Often there is one person somewhere in the planning process who is so committed to their vision of the event that they lose sight of how we can best raise money. We’ve seen it all: centerpieces the size of large lamps, blocking the view of 50% of the attendees; actual large lamps as centerpieces; a band that insists on playing during dinner (instead of doing an auction); and now this:

If you see a well decorated stage, bless you and your optimism. I saw a cage that was going to prevent me from interacting with the crowd. Sure, it was a flowery, pretty cage, but it was a cage nonetheless.

The woman who spent hours creating these arrangements and decorating the stage was shocked to hear that I wanted to move the flowers to either side of the stage, and move her well-apportioned podium two-feet back from the edge of the stage. Exactly as I had discussed in a planning meeting with the auction committee the week before.

We managed to work out a plan for moving the flowers right before the auction started, and I took responsibility for not tripping over the podium drape once I moved it back a few feet. But it was all unnecessary drama the night-of the event. It would have been much better if the person in charge of decor was on board with the fundraising goals of the evening, and had been brought in to the loop by the auction committee.

It takes a lot of people to put these events on. It takes a lot of people working as a team toward an agreed upon common goal to make these events successful.

Occasionally, however, instead of setting the stage for success the person who introduces the auction (and auctioneer) sends a completely different message. Here, then, are the top 5 least successful ways to introduce a fundraising auction (all of which we’ve experienced at real galas):

1. “I hate to interrupt your dinner, but it’s time to do the auction.”
2. “I know everyone is having a good time, but…”
3. “Boy, has anyone else’s 401k/portfolio taken as brutal a hit as mine did this last week? Seriously. I’m glad to see so many people given how bad the economy is…”
4. “There’s going to be some dancing later, we’ve got a great band, so just sit through this and we’ll get to the fun part.”
5. “I know we all go to a ton of these auctions, but we really need your money tonight.”

And while a bad introduction for the auction and auctioneer isn’t the end of the world, it certainly doesn’t set the right tone from the onset. Of course, nothing will ever match the angry volunteer who hid the microphones for a full 40 minutes so that we couldn’t even start a particular auction, but that is another story altogether.

The momentum of fund a needs can seem easy to create or sustain, especially if you’ve been part of a truly successful fund a need as an audience participant. But to make it happen, three key components need to be in place.

1. There needs to be an honest and emotionally engaging need that challenges the crowd to rise to an appropriate level.
2. The crowd needs to buy-in to the fund a need, literally and figuratively.
3. The fund a need must be delivered and administered properly.

We always work hard with our clients to make sure we are developing an appeal that is going to best serve the event. Finding needs that help tell a slightly different story about the organization - but are still true to the mission of the organization - and challenging with an appropriately set “bar” are both crucial components.

If your crowd is capable of raising $100,000 but you only challenge them to raise $60,000 you are leaving money on the table, and under-estimating their compassion. On the other side, if you have the same crowd but announce that you want to raise $175,000 they will think you are crazy…or greedy (which is worse).

Getting the audience to buy-in requires determining if your need is the right one through pre-planning conversations with donors, and obtaining lead donors in advance. If table hosts and table captains have all been tasked with “setting an example” during the fund a need, their guests will take notice and join in.

Finally, there is the delivery of the fund a need. Until recently I always took for granted the feeling of a successful fund a need in the middle of a good auction. We work hard to build momentum to the point where we can then turn to the crowd and simply ask them to do good by making pledges. Recently, however, I was witness to a fund a need done by someone who was not a professional fundraiser - and the results were less than I would have expected if I was on the stage running that portion of the show.

Without the right agent on stage helping the process along, the autocatalytic nature of the fund a need fails. The momentum slows, the crowd loses interest, and worse yet - they stop making pledges. Philanthropic goodwill is a finite resource that exists at your event for only the briefest moment of time; fail to capture it, and it disappears. Get everyone on board with your cause but fail to fuel the fire and build momentum, and the money you save from not hiring a professional will seem paltry compared to the money you let walk out the door when an amateur bumbles his way through it.

Things are looking up! This is not surprising. For those whose wealth is dependent more on stocks than salary, this has been a wonderful couple of years. The Dow is in spitting distance of its all-time highs.

Even though times are improving, they have not returned to the Halcyon days of 2006 – 2007, and it may be many years before they do. While the wealthy are making donations approaching those they made in times past, their attitude to their donations has changed. The days when an auctioneer could say to the audience that they should raise their bid because “It’s ONLY money” are over. Everyone is taking their donations more seriously.

I have a couple of hypothesis for this:

1) Even though the stock market has return to its previous heights, many people are still in shock about the speed and steepness of the drop. As anyone who has lived through a major earthquake knows, you never look at “Solid Earth” the same way again.

2) The well-heeled know that there are going to be even greater demands on their generosity in the next few years. There is no major area of Philanthropy that is not going to adversely affected by the new economic realities of both the Federal and State budget cuts.

One way this appears at auction is the continued absence of “What the Heck” money. It was common at auction to have a regular group of bidders who were prepared to bid virtually any auction lot up to a set level. They came to make a donation and did not seem to care that much about what they won. This meant that there was plenty of activity at the opening bids for each lot. Now the initial two bidders are often the only bidders for the lot. This has kept auctions at the “three minute a lot” pace.

More importantly bidders are insisting on “better” events. Frequently, the only contact many of the audience have with your organization is the event they are attending. The event becomes the only way for them to judge whether you have earned their donation. If you cannot throw a successful special event then they will not trust you with their valued philanthropic dollars

Being “better” does necessarily mean being more elaborate, in fact he crowd will react negatively if the event appears to wasting money, rather I would suggest that they want the event to provide “emotional satisfaction” more than “performance overload”.

Your supporters will reward your efforts but this is no time for complacency.

Reynolds & Buckley is offering a series of workshops throughout the United States. Our next will be in Miami on Thursday, February 3, 2011, at Jungle Island in the Arboretum Ballroom.

At this workshop, fundraising event experts from Reynolds & Buckley and Greater Giving (formerly Auctionpay) will share insights gained during almost 30 years on the auction circuit, address the fundraising challenges facing non-profits in 2011, and offer valuable ways to help improve your current auction or successfully launch a new one.

“The workshop yesterday was fantastic!!  My husband & I both walked out of there feeling really excited & rejuvenated with many great new ideas!”

Auction and Special Events Coordinator, Make-A-Wish Foundation

While attending this interactive gathering, you will learn about the “fundraising wave” concept, including how to enhance:

•     The clarity and force of your message
•     The commitment and loyalty of your audience
•     The philanthropic potential of that audience
•     The excitement generated by the auction lots
•     The sense of community at the event
•     The pleasure the audience derives from the event

In addition, the workshop will cover the practical details that are essential to supporting your event and sustaining momentum, including:

•     Interactive marketing and social media to drive donor engagement
•     Fundraising software
•     Check-in and check-out
•     Sound and light
•     Catalog options
•     Presentation choices
•     Food and beverage decisions

The afternoon portion of the workshop will be devoted to round-table discussions addressing specific challenges faced by attendees.  The deadline to sign up for this workshop is Monday, January 31st, 2011, and you can register here.

“David Reynolds has auctioneered 4 consecutive successful events for us, each time out-performing the last, and leaving our guests wanting for more.  We wouldn’t consider doing Off the Vine without the team from Reynolds & Buckley!”

Auction Chair, All Saints Episcopal School, Tyler, TX

Thursday, February 3, 2011 - Miami, FL
10:00 am - 3:00 pm, Check-in begins at 9:30 am.
Location: Jungle Island, Arboretum Ballroom
1111 Parrot Jungle Trail
Miami, FL 33132
Cost: $75.00
Fee includes parking and luncheon. To register, click here.

Morning coffee and lunch will be provided at both workshops. Contact Jacquelyn Wells at 707.953.2834 or by email at jacquelyn@reynolds-buckley.com.

Reynolds & Buckley, LLC is licensed to conduct fundraising auctions in Florida.