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Engaging More Auction Donors: 3 Keys to Your Most Successful Benefit Auction Ever

January 07, 2014
This week’s guest blogger and fundraising auctioneer extraordinaire, Kathy Kingston, updates us about ways to tap into key giving trends at charity auctions.

According to Kathy’s extensive benefit auction industry know-how, benefit auctions are booming across the United States. In fact, many of her clients broke all-time fundraising records this year.

Americans are incredibly philanthropic. 75% of Americans give to Charity, according to Sharon Danosky, fundraising consultant and president of Danosky & Associates. Over 16.3 billion dollars are raised annually at fundraising auctions in the United States according to the National Auctioneers Association.

Kathy encourages nonprofits, schools, and event planners to tap into some of the reasons why people give, often the secret to increasing donor participation at benefit auctions. This advice can help you best select travel packages and other live and silent auction items as well as better planning of all elements to ensure your most successful auction ever.

Kathy created this acronym, MSL to illustrate how she sees auction guests giving at fundraising auctions: meaningfully, locally, and strategically. Here is how it applies to the ways donors are giving.

Meaningfully. Today’s donors give to causes that are near and dear to their hearts, either via personal experience or when someone close to them asks them to become involved. How can you translate this “meaning” to your event? Kathy strongly suggests making sure the event’s mission is central in the conversation. “Not just as the beginning and end of the night, but threaded throughout, visually, conversationally and any other creative way you can think of.” Make sure that your auction guests understand the impact of their gift.

Locally. Think globally, act locally is more than just a lovely thought. It is the mantra of many of today’s charitable givers. It is up to fundraising auction and event organizers to demonstrate how donor dollars benefit local causes and strengthen communities. Whether the cause is kids, animals, neighborhood beautification or something else very directly applicable to your audience, Kathy says “Demonstrate the cause and effect for your attendees, make it live and palpable through special guests, video, live demonstrations etc.” Clearly show how an auction donor’s participation will impact your local community.

Strategically.
Given the changing demographics and buying preferences of auction audiences, Kathy sees a trend towards generous giving during the fund-a-need special appeal. Kathy sees the fund-a-need special appeals as a powerful strategic vehicle for giving at charity auctions. In fact Kathy’s experience over the last several years shows that revenue from fund-a-need is actually outpacing silent and live auction revenue. All donors want their dollars to work especially hard. In many cases guests prefer to give to the cause and not necessarily purchase an auction item.

Think about MLS as you begin planning your 2014 events!

What trends are you seeing for donor engagement at your auction? What are your ideas? Contact Kathy at Kathy@kingstonauction.com or visit her website at http://www.kingstonauction.com.