Auctions can be an excellent way for nonprofits to create a fun event that raises money with minimal advance investment. They’re especially suited to nonprofits with lots of business contacts and a constituency that’s eager to do a little shopping. However, not all auctions are created equal. The first question to consider if you think an auction might be a good fundraiser for your nonprofit is whether it should be a live, silent, or online auction – or some combination thereof.
Let’s examine the distinctions among these three types of auctions:
There’s nothing quite like the excitement of a live auction, with audience members locked in competition and a skilled auctioneer whipping them into a frenzy – and, of course, reminding them to bid high because it’s for a good cause. If you know of or can afford a good auctioneer, and would like the auction to be the focal point of your event, it’s worth going this route.
Live auctions usually bring in bids close to or in excess of the items’ market value, while silent auctions bring in only about half their market value. An expensive vacation for six will probably receive higher bids at a live or online auction than a silent one. Even the people who start out looking for a bargain may, at a live auction, get caught up in the action and spend a lot of money, having to remind themselves that, “At least it was for a good cause.”
Perhaps your group is looking for something lower key, for example, to be held in a side room during your annual dinner. A silent auction can be conducted without disturbing speakers or cocktail hour conversation. And silent auctions reportedly attract greater participation by women, some of whom may draw back from the highly charged bidding environment of live auctions.
Item that need to be examined up close or tried on will probably do better at a silent auction than an online or live one. One drawback, from a profit-making perspective, is that many attendees at silent auctions place only one bid, and then move on. Perhaps caught up in talking to friends, they forget to go back and see whether they’ve been outbid, until the last few minutes when they hear an announcement that the silent auction is about to end. That’s why some experts recommend not placing anything on the silent auction table that you hope to sell for more than $500.
An online auction is the quietest of all! It might be your best choice if you aren’t ready to fill a room with people, your members are spread out geographically, or you want to be able to open the bidding up to the whole world.
In fact, no matter where your members live, some will appreciate being able to participate in a fundraising event at any time of the day or night, without having to leave their home. Demographically, women between the ages of 40 and 49, with household incomes between $50,000 and $99,000, are the most frequent participants in online auctions. If that group is well represented in your organization, you may do very well. Don’t forget that up to 100% of your members and even the world at large will have access to an online auction. And they won’t have to pay admission or line up a babysitter.
Another advantage to online auctions is that you won’t need the army of volunteers that are required to set up an auction space and create attractive displays. A few volunteers who are eBay savvy, and perhaps have time to spare at odd hours, can handle the setup end of the process. Then you’ll need a few more volunteers to take care of shipping or delivering items once they’re sold. (If you don’t want to ship overseas, be sure to put that into the “special instructions” of your online auction site.)
The online auction method isn’t free, however. You’ll have to pay the hosting website or auction service provider. Someone will also need to pay for shipping, but you can specify ahead of time whether it’s the buyer or the organization.
You can combine types of auctions. For example, some nonprofits hold a live and silent auction during the same event (which helps sell more, while limiting the time spent on the live auction). Some hold an online auction before a silent auction, in order to reduce the number of goods they’ll have to display.
It’s also possible to integrate an online auction with a live auction. People begin bidding online before the live auction, with the highest online bid serving as the live auction starting bid. Online bidders may also be able to enter a maximum dollar amount for an item ahead of time, which is kept private from other bidders but told to a volunteer proxy who bids on that person’s behalf. Another option is to hold an online auction after your live or silent auction, to deal with items you didn’t have room for, or that didn’t sell.
For detailed information on conducting an auction for your charity or nonprofit, see The Volunteers' Guide to Fundraising; Raise Money for Your School, Team, Library or Community Group (Nolo).