Sheila Bailey

Director, Artemis Philanthropy Advisory Ltd, Charity Consultant and Advisor, Interim Director & NED

It is rare for any charity event not to include an auction in the programme.  Often it is the only part of the event that might make actual cash.  More often, there is huge ambition for fundraising attached to it without considering the three key essentials for it to be a real success.

It might seem obvious, but if you can’t guarantee these three things, then it’s probably best not to run an auction at all.  A room full of people avoiding the auctioneer’s eye and looking down at their programme (or worse still, their phone) is really embarrassing for everyone concerned.

So, what are the three key things?

1.       Make sure there is money in the room.  If you can’t guarantee that you have people who are willing to spend and spend high, then you are facing an uphill battle.  Everyone knows the old trick of the underbidder who has no intention of buying but is driving the price up – and then won’t be expected to pay if they are landed with it.  But integrity matters in the charity world and that game should be avoided at all costs.

2.      Unique or highly desirable items are essential.  Make sure you have done your homework on the demographic of your guests – a room full of rugby supporters might not be too excited by tickets to see Kylie (I stand to be corrected on that, of course) and a Ladies Lunch might not be excited by a framed signed photo of a Formula 1 driver.  Select items that provide an opportunity for the donor to showcase their business/product/creation to a receptive audience and that gives the audience a chance to acquire something exciting.  Make sure you handle the sales process smoothly and give the buyer a great experience – you want them to remember this transaction and to remember your charity as professional and effective.

3.      And last although not least – the auctioneer.  Now, you simply cannot get just anyone to act as the auctioneer.  You need someone with presence, a strong voice, a sense of humour, a quick eye.  The auctioneer needs to have a detailed list of the items he or she will be handling – their provenance, their value, their USPs.  The positioning of the lectern on which the gavel will come down is equally important – when the table plan is done, your auctioneer needs to be close to the tables that are most likely to engage.  Make sure you meet them beforehand and discuss all the details.  Prior planning prevents poor performance in this case.

Lord Archer was the auctioneer at the last event I ran.  He was his usual, outstanding self and I have no doubt that his skill resulted in a much greater financial return.

Good Luck!