Charity auctions aren't just about raising money. They're about creating an unforgettable experience that strengthens your community and advances your mission.
In this blog, I’ll provide tips for planning an auction that does all of those things.
KEY PLANNING STEPS
Start with Your Big-Picture Goals
If you’re planning an auction, I recommend nailing down clear objectives for your event before diving into the details. How much money do you need to raise? What specific projects or initiatives will the funds support. Knowing what you need to accomplish will help guide your decision-making as you plan—and drive support.
Form a Planning Committee
Organizing an auction is an all-hands-on-deck kind of process. Ideally, you’ll want to assemble a dedicated team that can take on specific tasks. Include people with diverse skills like event planning, marketing, fundraising, and volunteer management.
Choose a Date and Venue
Try to select an auction date that doesn't conflict with other major events in your community and gives you plenty of planning time.
When choosing your venue, consider factors like capacity, parking, accessibility, and amenities. Check customer reviews. The right location will significantly impact attendance and your overall event atmosphere.
Develop a Budget
Create a detailed budget that accounts for all potential expenses, including venue rental, catering, marketing, auction software, and any entertainment. This will help you set realistic fundraising goals and make sure your event is financially viable.
Secure Sponsors
Reach out to local businesses and organizations to sponsor your event. Give them multiple options for supporting your auction, including donating auction items. However they help, they’ll be increasing your fundraising potential.
Plan Your Marketing Strategy
Develop a comprehensive marketing plan to promote your auction. I suggest using social media, email campaigns, local press, and your organization's network to spread the word and generate excitement.
FINDING AND SELECTING THE RIGHT AUCTION ITEMS
The success of your auction largely depends on the quality and appeal of your auction items. Here are some strategies for sourcing and selecting items:
-Leverage your network: Reach out to board members, donors, and supporters. You never known who will have connections to unique or valuable items.
-Approach local businesses: Many businesses are willing to donate products or services for a good cause, especially if they receive recognition. Offer to list supporters on social media, marketing materials like blogs and newsletters, press releases, your program, and during your event.
-Consider experiential items: Sometimes, unique experiences generate more excitement and higher bids than physical goods. Think about offerings like exclusive dining experiences, behind-the-scenes tours, or meet-and-greets with local celebrities.
-Focus on quality over quantity: It's better to have a smaller number of high-quality, desirable items than a large number of less appealing ones.
-Aim for variety: Offer a mix of items at different price points to appeal to a broad range of bidders and budgets.
PROPERLY PRICING AUCTION ITEMS
Setting the right starting bids and bid increments is a big part of maximizing your fundraising potential. Here are some guidelines:
-Determine market value: Research the retail value of each item and use this as a starting point for setting minimum bids.
-Set minimum bids: Generally, set the minimum bid at 30-50% of the item's retail value. This encourages initial bidding while leaving room for price increases.
-Determine bid increments: Set reasonable bid increments that allow for competitive bidding without pricing out interested parties. A good rule of thumb is to use 10-15% of the item's value as the increment.
-Consider your audience: Consider the demographics and giving capacity of your expected attendees when pricing items.
UNDERSTANDING SILENT AND LIVE AUCTIONS
While most people have heard of silent and live auctions, not everyone knows how they work. Here’s a look at both options.
Silent Auctions
During silent auctions, participants can place written bids on items displayed around the event space:
Items are displayed with bid sheets where participants write their bids.
Bidders can return to items multiple times to check their status and increase their bids.
This format works well for a larger number of items and allows for leisurely browsing.
Live Auctions
Live auctions involve an auctioneer presenting items to the audience and accepting bids in real-time:
Live auctions are typically reserved for high-value or unique items.
They create an exciting, competitive atmosphere that can drive up bids.
They do require a skilled auctioneer to keep the energy high and encourage bidding.
Many successful charity auctions incorporate both silent and live components to maximize engagement and fundraising potential.
If you'd like to find a professional auctioneer, consider reaching out to the National Auctioneers Association or searching for local auctioneers with experience in charity events. You can also ask for recommendations from other nonprofits in your area who have held a live auction.
PUT TECHNOLOGY TO WORK FOR YOU
Want to create a smoother experience for the people who attend your auction? Technology can help with that.
-Mobile bidding platforms: These let attendees bid from their smartphones, which tends to increase engagement and makes it easier for people to monitor their bids.
-Auction management software: This option can make life easier for you and for the people who attend your event. Auction management software helps with item cataloging, bid tracking, and checkout processes.
-Display screens: Use screens to showcase live auction items and display current high bids for silent auction items.
-Payment processing systems: This kind of tech provides secure and efficient methods for processing payments at the end of your event.
TIPS FOR ATTRACTING ATTENDEES AND ENCOURAGING BIDDING
You’ve been planning your auction for about a year, and you’re convinced it will be the best auction ever. But that matter if people don’t attend—and bid. Here are some tips for building interest in your auction and the things you’ll be offering.
-Create early buzz: Start promoting your event well in advance and release teaser information about exciting auction items.
-Offer early bird pricing: Incentivize early ticket purchases with special pricing or perks.
-Provide a preview: Share an online catalog of auction items before the event to build anticipation.
-Use social media: Highlight participation from community leaders or local celebrities to attract more attendees.
-Show people what they’ll be accomplishing: Clearly communicate the impact of bids on your organization's mission. Share stories about the impact of your organization or the programs that the auction will be supporting.
-Create a sense of urgency: Use countdown timers for silent auction items and emphasize the limited availability of unique experiences.
-Encourage friendly competition: Try displaying bidder names (or bidder numbers for anonymity) to spark competitive spirit.
MAKING MEMORIES
So, how do you create a fund-raising event that people remember fondly? It’s very doable.
-Choose a theme: A well-executed theme can tie your event together and make it more engaging.
-Provide entertainment: Live music, performances, or interactive elements can keep attendees engaged between bidding.
-Offer delicious food and drinks: Quality catering can significantly enhance guests’ overall experience.
-Create photo opportunities: Set up a photo booth or branded backdrop for social media-worthy moments.
-Tell your story: Throughout the event, share stories and information about your organization's impact to remind attendees of the cause they're supporting.
POTENTIAL MISHAPS AND HOW TO AVOID THEM
As I often say, no matter how well you plan an event, life happens. But you can take steps to decrease the odds of something going wrong and minimize the negative impact of problems beyond your control.
-Technology failures: Have a backup plan for any tech-related issues, including manual bid sheets and a cash/check payment option.
-Understaffing: Recruit and train enough volunteers to ensure smooth operations throughout the event.
-Slow check-out process: Use proven, well-reviewed check-out software and have multiple payment stations to avoid long lines at the end of the night.
-Lack of engagement: Keep the energy high with an enthusiastic emcee, well-timed announcements, and interactive elements throughout your event.
ADDITIONAL TIPS FOR SUCCESS
-Express G=gratitude: Thank donors, sponsors, and attendees promptly and sincerely, both during and after the event.
-Document everything: Take photos and videos to use in future promotions and to share with those who couldn't attend.
-Gather feedback: Survey attendees, volunteers, and staff to identify areas for improvement in future events.
-Follow Up with non-winning bidders: Offer them alternative ways to support your organization or purchase similar items/experiences.
-Analyze your results: Review your financial outcomes, attendance numbers, and other key metrics to inform planning for future auctions.
CHARITY AUCTION PLANNING TIMELINE
This timeline provides a month-by-month guide for planning a successful charity auction. Adjust as needed based on your specific event scale and requirements.
6-8 Months Before Your Event
-Form the auction planning committee.
-Set fundraising goals and overall budget.
-Choose the event date and secure the venue.
-Determine auction format (silent, live, or both).
-Begin researching and selecting auction software/technology.
5 Months Before
-Start soliciting major sponsors.
-Begin procurement of auction items.
-Develop marketing and publicity strategy.
Create save-the-date announcements.
Select and book the auctioneer (for live auctions).
4 Months Before
-Continue item procurement and sponsor solicitation.
-Design and order invitations.
-Begin volunteer recruitment.
-Finalize catering plans and menu.
-Book entertainment (if applicable).
3 Months Before
-Send out save-the-date announcements.
-Intensify marketing efforts.
-Finalize auction software selection and begin setup.
-Continue item procurement.
-Start planning event layout and décor.
-Mail out invitations.
-Finalize volunteer roles and start training.
-Begin catalog preparation for auction items.
-Secure any necessary permits or insurance.
-Finalize event timeline and run-of-show.
1 Month Before
-Follow up with invited guests who haven't responded.
-Finalize auction item details and descriptions.
-Conduct a thorough review of all logistics (venue, catering, tech, etc.).
-Intensify volunteer training.
-Prepare bid sheets and auction materials.
2 Weeks Before
-Send final reminders to guests
-Finish and print auction catalogs
-Conduct a final check of all technology and equipment.
-Finalize seating arrangements (if applicable).
-Prepare name tags and check-in materials.
1 Week Before
-Conduct a final committee meeting to review all details.
-Confirm details with all vendors and the venue.
-Prepare final guest list and check-in procedures.
-Organize auction items and prepare for display.
-Conduct another tech run-through.
Day Before the Event
-Set up the venue (if possible).
-Conduct a final walk-through with key staff/volunteers.
-Prepare registration and check-out areas.
-Test all technology one last time.
-Prepare any last-minute signage or materials.
Event Day
-Arrive early for final setup and to handle any last-minute issues.
-Brief all volunteers on their roles.
-Set up auction items and related displays.
-Conduct sound checks and final tech verifications.
-Welcome guests and enjoy the fruits of your planning!
Post-Event (Within 1 Week)
-Send thank-you notes to attendees, donors, sponsors, and volunteers.
-Process and fulfill winning bids.
-Conduct a post-event committee meeting to evaluate success and areas for improvement.
-Compile event metrics and create a final report
-Begin planning for next year's event!
Remember, flexibility is key. Be prepared to adjust this timeline as needed based on your specific event requirements and any unexpected challenges that may arise during the planning process.
YOU CAN DO THIS
If you talk with people who’ve held successful auctions, they’ll tell you the key to a great auction is in the details. The items you select. The atmosphere you create. The food and beverages you offer. All of it makes a difference. Keep that in mind and your charity auction can become a highlight of your fundraising calendar and a much-anticipated community event.
The Bell Tower on 34th is an elegant, accessible event space with valet parking and onsite security serving the Greater Houston area. Our central location is a short drive from the Galleria area and the Houston Heights area.
Learn more about holding a corporate event here.
