How To Run An Online Charity Auction

Live events may be a no-go due to global disruption, but that doesn’t mean you’re stuck sitting around. Business after business is making the shift to online operations with data-first decision making, and charities can take advantage of this shift to raise money effectively.

The charity auction is a mainstay for nonprofits and goodwill events, and you can plan, implement, and follow up with an online charity auction to make the most of the current climate. Here’s what you need to know to execute one successfully.

The Pros of Online Auctions

Even if your only option is taking that auction online, there are some serious upsides to moving forward with this new format. You may even find that it becomes your new yearly staple.

 

• It’s flexible — You can design and execute your charity auction in a variety of ways and target more people than ever. You have more control over the length of bidding times, and you can update the auction with new items or stagger bidding to keep everyone coming back for more (especially if they’ve lost a previous item).

 

• It’s bigger — In-person events are subject to scheduling conflicts, location issues, accessibility challenges…you name it. When you host online, you can reach a much wider audience, one that might be more willing to tune in from the comfort of their couch.

 

• It’s automated — Online auctions take advantage of data collecting to make capturing bids, recording wins, managing inventory, and following up easy and hassle-free. 

The Cons of Online Auctions

If your target audience has trouble getting online, this could hamper your efforts to create an auction that happens in a virtual space. Whether it’s hardware or software problems or a distaste for working virtually, this will be a consideration for you.

It’s essential to do your research for your target audience before you decide to make the plunge. You’ll know with the right data whether you typical auction-goers will be receptive to an online event.

You’ll also have to build excitement through online spaces, something that’s more difficult than in-person events. Where there’s a natural push when events happen in person, online engagement must be a little more deliberate.

 

How It Works

The online auction happens similarly to an in-person event. You choose your items and set up your bidding methods. “Silent” auctions happen over a period of time while “traditional” auctions happen in short bursts in a live format with real-time updates.

There are three key phases to setting up your online charity auction.

Before the auction

Before the auction ever takes place, you’ll have to do some prep work. Online auctions are cheaper to run than their in-person live events, so this should free up some capital to reinvest into critical elements of the online space.

 

• Find an auction software — You don’t have to be a tech whiz to host these online events. Invest in a reliable, well-rated auction software to make your back end set-up simple. Ensure it can handle the audience size you’re expecting and then some.

 

• Train and re-educate — Your staff and your typical auction-goers will all need training for what to do with the software and what to expect during the auction. Don’t skimp on this education, or you’ll have too much frustration for success.

 

• Find inspiration — Take a look at other online auction examples, both successful and not, to find inspiration for hosting your own.

 

• Choose your items — Gather your auction items and be sure you take clear, bright pictures of each item to encourage bidding. People shop with their eyes.

 

• Promote, promote, and promote — You may need even more promotion than you would with your typical in-person event, especially if everyone expects a canceled live auction. Now is the time to go all out with the benefits of the online auction. Allow people to ask questions and follow up quickly.

 

Don’t think you can put an event online and sit back. You need just as much education and promotion — if not a whole lot more — to ensure maximum attendance.

During The Auction

You must consider engagement when running a virtual event, and this is a big part of ensuring the event is a success. Here are some online engagement strategies to get you started.

 

• Keep in touch with sponsors — If sponsors see that their items are hot tickets, they may be willing to offer more the day of the auction as a surprise item. Keep the lines of communication open.

 

• Keep social media on point — Posting regularly helps make announcements, reveal auction items to build excitement, and allow others to share for organic reach. Find out where your target audience is on social media and be there.

 

• Set communication strategies — Your auction software will have notification options. You can send messages to follow up with bidders, let someone know they’ve been outbid, and alert the audience to new items or auctions closing soon.

 

• Allow mobile bidding — Mobile bidding is a huge engagement booster primarily because a large percentage of internet browsers use their mobile devices. Whether your event happens over a few days or goes live for a short time, mobile bidding helps draw in your audience.

After The Auction

Follow up! This is the clincher for ensuring that people will return to your next online charity auction or event. Coordinate prizes, notify users about their winning status, and give instructions for how to pick up winnings. 

Ensure that your communication happens individually and that there is a central hub where people can ask questions or find universal information about the auction.

How to Do An Online Auction Fundraiser Right

Communication is the most essential piece of this event, so ensure that you’re following up with all questions and that your policies are crystal clear. These events will need momentum and that communication is how you get there.

Don’t overwhelm yourself with tons of items or try to outdo your live events. It may take a learning curve to get the online auction just right. The most important thing to do is to invest in the right software and make the leap.