1. Plan, Plan, Plan.
Never underestimate the importance of planning- everything from making sure your date doesn't complete with major fundraisers to properly organizing the order of the auction items. Your auctioneer brings a wealth of experience. Consider inviting him/her to come of your planning meetings.
2. Choose the right items for live auction.
Make sure you offer items that attendees can picture themselves owning. Sometimes the items that bring the highest bids aren't the priciest- they are unique experiences such as dinner with a local celebrity or a round of golf and lunch with your organization's top executive- especially if she/he has a delightful, charismatic personality.
3. Make you silent and live auctions work harmoniously.
Close out your silent auction before the live auction starts. You don't want your bidders leaving the room to check on their silent auction bids.
4. Remind attendees why they are there.
Some of the most successful events open with brief remarks from someone whose life has been positively changed by the work of the not for profit. This tugs at the heart strings of the audience and inspires liberal bidding.
5. More is not necessarily better.
Limit the number of items in your live auction to no more then 20. Twelve to 15 is ideal- too many and you lose your crowds attention.
6. Get the item's donor involved.
If the item has an interesting story behind it, call upon the donor to briefly explain it. Recently, Lawrence Auctioneering auctioned an item donated by a world adventurer. The adventurer said the matching set was at the Smithsonian- suddenly the value of this item increased dramatically.
7. Promote your live auction items before the event.
Many successful events send a listing of live auction items to attendees' at their homes. This allows attendees to plan ahead. If time and/or budget prevent a mailing, have a complete list on flyers at each dinner table. Also, prominently display items at your event. Use PowerPoint images projected on a large screen to keep your audience focused on the items being offered.
8. Keep everything moving.
Start your live auction as dessert is served. That way, your audience won't leave the room and potentially miss out on bidding. Never announce, "We'll start the live auction after a brief bathroom break."
9. Make it fun.
Many events start with "heads and tails" to get the audience in the right mood. One successful event uses cash as the prize so the winner has a cash windfall for the live auction that follows.
10. Recruit good spotters and train them.
In a large banquet hall, you'll need spotters who can identify bidders. Good spotters hone in on the leading bidders and gently encourage high bids. Spend 10 minutes before dinner to train the spotters.
11. Consider special appeal.
Staged at the end of the live auction, it allows attendees who didn't have a winning bid to still contribute. Event organizers should tie it to a tangible item to be funded. (i.e., computer equipment, scholarships).
12. Don't forget to say "thanks."
Such a simple thing, but you can't do it enough. Go out of your way to thank your event's attendees throughout the evening. Don't forget to send thank you notes to all donors. Another nice touch is to include their names in the program so they can see how they were publicly acknowledged.
Lawrence Auctioneering is a leading Twin Cities Benefit Auctioneer.
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