Masterful Marketing Strategies for Auction Success
For nonprofit professionals planning auction fundraising events, the art of marketing your packages effectively can make or break your event’s success. In our recent webinar, Beth Sandifur, an experienced fundraising consultant, shared her tried-and-true strategies to create compelling auction packages and market them effectively. If you’re planning an auction, these insights are a must-read!
Why Auction Packages Matter
Auction events remain one of the most engaging and profitable fundraising strategies for nonprofits. However, curating auction packages that resonate with bidders requires a thoughtful approach. As Beth Sandifur emphasized, “You’re not just selling items—you’re selling experiences.” A strategic focus on packaging can increase bidder excitement, maximize returns, and improve the overall event experience.
Expert Tips for Crafting Winning Packages
The Power of Packaging
Beth stressed the importance of bundling items to create enticing packages. While live auctions often bundle experiences like vacations, restaurants, and activities, silent auctions can benefit just as much from creative packaging strategies. A few successful examples include:
- Restaurant Certificate Bundles: Group certificates by geography or cuisine.
- Date Night Packages: Combine a dinner voucher with movie tickets or a spa treatment.
- Bar Starters: Mix wine, spirits, and cocktail accessories.
Tailoring to Your Audience
Knowing your audience is key. Use auction categories like “Travel,” “Sports,” or “Dining” to focus your procurement efforts and create packages that align with donor interests. For example:
- Golf Fans: Use titles like “Fairway to Heaven” for a golf experience.
- Foodies: Offer “Dine Out for a Year” packages with monthly restaurant certificates
Pre-Event Marketing That Drives Engagement
Effective pre-event marketing ensures that attendees are excited and prepared to bid. Beth recommended these tactics:
Email Campaigns
Send targeted emails to your donor list, teasing key auction items and their unique value. For example:
- Monday: Event logistics and FAQs.
- Tuesday-Thursday: Highlight exclusive packages, such as live auction or “experience” items
Online Previews
Make your auction catalog available online as a downloadable PDF or through your Greater Giving project website. Previewing items builds excitement and allows bidders to plan their strategy in advance.
Write Descriptions That Sell
Crafting package descriptions that captivate bidders is an art. Beth’s preferred format includes:
- A catchy title (e.g., “Moonlight Magic” for a stargazing package).
- A brief, engaging narrative highlighting the package’s value.
- Clear bullet points of package details, like dates, restrictions, and inclusions.
Visuals Are Key
Strong visuals make a lasting impression. If professional photos aren’t available, Beth suggests:
- Using stock images or large-format Google results.
- Creating simple setups for in-house photography with white backdrops or inexpensive photo boxes.
Boosting Auction Night Excitement
On the night of the event, ensure your auction items are prominently displayed. Use engaging signage, digital displays, and live announcements to keep the energy high and bidding competitive.
Take Your Auction to the Next Level
By following these strategies, your nonprofit can create a memorable auction experience that maximizes fundraising potential. Whether it’s packaging thoughtfully, marketing strategically, or displaying items creatively, every detail counts.
Ready to supercharge your next auction event? Explore Greater Giving’s Auction Item Procurement Guide to secure auction package tips that bring in big bids at your next event!
