Since many of your potential donors and supporters are online, it makes sense to hold a fundraising auction online. In fact, cMarket, one of the leading online auction tools, estimates that its auctions have more than $50 million for schools and nonprofit organizations. But how do you set up an online auction? And how should you promote it?
To find out, Tivix talked to Michelle M. Williams, who is Special Events Manager at the Huntington Theatre Company in Boston and in the midst of planning her third online auction.
- Allow plenty of time for planning and soliciting donations. Williams suggests starting at least six months in advance. “Get a list together of businesses to solicit well in advance,” she recommends, as it can take awhile to get a response, collect descriptions of the items, and determine the starting bids.
- Enlist volunteers to solicit businesses. Williams starts by sending letters to businesses in the area, and encourages volunteers to solicit donations, too. “I think it’s important to have volunteers that will help you, particularly since they’re out in the community and frequent restaurants and salons,” she says. “It’s good to have those people go out the places they go to, where they’re known as clients.” Although her organization does not involve volunteers in setting up the auction, she adds that since online auction sites are user-friendly and accessible online, volunteers could help with posting items online.
- Strive for items that will get bidders excited. Williams suggests that organizations include items that “either represent the mission of the organization or are more experiential things that you can’t just go out and buy.” For instance, a private dinner prepared by a local celebrity chef or a behind the scenes look at an orchestra or ballet company (perhaps even your organization). You can also bundle items together to create a more interesting or extravagant package, like a night at a ritzy hotel paired with a spa certificate and dinner for two.
- Promote your auction online and in print. Having “a good database of email addresses available” is key, according to Williams. Contact those who subscribe to your email newsletter or who have supported your organization in the past. Since Huntington Theatre runs its auction in conjunction with an annual gala and live auction each spring, the online is also listed on materials for the live event. You could include information about the auction on your organization’s website and in any print mailings or newsletters.
As with any fundraiser – on or offline – Williams says it’s crucial to know who you’re going to market it to. Follow these steps and use the marketing resources of your own organization to ensure a successful auction.
