6 Secrets for Spectacular Anniversary Fundraising Auctions

1, 5, 10, 25, 50, 83 — Do I hear 100 years? Absolutely!

“Kathy, Get ready for year 10!!! This is a big one and a big deal. We made it this far! What ideas do you have to make this auction extra special” exclaimed Rachel the Executive Director of Amy’s Treat last week.

Wow! I love anniversary fundraising events. And you should too.

This special article is dedicated to Amy who was my neighbor and friend. Ten years ago her partner Lenore knocked on my back door and said, we’d love to have auction to start a nonprofit in Amy’s memory — Kathy can you help? I am honored to be a donor and their auctioneer. (Amy’s Treat is dedicated to providing solutions to the day-to-day difficulties of living with cancer and offers unexpected “treats” to renew the spirit.)

For over 30 years, I’ve been honored to serve as auctioneer and consultant for countless anniversary events and even four centennials. However, did you know that your anniversary fundraising auction is a premier donor cultivation opportunity?

Here are my six secret strategies to gather and keep all of your supporters who love you, raise more money and get those bid cards waving.

  1. First and foremost, obsess on audience development. Reach out personally to your founders and all past board members and invite them personally. Then reach out and invite every single donor – personally. Make sure that you include everyone who every came to ANY of your events.Be sure to include any and all auction item donors and invite them personally Gather every one. Your supporters will want to be with you as you celebrate your special anniversary of your incredible impact!
  1. Form a diverse active host committee. Invite supporters from founders, volunteers, to present-day donors. There will be many people who are not able to attend and wish to offer their support by sending a contribution.
  1. Pick the most lucrative anniversary theme. YOUR IMPACT! In your all of your outreach, promotion and marketing and social media, keep your mission and impact front and center. From your save the date card to your inspiring speaking program – showcase the impact what your generous donors contributions have done for your organization. This is the time to go all out so that everyone falls in love with your great cause all over again!Start early – even several years before your anniversary event. Your signature event is also an opportunity for a year round celebration with numerous events.
  1. Avoid costly mistakes. Many groups spend valuable funds, resources, and time on what I call the 3 Deadly D’s: decor, dessert and dancing. (Hint: no one will recall your theme, colors, decorations or tablecloths – however they will be inspired by true first-person stories that showcase your amazing impact on the lives of whom you serve.)
  1. Invest in what matters. Focus on your purpose – not the party. And your purpose is three-fold.
  1. Communicate the impact of your donor’s gift
  1. Obsess on strategic audience development
  1. Express profound gratitude again and again
  1. Leverage your anniversary event as a launching pad to skyrocket fundraising too. Whatever the year – your fundraising auction is an unparalleled opportunity to invite and engage new supporters and to engage current donors in an exciting, profitable and inspiring way! Stand out as a signature, inspirational, fun, profitable event where generous donors are thrilled to bring friends, family and colleagues every year!

“Celebrate your success, treasure the past and continue to create a legacy for your great cause and your donors for the future.” Kathy Kingston

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7 Hidden Secrets for A Lucrative Live Auction

7-secrets-kathy-kTo achieve record-breaking live auction success, you need a highly strategic perspective and months of careful pre-event design that includes a whole choreography of strategies. What you and your audience see on the live auction stage is just the tip of the iceberg.

While your live auction is an entertaining, highly profitable focal point of the entire event, adding dollars, sparkle and fun, it’s also a key opportunity to inspiring your guests to stay involved with you and become loyal donors.

Looking through the lens of my Fundraising Auction Philanthropy Model, here are seven of my favorite (and often overlooked strategies) to get those bid cards waving generously and to keep them engaged in your mission long after auction night.

1. Stand Up Front and Gain a New Perspective
Auction organizers, try this enlightening tip. During the live auction, stand up front, face your audience and see what the auctioneer sees. (Do not sit in the audience or stand in the back of the room and watch the auctioneer.)

From a donor relationship standpoint, it is much more powerful—and revealing—to watch your guests. Stand up front, near the auctioneer, and you’ll experience a different dynamic. You’ll be able to focus on all the action. You’ll see exactly who is bidding, who is not bidding, which guests are focusing at which moments, who is more engaged during which live items, and who is not even in the room. This rich information will be invaluable to you as you create your donor follow-up and cultivation plans. Knowing on a firsthand basis exactly what your guests are actually doing during the live auction and how they are participating will give you strategic insights on the best way to make personal connections after your event.

2. Stop Selling Items — Start Selling Your Cause
It’s not about what bidders get, it’s what they give. Always tie your mission into the item description to showcase the impact of your guests’ generous bidding.
It is essential for an auctioneer working at a benefit auction to inspire guests and show them how high bids will positively impact the cause. Be sure to prepare numerous mission related bullet points in writing for your auctioneer. That way in addition to describing and auctioning your live items, your auctioneer needs to make inspiring comments about the impact of your mission throughout the live auction. During the bidding process, he or she can engage and educate your guests by interspersing inspirational talking points about the mission of the organization.

bid-paddles3. Curate Every Live Auction Item
Waste no time or energy on live auction items that do not bring a return of at least 85 percent of value — and shoot for items that sail over the value!

Act and think like a top marketer: Match your auction items to your guests. Study your live auction results each year and only procure items that are incredibly successful for you. Remember, less is more. Fewer items with higher values will fetch more profit. Hand-select premium items. Make a chart calculating retail value, high bid, and percentage of value achieved. Study what your guests love. Go get more of these top revenue producers! Solicit live auction items that are personal and unique: trips, once-in-a-lifetime experiences, exclusive wine, multi-person, multi-course gourmet dinners, one-of-a-kind travel, and sold-out and unique group experiences. (For more in-depth discussion of auction items, see Chapter 6. of A Higher Bid)

4. Double Double—Dollars and Donors
Double your money, double your donors. Selling two of the same live auction item is an oftentimes overlooked fundraising opportunity that has the potential to raise a lot more money. To be strategic, always ask your live auction donors, before the event, if they would consider offering two packages. With a doubled item, you will engage more bidders and their supportive friends.

5. Why Risk It? Retain A Professional Benefit Auctioneer
Don’t leave money in the room. With a professional benefit auctioneer who has wide fundraising experience, proven ideas, and a dedication to good causes, you will raise more money.

Over the three decades as a professional auctioneer, I typically see an average increase of 20 to 200 percent in live auction revenue when either I am the professional auctioneer or if an experienced professional benefit auctioneer colleague follows a year that an organization uses a volunteer, celebrity, or VIP personality. That’s because professional benefit auctioneers know how to engage the audience, move bids along to reach the highest possible amount, keep the focus on the nonprofit mission, and create a lively and entertaining event that maximizes your fundraising and leaves your guests eager to return the following year. Remember, investing in a professional benefit auctioneer does not cost you money in the long run, because you will generate more profit.

bidders-table6. Prepare Your Guests to Bid Generously
Bidder behavior has changed. No longer do guests come to charity auctions with the express purpose of bidding no matter what. Now, your supporters are much more strategic—so you have to be strategic, too.

Leverage this trend and design a comprehensive, personalized approach to market your live auction items heavily before your event. Create a specialized marketing campaign before the event to showcase and build excitement about your live auction. An often overlooked yet powerfully effective strategy is to mail an auction catalogue in advance to all your guests.

7. Empower your Board and Leaders
Long before auction night, train your board and stakeholders to “talk up” your live auction items by personally speaking to your previous top bidders and letting them know about hot live auction items that they, especially, will love!
On auction night, during the cocktail reception invite your table captains, board members, VIPs, and sponsors to bring their guests to your live auction display and talk up these live items. To get more bid cards in the air, you must prepare your guests in advance to bid generously.

What are your top way to increase profit, excitement and guest engagement? Share your ideas in the COMMENT box below … OR email me with your ideas at kathy@kingstonauction.com

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From the Top: How to Work with Celebrities at your Benefit Auction

From-the-Top-header-2015

Wishing you a fantastic 2017!

Do you wonder how to work with celebrities, media personalities and VIPs at your benefit auction? Kathy Kingston, benefit auction fundraising expert teaches the best and worst ways to work with Celebrities and VIPs at your charity auction.

How to work with Celebrities at your Benefit Auction

Raise more funds. Engage more donors. Break all records!

PS: Sign up for your complimentary Fundraising Auction Assessment Call with Kathy.  www.KathyCall.com

Kathy Kingston 603-926-1919 kathy@kingstonauction.com

Posted in Charity Auctioneer, non profit auctions, Video Series - Fundraising Auction Video, videos | Tagged , , , , , , , , , , , , , , , , | Leave a comment

The Party’s Over – Now What? Your 3 Top Tips for 2017

During my three decades as a professional fundraising auctioneer and consultant, the biggest blunder that I’ve seen nonprofits and schools make is to treat their fundraiser auction as if it were a one-night, once-a-year event. That limited thinking epitomizes a costly outdated model of fundraising.

Why? Because that old event-centered mindset leaves countless money in the room and excludes vital donor engagement. I’ve even heard some people mistakenly proclaim, “Auctions are like a one-day retail business.” And when I started my career 30 years ago, I thought that too.

But it’s just not true. And here’s why…

Your benefit auction is part of a whole, a strategic development process that extends year-round. When you design and conduct a fundraising charity auction, you’re not just staging an event. You are not just selling items. You are not just having a party. You’re developing a philanthropic culture of giving that transcends the night of your event that will propel your mission long into the future!

So how do you transform from that old event model to a new prosperous philanthropy mindset for benefit auctions?

Here’s the exciting news, your fundraising auction IS a golden entry point for continuous year round fundraising and donor development. Auctions, event and fundraising galas, when strategically designed, are a superior way not only to identify donors, but to cultivate them and continue working with them afterward, showing them what a difference their gift(s) make to the organization.

First, let’s take a look at this eye-opening research on what retains donors.

head-arrowPenelope Burk of Cygnus Applied Research regularly conducts surveys of the donor environment. She says that of the 95 questions posed to donors in Cygnus’s landmark study, none was more revealing than this one: “What would cause you to remain indefinitely loyal to a particular cause, while increasing the value of your contributions over time?” Burk notes that 90 percent of donors who start contributing to a particular cause stop giving by the fifth renewal request, and over 60 percent who make a first contribution never make a second. This disturbing trend limits fundraising growth and forces fundraisers to spend a disproportionate amount of their time and budgets acquiring more donors to replace those one-time supporters.

However, Burk also found that 87 percent of study respondents said they would give again the next time they were asked, 64 percent would make a larger gift, and 74 percent would continue to give indefinitely — if they received the following every time they made a gift:

  • Prompt, meaningful acknowledgment of their gifts.
  • Reassurance that their gifts will be directed as they intended.
  • Meaningful news about their gifts’ consequences before they
    are asked for another contribution.

And what about you? What strategies and action steps can you take in 2017 to raise more money, engage new donors and communicate gratitude and mission impact? Consider doing exactly what Burk’s research recommends.

Three Vital Actions To Raise More Funds and Engage More Donors

  1. Meaningfully acknowledge donors gifts within 48 hours
  2. Reassure donors that their gifts will be directed as they intended
  3. Communicate news about the impact of their gifts before you ask them for another contribution

I’m excited to announce our 2017 strategic theme: Invest in what matters. Ignore the rest.

In the coming year I’ll be focusing on this theme to help you with more education, strategies and insights about audience development, corporate sponsor leadership, donor engagement, board empowerment, communicating donor impact, and high profit fundraising streams for your benefit auctions, fundraisers and benefit galas. Thank you always for your support. Make it a magical 2017!

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From the Top: What are the best giving levels for Fund A Need?

Warm wishes for an abundant and happy holiday season.

Wondering how to determine optimum giving levels for your Fund A Need special appeal? Kathy Kingston, fundraising auction strategist and professional auctioneer guides you, your board and auction committee to structure the best levels of contributions to raise the most money and engage the most event donors.

Enjoy my video quick tip: (Hint, click on the arrow to watch)

What are the Best Levels for Contributions
at Fundraising Benefit Auctions?

Raise more funds. Engage more donors. Break all records!

PS: Sign up for your complimentary Fundraising Auction Assessment Call with Kathy.  www.KathyCall.com

Kathy Kingston 603-926-1919 kathy@kingstonauction.com

Posted in Charity Auctioneer, non profit auctions, Video Series - Fundraising Auction Video | Tagged , , , , , , , , , , , , , | Leave a comment