Virtual Auction Fundraisers – A Success Cheatsheet for Nonprofits

Why waste precious time toggling between various apps and software when you can have everything in one place? Choose a fundraising platform (yes, we’re back with that again!) with auction software designed especially for nonprofits and their needs. For example, Eventgroove makes collecting donor data seamless when supporters donate, bid, or buy raffle tickets. Additionally, all donor information is automatically saved in the system so you can easily swipe and deploy follow-up emails or even export the list to share with your team. Additionally, all the functionality you need—splashy item listings, gamification, bidding notifications, and easy email marketing—is at your fingertips.  

How annoying is it when you visit a site on your phone and everything is a pain to see and navigate? Chances are you won’t be visiting for long. Don’t let that happen at your online auction! Ensure it’s easily accessible via smartphone and that item listings are a snap to browse. Bidding from mobile devices should be intuitive, require as little effort as possible, and notifications regarding bids (and wins!) must be instant. Anything less and you’ll lose potential bidders.s.

Once you’ve chosen the (virtual) place, brand it to your organization (seeing a theme here?). Make sure your logo and mission are crystal clear and communicated consistently in everything you do. Next, think about this specific fundraising event’s positioning. Why should people bid in your auction? Where will the money you raise go? Include all of that information on your auction page and reinforce it with images and video. People are more likely to bid if your cause resonates and people understand precisely who or what their cash will help.

Similar to the hook of your favorite song, your auction should have its own hook. Which sounds more interesting: “Auction for Shelter Animals” or “Bid for Barks”? A name that also hints at what you are raising funds for piques interest and increases clicks.  It also (surprise) reinforces your brand.

When people buy online, they have questions. Will they be notified by email, text, or passenger pigeon if they win an item? When can they expect their item to ship? Will they get a receipt? If they are local, can they pick it up? Who do they contact with further questions? Will they receive the tax information they need for their donation? Having a specific section for auction information won’t just save you from answering the same queries repeatedly, but It’ll help you sell because information legitimizes your online auction and reassures buyers.

Remember, “eye appeal is buy appeal.” Include at least three images per item and descriptions that accurately represent the item. Signed memorabilia should be visible on a mobile screen, with any certifications associated with these items displayed with hi-res images. After all, people are going to want to zoom in to see signatures or maker’s marks! As you build your listings, approach it as if you were the one shopping. What would you want to see and know in order to bid?

Don’t list everything at once! Instead, start with a small group of around 20 items, then add more as the online auction progresses. Before listing new items, tease them on social media so followers are brimming with anticipation. Then announce fresh items with some fanfare—it’ll help generate buzz! Finally, vary the closing times on items to keep the action hopping.

No one can raise a paddle or hear the auctioneer in a virtual auction. To boost engagement, build on your listing strategy and utilize your online charity auction platform’s notification tools. Notify participants about bidding deadlines or when they are outbid, encourage counter bids, and announce when they’ve won. Increase the odds of selling more by directing bidders to hot-selling items or by drawing attention to things that haven’t received any bids. Use email, text messages, and social media to increase bidding activity. 

To keep your bidders engaged in the auction, add a live thermometer showing funds raised in real time and a leaderboard displaying top bidders. Also, utilize notifications strategically to increase the sense of competition. Use the updates section of your Eventgroove auction to post regular updates about hot items or soon-to-be posted listings. When in-person events return, you can run your live silent auction and virtual auction simultaneously, which will really up the bidding ante.

We’ve talked about notifications and how they gin up competition and engagement. But just because the auction ends, your communication shouldn’t. Set up automatic emails thanking bidders for their contribution to your cause and talk about their money’s impact. Email those who bid but didn’t win thanking them for their interest, and invite them to learn about other ways to support the cause. Once you’ve used the funds toward the issue at hand (new facilities, bedding for shelter pets, uniforms, art supplies, meals for those in need), email everyone who participated in the auction with another “thank you.” In it, include pictures of their money in action and invite them to follow your organization on social media. This cycle of updating donors and participants on the impact of funds raised can continue in perpetuity. It’ll keep your organization top of mind, continue to tell your nonprofit’s story, and build a lasting relationship. A fundraising platform (yep, that again) like Eventgroove is helpful here, too! For instance, we seamlessly integrate with whatever mail client you use, whether that’s MailChimp, Constant Contact, or Blackbaud.