Get creative

I recommend printing the live auction items and putting them on the doors of the bathroom stalls and by the line at the bar. This is a perfect place where you have a captive audience to view the items.

Hosting a fundraising auction? Market your live auction items before your event with these tips | Sarah Knox: Fun female auctioneer for fundraising, benefit and charity events

Why this is so important: 

You want your guests to come to your event with the decision to bid so that you can leave it up to your auctioneer to get them to give beyond their budget.  

It is much more impactful to get more money out of a guest who already decided they wanted the item. They've been thinking about it for weeks and will be disappointed if they don't win it. Compare this to springing live auction items on your guests and expecting them to drop $1,000 let alone $10,000+ without any prior thought.  

Get those live auction items out there before the event, so that your guests come to the event ready and excited to bid. 

What Midwestern Fundraisers Can Learn From New York Galas

If you read about me in my About Page, you know that I am Minnesotan through and through. I've been conducting fundraising auctions in the Midwest for 9, going on 10, years now and have loved every single second of it. Over the past couple years, I have expanded to help out national nonprofits. A couple weeks ago, I had the opportunity to work with a client in New York City and we added a first time fund-a-need to their event which made the night a smashing success and broke records for the organization. Aside from it being a crazy trip to the city (I was questioned by the secret service and met Kelly Ripa all in the same 48 hours), I made one observation about New Yorkers at this Gala that can and will (I've already tested this with MN clients) help raise more funds at your Midwestern gala. 

New Yorkers cut to the chase.

There is little to no fluff. When people show up to a gala, they know why they are there, and it's not for moral support. They are there to spend money and know it's okay to say it. From the moment the professional AV team turned on the mic, people talked about money. The gorgeous CNN correspondent emcee asked people to be generous, the chairman of the board asked people to be generous, the executive director asked people to be generous, so by the time I hit the stage to conduct their first ever fund-a-need, no one was offended or shocked when I told them that NOW was the time to be generous.  

The Midwest breeds a humble group of people. We don't like to talk about money, because frankly it's uncomfortable. And, I get it. After all, I'm as Midwestern as it gets. It is so hard to ask for money for your own cause because it feels selfish. The good news is that it isn't selfish. Your organization works endlessly towards your mission because it uplifts other people and other people (you know, the people who paid money to come to your event in the first place) want to support your mission too! There are many ways to inspire people to give at your event, which I will outline for you in future posts. One of the most effective ways to inspire people to give at your event is to show that you expect them to give at your event.

Must Have Live Auction Item #2: Meal/Dinner Party

These are one of my favorite things to sell ever and every auction should have one. What I like about this item is that you don't have to be well connected to have this item. You don't even need to know a chef, you just need to have someone who is willing to host a dinner party for 6-10 people and cook food and provide wine. This could be hosted at a popular restaurant or even in someone's home.

Criteria For a Successful Meal/Dinner Party Item:

Hosted by a likable person. Not necessarily a famous person. Just someone that people enjoy being around.  If you have a willing participant, but their personality is just a little choppy or hard to be around, no one will bid. 

Multiple Courses. Hors d'oeuvres, salad, dinner and dessert would be enough, but if your chef can do other courses (soup, cheese, whatever else all those extra forks are for type courses) , that makes the meal stand out more.

Wine. Must I say more? Wine or beer pairings included are a must!

6-10 people. I have found that this is the sweet spot for number of people included in successfully selling an item of this type. 4 people is too few and 12 can be too difficult to coordinate with guests.  

An Expiration Date. This is important so people actually claim their meal with the donor. Usually one year from the date of the event is a good expiration. This is also out of respect for the donor and their time. 

Examples: 

  • Chef's dinner at a highly anticipated new restaurant prior to the restaurant opening. 
  • Meal prepared by a chef featured on the Food Network (seriously, there is probably someone in your area featured on the food network) 
  • Meal prepared in YOUR home by the principal of the school. 
  • Meal in the home of a CEO of a fortune 100 company in your area with the CEO and spouse. Meal prepared by catering company. 
  • Authentic Italian dinner prepared by someone closely associated by the organization who grew up in Italy - secret family recipes. 
  • Dinner prepared by a well known local chef. 

Again, these are all just examples, but the possibilities are endless here. Just start brain storming with your auction committee and pick whatever sounds most fun to you. Contact me if you want to my professional feedback. I will be honest, because I want your even to be as successful as possible.

Earn 12% More at your Fundraising Auction

Opening your silent auction before the event begins will earn an average of 12% more revenue | Sarah Knox Benefit Auctions

Yesterday I had the chance to meet with a colleague in the industry who works with BidPal, an electronic bidding system. She shared with me an interesting result from a recent study they did with their clients.

They compared clients who used their system for their silent auction. Some of their clients only allowed bidders to view and bid on silent auction items during the night of the event, while other clients opt to open up bidding on their items before the event starts (sometimes a full week in advance). They found that the auctions that were available for bidding prior to the night of the event in the silent auction, raised 12% more than the auctions that were only open during the night of the event. 

There's an easy and profitable idea for you: open your silent auction up to attendees prior to the event. I've personally seen success with some of my clients doing this. It's a newer idea, but technology is providing us with these awesome opportunities.

Note: this statistic did not compare organizations that did not use an electronic bidding system. However, silent auctions tend to bring in more revenue when using an electronic bidding system because bidders receive text messages when they have been outbid and they can raise the bid again right from their smartphone or electronic bidding device provided by the company.

Picking the Right Venue for Your Fundraising Auction - Acoustics

Picking the right venue for your fundraising auction | Sarah Knox Benefit Auctions

The venue you select will make a huge difference in giving at your event. I will address lay out and such in future posts, but today I want to address acoustics. Now, don’t get me wrong, you don’t need the Guthrie stage or the St. Paul Cathedral to get maximum bidding, but you do need to pick a room that does not echo. If there is an echo or the sound does not carry, people loose focus or can’t hear altogether. This is so Important because if people can’t hear, they won’t bid. Period. As a general rule venues that work are: Theaters, Concert Venues, Golf Courses and Hotel Ballrooms.

– All of these facilities are designed for events like this or weddings or seminars or musical shows. I’ve done a lot of work with the Yellow Tree Theatre in Anoka – great venue for audiences of up to 250 and organizations in the northwest suburbs. For more central locations, any golf club or hotel ballroom works great because they are usually carpeted and have the capacity for a good sound system.

Venues that don’t work: Gyms (or anything covered in tile) and outside

. Many people pick a gym because they are free/inexpensive at their school, local church or community center. A good venue is worth your money. I guarantee you will loose more money using a gym than it would have cost you to rent a hotel ballroom for the night of your event.

If you have concerns or questions about your venue, feel free to contact me and I can help make suggestions for your event.