Successful Silent Auctions

If you are part of the gala circuit, chances are you have witnessed firsthand the thrill and excitement of a silent auction. If so, you have probably also seen just how quickly silent auctions can turn friends into foes as they go toe-to-toe for a 14-day African Safari all in the name of charity! Yes, silent auctions are IN, and show no signs of slowing down. As they continue to grow in popularity, here are a few things to consider:

First up, perhaps there, ought to be a name change. It’s a silent auction, but this is hardly an adequate description considering the flutter of activity at these events!

With proper planning, a silent auction can generate a lot of cash. If you’re on the board of any non-profit organizations, or even a volunteer, you have no doubt been involved in some discussion over generating revenue. If you’re not already doing it, look at an auction as a way to up the ante.

When a silent auction is one of the elements of a fundraising event, we always suggest that the client try to have the items on auction match the audience’s personality. Every organization should have a profile of the attendees of their event. If you know your guests, or the type of attendees you would like to attract and select items to match their taste and style, you can create the potential for greater revenue from the auction.

Use the silent auction to build excitement and interest at your event. Be different. For silent auctions, experiences are HOT! Create auction lots that will foster memorable experiences. In other words don’t just auction off two tickets to the Emmys; include a celebrity stylist and make-up artist, borrowed jewels and transportation...and don’t forget tickets to a post-Emmy party. Give attendees access to items or experiences that they cannot get anywhere else.

As the popularity of silent auctions increases, so will the volume of requests that corporations receive on a daily basis from charities equally as important as yours. Do start your solicitations early. Most companies plan their giving very early in the year, so get your name in the hat as soon as possible.

Even the most generous corporations have limits on just how much they can donate each year, and some even have specific causes that they would like to assist. Spend a little time researching upcoming initiatives, submission deadlines, and criteria.

If your request is declined, make sure to stay on the company’s radar. You may get lucky the next time around. Some organizations plan their donations in November and December for the upcoming calendar year, so try to coordinate your efforts accordingly.

In addition to the traditional route of getting auction items, don’t overlook your personal network. Friends, family, and co-workers may have access to those companies you’d like to attract. Leverage these relationships to help you get those most coveted items
Select one or two items, and have your emcee mention them throughout the course of the evening to drive guests toward bidding. As the event winds down and the auction close approaches, make a general announcement. Those who have placed bids may want to ensure that they are still in the running and, if not, make higher bids (translation revenue) to get that item they can’t live without.

Hopefully your organization has an eager group of volunteers who are wiling to help out with the execution of your event. Make sure that the staff assigned to the silent auction is knowledgeable about the auction items, and can answer extensive questions about what’s on auction. This is not a place for the shy or the passive; you need salespeople who know every tidbit about the auction items to help make the sale.

The staff should also be kept apprised of accepted methods of payment, and delivery options for items that buyers are unable to transport at the end of the evening. As simple as this sounds, often these are the overlooked details that, although sometimes forgotten, are integral to the big picture – generating revenue!

Wow your attendees with eye-catching displays that grab their attention. Don’t relegate your silent auction to a corner or dark room. Make your auction a main attraction so that everyone feels compelled to place a bid.

Keep your contacts in the loop about what’s going on with your organization, and what kind of impact their contribution made at your event. When you send your thank you note to auction donors, enclose a few event photographs. These simple courtesies will be appreciated, and will keep you in the front of contributors’ minds for the future.

Send me an e-mail (vwakeman@thewakemanagency.com)and let me know if you have other suggestions about how to make a silent auction a huge success.

"The Ben Appelbaum Foundation has enjoyed working closely with the Wakeman Agency on our annual event. Vanessa and her staff managed everything,
including consulting on the initial theme and invitation design, menu planning, program schedule, organizing buses to get people from midtown Manhattan out to Brooklyn, and the goodie bags and souvenirs. We couldn't be
more pleased with the entire experience!"

Doreen Berne
Executive Director, Ben Appelbaum Foundation