Charity Auctions: Providing a Better Donor Experience

Charity auctions are an oft-held fundraising event, but even the most seasoned nonprofits often don’t host them well.

Since auctions are multifaceted events that are relatively complicated to organize, many organizations focus too much on getting the logistics in order and not enough on how they can provide an amazing experience for their donors.

Instead of considering how they can leverage their auction to build deeper supporter relationships, they bolt straight to the fundraising finish line: increasing event proceeds. It’s no wonder that event retention is so low!

In this article you’ll receive great advice from Adam Weinger, President of Double the Donation, as to how you can make your auction a more positive experience for your donors, focusing specifically on how auction software can help.

Here are the tips we’ll cover:

1. Look into corporate sponsorships.
2. Provide an online ticketing option.
3. Consider hosting an online auction.
4. Go mobile.
5. Be thankful throughout.
6. Gather feedback.

By the time we’re done, you’ll know how to host an auction that will help you retain more donors and position you for long-term fundraising success. Let’s begin!

How is it done?

Double the Donation is keenly interested in all things corporate giving, so we’d be remiss if we didn’t at least touch on how CSR (corporate social responsibility) fits into charity auctions!

Perhaps the primary way that companies can get involved in nonprofit event planning is by providing sponsorships.

The level of sponsorship will vary by partnership, but teaming up with businesses can afford your nonprofit a number of major benefits, such as:

• Additional money to help cover event expenses.
• In-kind donations, like auction items and event supplies.
• Enhanced visibility through advertising.
• Volunteer time and skills (especially if the company offers volunteer grants!).

Additionally, forming partnerships with brand names can help you extend your reach to new donors and give your auction an air of authority. Prospective donors may be more likely to attend when they see that the companies they trust are standing by your nonprofit!

To score corporate sponsorships, start by turning to those you know. Staff and board members, longtime donors, and other stakeholders may be able to connect you with companies to help ease the ask.

For more on how to secure sponsorships, check out this resource on sponsorship letters.

How does it better the experience?

Partnering with corporate sponsors will provide your organization with more resources to put toward your auction.

That means you won’t have to cut corners and can provide your donors with the very best (think: an upscale venue, the tastiest catering, big name entertainment, etc.)!

Not only that, but having an ally to help you out with event logistics will take some of the stress of planning off of your organization so that you can really focus on stewarding your attendees.

How is it done?

Many auction software platforms will enable your organization to put up a branded online event site that hosts auction information and other resources your donors can consult before the event.

One of the primary functionalities of these sites is online ticketing, which as you know, enables donors to RSVP from anywhere!

Your nonprofit should even be able to set multiple ticket packages and sponsorships to accommodate attendees with various requirements and preferences.

How does it better the experience?

Having to go out of their way to register for your auction is a huge inconvenience for your donors.

Offering the option to purchase tickets online will make RSVPing a much quicker and easier process. Instead of having to visit the venue or mail an RSVP to attend, donors can simply register from their phone or computer whenever they have the time.

Which registration experience would you prefer?

How is it done?

Nonprofits frequently host their live and/or silent auctions in tandem with online auctions. Online auctions follow a similar format to silent auctions, except all of the fundraising is done digitally!

In order to host an online auction, your organization will need the help of auction software that’s equipped with the ability to generate those online event sites we were talking about earlier.

Another main functionality of these sites is that they enable you to host auction item listings that supporters can browse and bid from. (Pro tip: even if you aren’t hosting an online auction, these sites make excellent auction catalogs for event advertising, since supporters can get hyped up about your items!)

All you’ll need to do to set up your auction is to record information about your items in the software platform, generate and customize the site, and open up the option to bid. Supporters will have to create an account and pre-register their credit cards to participate.

Why does it better the experience?

Adding an online component to your auction makes it more inclusive. Even donors who can’t make it to the event can still participate and support you!

Not to mention, hosting an online auction provides your organization with an additional opportunity to engage your donors. The more your donors are able to interact with you, the more chances you’ll have to communicate with them, get to know them, and demonstrate the worth of your work and cause.

An online auction is the perfect opportunity to connect with more donors more deeply!

How is it done?

While traditionally silent auction bidding has been conducted with bid sheets, now organizations have the option to use mobile bidding software.

Mobile bidding eliminates the need to handwrite bids and hang out around item displays to maintain the highest bids. Instead, supporters can keep tabs on their items and place their bids directly from their smartphones.

This technology can also house a number of useful secondary features, including:

• By proxy bidding, wherein bidders can authorize the software to top bids on the items they want up to a pre-set amount.
• Text communications so your nonprofit can send bidders direct notifications throughout the event.
• Donation portals for accepting contributions outside of the auction.
• Scoreboards that give real-time updates on item status and fundraising progress.

To get equipped with mobile bidding, your organization will have to find a provider who specializes in this technology!

Why does it better the experience?

Mobile bidding can enhance the silent auction experience in a number of significant ways:

1. It makes bidding more convenient. We already touched on how convenience is the key to event fundraising success. Mobile bidding eliminates the need for an arduous bidding process, allowing guests to focus more on enjoying the finer aspects of your event and less on protecting their items.

2. It simplifies checkout significantly. In order to use mobile bidding, guests will first have to register their payment methods with the software. The software automatically determines item winners and processes credit cards at the auction’s close, meaning that attendees won’t have to wait in a long checkout line at the end of the night. Instead, they can just grab their items and go!

3. You’ll have more opportunity for interaction. Mobile bidding provides your organization with a pathway for direct donor communication during the event. Not only that, but since bidders won’t have to camp out by the items they’re monitoring, they’ll be freed up to talk to you and your team!

How is it done?

By attending your auction, your donors have not only supported your nonprofit financially; they’ve also taken the time to show their in-person support and stand in solidarity with your cause.

That’s a big backing! Make sure you express your sincere gratitude during the auction planning process, at the event itself, and beyond.

Thank your donors after they buy tickets. Thank your donors when they walk in the door. Thank your donors as you’re making your live fundraising appeal. Thank your donors after the bidding has closed. Thank them as they’re leaving and after the event is over.

There’s really never a bad time to thank your donors, so do it often. Just make sure to avoid these common acknowledgement mistakes in the process!

Why does it better the experience?

Your nonprofit has probably already caught onto the fact that expressing your gratitude is essential to retaining your donors.

And while your donors aren’t attending your auction to be recognized, it’s still important to demonstrate to them that their contributions are valued. Your donors know this fact deep down, but their contributions can still seem futile without a reminder that they’re meaningful every once in awhile.

Point is, thanking your donors indicates to them that they’re essential to your nonprofit’s work. When your donors know they’re needed (and that your nonprofit recognizes it), they’ll be much more likely to keep giving.

Think about it: would you be inclined to give to a nonprofit again if you left their auction feeling like your attendance hadn’t even been noticed? Probably not.

How is it done?

Once your auction is over, consider sending out an email blast to your guest list that includes a quick survey they can take to provide you with their feedback on the event.

Many email marketing services support survey building (whether it’s a built-in feature or through integrations), so your nonprofit should be able to set one up fairly easily.

The questions you choose will be dependent on your unique event, organization, and attendee base, but here are a few ideas to help you get started:

• How would you rate your auction experience?
• What was your favorite part of the event?
• What was your least favorite part of the event?
• Is there anything specifically that we could improve next year?

Just remember: keep your survey short. The quicker it is to complete, the more likely your donors are to fill it out (convenience comes into play again!).

Why does it better the experience?

While collecting guest feedback may not help you improve your event this go-round, it can really come in handy for future auctions. After all, there’s no better insight than hearing about the experiences of those who were actually there!

Not only does surveying your guests help you target areas for improvement, but it also makes your donors feel special.

Everyone likes to feel like their opinion is being heard, so this small step can show your donors that you really care about what they think and are making an effort to cater future events to their preferences.

With these 6 tips, your organization will be well on its way to showing your charity auction donors a thoughtful, convenient, and enjoyable event experience.

For more tips on how to transform one-time event attendees into loyal donors, check out Clairification’s ultimate guide!

Adam Weinger is the President of Double the Donation, the leading provider of tools to nonprofits to help them raise more money from corporate matching gift and volunteer grant programs. Connect with Adam via email or on LinkedIn.

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