Fundraising Auctioneer

 

If I asked you what day of the week most charity auction chairmen select to conduct their benefit auctions you would probably answer Saturday.  And you’d be right.  If I asked you what day of the week is the best day to conduct a charity auction you would probably answer Saturday again.   But, this time you would not necessarily be correct.  The truth of the matter is any day can be successful with Mondays, Thursdays, Fridays and Sundays leading the way.

Don’t get me wrong.  Saturday night events can be very successful.  However, the biggest competition you face on a Saturday is not from other charitable events taking place the same night – but rather the “Lazy Boy” chair.  That’s because more patrons of charity events turn into “couch potatoes” on a Saturday – more than any other night of the week.

You can’t really blame them.  They worked all week and finally have a day off.  But, they have to run their errands.  They need to accomplish a number of household tasks – both inside and out.  And then there is their ‘me” time.  By late afternoon, while relaxing in their favorite hang-around-the-house attire, they must re-motivate to shower, get dressed and then travel to the venue.  Or they can simply plop on their well worn-in chair and enjoy the rest of the day.  Plopping often wins out.

As a professional benefit auctioneer it is one of my responsibilities to turn “sitters” into “bidders.”  You can’t raise the money you need if the wallets and checkbooks never make it off the top of a dresser drawer.  Lazy Boy-it is can be cured.  Through years of experience I’ve learned how to get guests out of their favorite chairs at home and have them sitting in the chairs at events.

In future blogs we’ll talk about the other days of the week and why they too can be keys to your success. And remember, I’m always here for you.  If you have questions give me a call or send an email. I’ll respond to either very quickly from my favorite chair.

Silent Auction items typically bring in approximately 65% of the retail value according to the National Auctioneers Association. Of course some events do better than others but, the rule of thumb is 65%.

 

Savvy silent auction attendees have learned over the years to become “sniper bidders”. They wait until the last moment before making any bids and swoop in to place the last bid on an item seconds before the bidding closes. Wouldn’t it be great if there were an enticement to get bidders to pay more than 65% and encourage competitive bidding throughout the whole period of the silent auction? Well, now there is… 5^th Line Frenzy.

Attendees, who place their bid on the “5^th line” of any specially marked, silent auction bid-sheet, are automatically entered into a raffle to win a significant prize.

There several things that must be in place before 5^th bidder frenzy can be effective:

 

•        All silent auction bids sheet must have predetermined bid amounts printed on the bidding forms (more on this later).

•        A substantial prize that has universal appeal has to be donated or purchased. (A gift certificate for an Apple IPad makes a great prize. The reason for the gift certificate is so the winner can upgrade the idea to meet their specific requirements.)

 

•        An incentive for the business person to donate the prize is to become a sponsor. The emcee/auctioneer, as part of their regular announcements, will state, “The fifth line frenzy is proudly sponsored by XYZ Bank.”

•        The prize is attractively displayed near the registration table with a brief written explanation of 5^th Line Frenzy so that all attendees will notice the prize and hopefully inquire, “What is fifth line frenzy?” A friendly greeter will be on hand to explain the process.

•        Strategically placed, printed instructions will be placed throughout the venue. While 5th Line Frenzy is a simple concept, for many attendees this may be their first experience with this bidding strategy.

 

Registering people for the raffle is a breeze, provided you use these simple techniques.

 

•        At the conclusion of the silent auction, collect the bid-sheets and bring them to the check out area.

•        Have one person sit next to the person inputting the results into the computer to collect the data from the highlighted 5^th line of the bid sheets.

•        The process for collecting the 5th line data is as simple as having a couple of blank sheets of 8 1/2 X 11 paper, and handwriting the bid numbers for everyone who placed their bid on the fifth line (see attached). Be sure to leave enough space around the number for easy scissor work later.

•        Once the number is collected from the individual bid-sheet, it is passed to the person who is inputting the data into the computer.

•        When all bid sheets have been processed by the 5th line collector, the numbers are cut into foldable slips of paper and placed in a container.

•        At some scheduled point during the announcements, prior to the live auction, the winner is quickly announced and informed their prize will be awaiting them at check-out.

 

5th line Frenzy works like a charm to get attendees to bid earlier while encouraging them to increase their bids to higher levels by skipping over the lower levels. When using this technique, do not be surprised if all of your silent auction items have bids on the 5th line or higher with 30 minutes still to go in the silent auction.

 

******Warning: Past experience has shown me that some organizations have attempted to modify the above process by preprinting the bid sheets with only the first couple of lines (40% and 50% of the retail value). The logic was, “Last year some people increased their bid higher on the 3^rd line, so we don’t want to restrict their bidding.” This is the wrong approach. Attendees can bid on any line they choose so long as it increases the bid. Without preprinting the bidding increments on all the lines on the silent auction bid forms you are simply going to confuse your bidders.***********

 

For more information about “Fifth Line Frenzy” and additional profit making ideas contact Fundraising Event Consultant/Auctioneer Scott Robertson at srauctioneers@gmail.com

 

 

The contents of this blog are not to be reproduced without the express written consent of Scott Robertson Auctioneers.

Use a live model if possible. This person should be pretty, charming, and committed to modeling the piece of during the entire cocktail reception and during dinner. The model should have a handler who will walk them around the reception and make introductions to the attendees especially those who have a penchant for fine jewelry. The handler should be well connected within the organization and have the same level of time commitment as the model.

Dress your model to put the emphasis on the jewelry and not on her. A solid colored strapless dress that compliments the jewelry, with the preference of ivory or black. This will allow the jewelry to standoff the model’s skin and portray the colors of the jewelry. The model’s hair should be in an “up do” so as not to distract from the jewelry if it is a necklace. If the item is a ring, than this should be the only ring worn by the model and bracelets should be worn the same way.

When it is time for the live auction the model should be on a stage near the auctioneer and standing directly beneath an overhead so light will illuminate the her and the jewelry. The jewelry should be photographed prior to the event and shown on the on the projection screens which will highlight the details of the piece.

NEVER have the MC ask when the item is about to be auctioned “is there anyone in the audience that wishes to see this fine piece of jewelry”? In my almost twenty years of conducting fundraising I have never seen either of these two items occur:

• The people that wish to take a closer look are invariability in back a corner of the room and it takes a long time for the model to arrive at their table.
• That the people who requested a closer look even bid on the item much less purchase the item.

When someone is interested in the item they will make certain they have seen the piece during the preview and prior to the bidding.

To summarize, have a younger female model wearing an outfit that compliments the jewelry. The model and her handler’s responsibility is to make sure that all the potential bidders see the piece during the cocktail reception.

 

Your acquisition committee comes to you all excited as a local jewelry store is willing to provided jewelry to your fundraising auction at “the stores cost” in exchange for being the featured jeweler at your event! Should you be excited or politely decline this offer? This is up to you and your committee but all that glitters is not gold and all “opportunities” are not good deals for your organizations.

 

While there are many reputable jewelry stores in every community there are also some self-serving ones. The goal of the “self-serving” jewelry store is to make money on their “donation” and reap the benefits of the positive PR provided by your school or not for profit organization. Be wary. Below are some additional tips regarding jewelry in your live auction.

 

• Jewelry can be a highly subjective item at a fundraising auction. People’s jewelry taste vary and “one size does not fit all”. Select jewelry that will have universal appeal but is also unique to generate interested among your bidders.
• Jewelry stores tend to inflate the price of their “donation” to your fundraising auction to a price higher than they would price the item at 5 minutes before closing time on Christmas Eve. Again proceed with caution
• Jewelry consignments can take money out of your crowd with little to no actual donation from the jewelry store. If the consignment price is $4,000 and you sell it for $4,000 your net profit is less than $0.
• Any more than two jewelry items in your live auction is simply too many. Keep your items interesting and unique in order for maximum profitability.

Ok, if you are still reading, then you really do want to know my suggestions on selling jewelry at auction. Stay tuned for next blog entitled “How to best display jewelry at your fundraising auction”.

How to get volunteers to do the job you want them to do?  It is very simple; COMMUNICATION!  Provide them with their job description(s) the location of their station(s) and the timeline for the event.  Make sure the job descriptions are not wordy or lengthy, but they should be able to communicate exactly what you want them to do.  When you want them to do, and where things are positioned.  Auction Chairman often times does not think to write out the job description as they ASSUME that the volunteers understand their exact role. However this is often not the case.  Writing job descriptions prior to the event is time well spent. The night of the auction can be chaotic enough without the additional task of explaining to the volunteers their role for the evening. In other words less stress…

The biggest complaint you get from volunteers is that they—DON’T KNOW WHAT TO DO or WHEN TO DO IT!  From there, they may get reprimanded from a member of the committee, which is never fun.  In almost 20 years of experience as a fundraising auctioneer the biggest complaint I hear from volunteers is they simply were given no direction.  Remember to be kind to your volunteers, communicate your expectations, and they will happily play a significant role on your fundraising team.

Feed your volunteers—

 

Volunteers at a fundraising event are critical for success. They help with many tasks including decorating, greeting guests, check-in/check-out, etc. that allows the event run smoothly. Volunteers are the lifeblood of any winning fundraising team. Treat them well, respect their time, and remember to feed them!  A hungry volunteer is never an efficient volunteer.

Often time’s volunteers are requested to arrive at the fundraising event hours before the event begins.  They help with set-up, finishing touches, and organization for the upcoming gala later that night.  More often than not volunteers don’t have the luxury of going home so they end up not eating before the arrival of the guests.

 

So you ask, how do you solve this problem?  It is simple!  Have a volunteer room/area  where volunteers can go rest, sit down, relax, mingle with other volunteers and grab some food. For instance, if the volunteer task is check in/check out they have no responsibility during dinner. This is a perfect time for them to make their way to the volunteer break room.

 

A happy volunteer will be a great ambassador for your organization, a hungry volunteer………………………… is another matter.

 

 

 

The 4 Key Components for a Successful Fundraising Auction

 

Much like there are 4 legs on a bar stool, there are 4 key components to a successful fundraising auction. Take off one of the legs of the bar stool and with some steady balancing, and lots of unnecessary problems you can stay seated provided you are careful. Take away two legs and there is simply no way to remain upright. Fundraising auctions are much the same way, take away one of the four components and while tricky you can still say you had a good event, but it was touch and go with way too much stress. Take away two of the components and you are destined for failure.

 

So what are the four components you ask………………………………

1. Attendance by supporters of your cause who understand the mission of the organization and who wish to help. These folks are generous in nature and have the financial wherewithal to participate in the bidding of the silent and live auction.
2. Have the proper items up for bid. The definition of “proper items” is experiences, products, services, and opportunities in which the attendees will have real interest. Gone are the days that if we put in it in the auction the generous attendees will buy it even if they have limited interest in the item. In today’s fundraising auction world buyers exhibit “strategic bidding” and only bid on items that they really like. So analyze your crowd, especially your historic better bidders, and provide appropriate items for their bidding pleasure
3. Host your event in the proper venue. Your venue needs to be welcoming to allow your attendees to be comfortable and feel good about the mission of the organization. This means from the time your guests arrive in the parking area or valet, until they have checked out with their items, should all be an enjoyable experience. “Comfortable “can mean many things for your attendees so know your audience and plan ahead. A few items that universally contribute to being comfortable at a fundraising event include but are not limited to:

• Is valet parking courtesy, fast and efficient and/or is general parking convenient for the guests?
• Do your guests feel welcomed upon walking up to check-in or feel like just another number in line like at a sporting event.
• The first drink. Sounds incredibly simple but the getting the attendees their first drink quickly upon arrival sets a positive tone for the rest of the event. A cocktail often helps to sooth any issues that may have occurred prior to their arrival.
• Sound. Is the sound system adequate to hear announcements, presenters, as well as the live auction. Not being able to hear creates a stressful situation for attendees.
• Location. How far did they travel from their home to enjoy the event? Know your attendees and their zip codes and try to plan accordingly. If they are staying over than this point is diminished.

       4.   Retain the services of a motivating professional fundraising auctioneer to lead your fundraising efforts. A highly qualified professional auctioneer is the best investment you can make for your fundraising event. Part entertainer, part comedian, the good ones are always focused on raising funds and friends to support the mission of your organization. Based upon their experience, knowledge, skill and performance they will far more their cover the fee for the night of the event while reducing your stress all along the way. Plus, your guests want you to hire a professional fundraising auctioneer, because let’s face it; the auctioneer is the primary source of the fundraising as well as the primary source of entertainment. The auction chair and their committee work countless hours all year long to make the event a success, don’t risk the final product in the hands of an amateur.

So my suggestion is take these four components to heart when planning your next fundraising auction. And much like a strong four legged bar……..you have a stable base on which to build on this year and the future.

Developing and executing a well thought out time line of events is essential to running a successful auction.  Much as a wedding planner spends months thinking through every last detail of the wedding day, a good auction chairman will spend time preparing the auction to be a flawless and remembered evening for the guests.

Your auction timeline is your “roadmap” to success.  Volunteers, vendors and paid staff all play a key role in an fundraising auction, and your timeline lets them know where they need be, what they need to be doing, and how they need to work together. With a good timeline in place, guests can be assured that the evening will flow like clockwork.

Think if you keep auctioning items till midnight your attendees are going to be active and tuned into the auction?  Think again!  A critical part of the timeline is determining when to end the live auction. In fact you should decide when to end the live auction and work backward to complete the rest of the timeline. If you are having a weekday auction, you should aim to end no later than 9:00 pm, 9:30 at the latest. And if you are having a weekend auction, plan to finish up by 9:30 or 10pm.  You may wonder why to end so early — it’s because you want to schedule the bidding earlier in the evening when people are interested and motivated.  A long week, an hour or so of cocktails, and as you can imagine, the bidders get mentally and physically tired and check out.  Losing motivation= no bidding!

 

 

For any auction, a timeline keeps it running smoothly and makes it successful.  Cheers to a successful auction, and some healthy competition from the bidders!

When it comes to fundraising events, silent auctions can contribute greatly to a charity’s bottom line – if they are conducted correctly. After nearly 20 years as a professional benefit auctioneer, I’ve refined the following “Silent Auction Suggestions” list and am happy to share it with you.  My goal, as is yours, is to raise as much money as possible for those who need it the most.  This list will help you accomplish just that.

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