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Maestro's Tip of the Month
Live Auction Sequencing -
When you Sell an Item is as Important as What you Sell |
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One of the tasks of the charity auctioneer is to assist the client with the proper sequence (order) of what to sell in the Live auction. If your organization uses a volunteer or part time auctioneer, you may not have the benefit of this critical advice. The following tips will assist you in placing your items in the right order for sale, and thus give your event a lively and profitable Live auction. The tips below are covered in even greater detail during one of our Auction Workshops which are held on a nearly monthly basis.
The “When” of selling items in the Live Auction is often as important as the “What” you are selling. Here are some guidelines to follow when sequencing your Live Auction items for your catalog:
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Start with a tangible item whenever possible (to focus the attention of the audience) and the more “emotional” of an item, the better. Something for kids is always good (a wagon of toys, a big stuffed animal, an assortment of video games and a player). A fresh, hot apple pie is a good alternative or an “instant romance package” (roses, champagne, flutes, dinner for two at a romantic place).
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Place your “premier” item about 50-60% of the way through your list – never save the best for last! The second high bidder needs to have some good items to bid on after the high bidder of the premier item wins.
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Do your “Raise the Paddle” (also called Fund an item or Emotional Appeal) right after you sell the premier item – while your audience is still thinking big numbers.
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Ramp your values up to the premier item whenever possible, although it is more important to not place similar items back to back. Avoid back to back dinners or back to back trips, or back to back memorabilia. Mix the categories of items whenever possible, but also avoid jumping from a low value item to a very high value item – it is hard for the audience to transition from a $500 item bid mentality to a $10,000 item bid mentality. That is why it is best to ramp up the value whenever possible.
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Merchandise sells best early in the Live Auction, experiences (trips, dinners, golf outings, etc.) sell best later on. Avoid selling tangible items at the end of the auction – that is the “experience zone”.
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Upcoming WorkShops
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“We did everything you said to do in the Workshop, and increased our revenue from $189,000 last year to over $525,000 this year! The entire school is buzzing!”
Betsy Marchiorlatti, Mariners Christian School, Newport Beach |
With your tips, we raised over $83,000 in our silent and live auctions, where last year we raised only $42,000. I’m thrilled I took the Workshop, and wanted to thank you for all your ideas and help. Thanks a million!”
Mary K. Marmo, Morgan Park Academy, Chicago |
| "Jay encouraged us to think out-side the box and to seriously consider making money not just from the procurements. At least a third of our profit came from cash made from fund-a-need, an awesome raffle, a dessert frenzy and regrets donations." Stella Jaeger - Clothes For Kids, Bellevue WA |
I was extremely pleased once I attended Jay’s Workshop and learned several new ideas on running our charity auction...I thought I had tried every trick in the book as far as our auction was concerned, but Jay had fabulous ideas that will help us generate more revenue for the Ronald McDonald Houses of North Carolina.”
Pam Crocker, Michael Jordan Celebrity Golf Classic |
Our little preschool raised $23K last year. After attending your workshop and implementing your ideas, we nearly doubled our take to $45K! Well worth the $250 cost to attend your workshop! Thank you so much!" -
Mary O'Hern, Sonoma CA |
"Last year we raised $775 in the "Fund-A-Need" portion of our live auction. We attended your workshop and followed your advice and this year we raised $14,400!"
Mara Lee Ebert, Sonoma, CA |
"We followed through on your suggestion of getting sponsorships for our fundraiser. We quickly put together a five year business plan and a sponsorship package on glossy paper and hit the streets. Imagine our surprise when we recieved $25,000 from the FIRST corporation we asked! And to think we never charged more than $25 for an ad in previous
catalogs! We are still floating!"
Mara Lee Ebert, Sonoma, CA |
“We did everything you said to do in the Workshop, and increased our revenue from $189,000 last year to over $525,000 this year! The entire school is buzzing!”
Betsy Marchiorlatti, Mariners Christian School, Newport Beach |
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