By :
Tom DiNardo
As a successful Fundraising & Wine Auctioneer, I owe a tremendous debt of gratitude to my sales and marketing person. On many occasions I have personally witnessed my salesperson, tirelessly working on the telephone and internet, in his relentless pursuit of new business. From sun up to sun down, he often works nonstop. He is my agent and staunch supporter in promoting my fundraising auction business. If it were not for him, then my business would not exist! Who is this person? Me!
Why do so very few charity auctions get the public’s attention? In the vast majority of cases the nonprofits have not learned how to promote themselves, and unfortunately this is a skill set that must be developed over time. Whether your nonprofit is new to the charity auction scene or a veteran at producing charity auctions, as we all know a little brings little results and is a complete waste of your time. Sure, you can place advertisements in periodicals, and if you are lucky you will get a couple of phone calls that land some interest as a result of your ads. You can even create an event specific web site. There again, if you are lucky, you will receive a few referrals.
Do you know how to drive internet traffic to your web site? Submitting your web site to search engines is a great start. Is your web site optimized for search results? Have you asked your nonprofits patrons, as well as sponsors to feature links on their web sites? Now you are successfully driving traffic to your web site.
My fellow fundraising professionals and development officers, do you see where I am going with this line of questioning? I am trying to get you to think about this most important question: “Who is responsible for bringing in the business for your special event fundraiser?” YOU! It is you! Your passion and your drive is what guarantee’s your success! Now you know the secret ingredient to your success. What do you do next?
Develop a marketing plan. Target the business you are pursuing and focus on your objective. “Guest Development” is also a good idea as well, as you want to get the right bidders to attend your charity auctions. Now start calling those businesses working in your target demographic to solicit auction items and sponsorships. A direct marketing plan, focused on your nonprofit’s supporters, is a terrific initial solution in alerting them to your fundraiser. An email blast regarding the upcoming auction is another possibility. Snail mail still offers only a 1% positive response rate. When business is slow, send out email or paper newsletters to your nonprofit patrons letting them know what you are doing. Always thank your bidders for attending your charity auctions.
Do you want all of my secrets? Ok, a few more. Network! Network! Network (huge hint)! Forbes magazine states that networking is the single most successful marketing tool utilized by millionaires today. You can network at clubs, organizations, businesses, churches, restaurants, or the gym, etc. Don’t forget press releases, social media (Facebook and Twitter, etc.), and also public service announcements on both radio and television stations. Remember special event fundraisers are friend-raisers and provide the tangible means for people to discover your nonprofit organization.
Is your charity actively involved and seen by the public in the community you serve? The more they see your organization at work, then the more they will get to know you and remember you. Whether you are conducting a charity auction as a special event fundraiser or teaching (hint) the public about your nonprofit’s vital work, these are opportunities to be seen. Take advantage of every lucrative opportunity that comes your way. Perhaps the best advertising and promotion we receive is, “word of mouth advertising”. The success of your charity auction or special event fundraiser is terrific advertising in and of itself.
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