Love them or hate them, running a successful event — whether it's an auction, gala, dinner, or phone-a-thon — can be an integral part of your organization's yearly goals. That's why it's more important than ever to make sure you choose the right event management software. This issue also continues last month's "how to" theme with a primer on how to build and keep a great auction. And as always, let us know what you think! You have received this email because you are subscribed to Fundraising Well, a monthly newsletter about fundraising effectively in today's world. Subscription information is located at the bottom of this newsletter. |
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Editor's Note|
Don’t get me wrong, there are many nonprofits that understand the benefits of a good EMS and look at it as an investment and key element to their auction success. Bob just could not get his head around the big picture. To him, it was an expense the school could not afford. “We are a small school trying to RAISE money, not spend it,” he said, more than once. Some facts about Bob’s auction: $65,000 gross receipts in 2004, 175 silent items/22 live items, 270 attendees, 4 full-time committee members, 20 auction night volunteers, nicely catered buffet dinner held at a local hotel. Benefit auctions are obviously a popular way to raise money for organizations everywhere. However, it’s my opinion that not all of them can/will survive long term. The auction donor pie can only be cut into so many slices. Like any segment of business, auctions are becoming more competitive, and only the strongest will survive. Run your Auction Like a Business Accept for a minute the idea that your auction is a business and imagine you are planning a 20% off grand opening sale at your new location. You need to acquire 200 “things” to sell, properly display each item, staff the event, invite a bunch of potential buyers to the sale, convince them to buy your stuff, and then handle $65,000 in sales. Doors open from 8:00 a.m. to 6:00 p.m. What are the differences between this “business sale” and a “benefit auction”? Not many, but the small things add up. Things like the staff at a benefit auction is generally an all-volunteer force. Instead of discounting stuff 20%, much of our success will be based on how many people pay more than an item’s value. And, of course, we will only be “open” for 5 hours. Another difference is the fact that the business is certainly using an electronic cash register/computer and some type of business software. It would be crazy to attempt a sale of this size without it. Yet auctions every week give it a go. The results are often not pretty, and there is no “do-over” the next night with an auction. Making the Case So how do we make the case for purchasing a good EMS? I think, as with most technology, it comes down to time and money.
If you are currently looking for event management software, there are several things you should consider before purchasing: Does the software handle all the details of your auctions? Everything from item procurement to event night checkout and post-event reporting? Will it support multiple types of auctions, such as live, silent, bidding frenzy, festival of trees, etc.? Does the software handle more than just auctions? Wouldn’t it be great if you could use it to plan your summer golf tournament as well, or your yearly gala? Will the software integrate with the fundraising system you are already using? Are regular updates/upgrades available? Does the company offer excellent technical support? What about event night support? Finally, ask for a demo of the software so you can see it in action. The bottom line is this: you can either embrace the benefits of modern technology and what it will do to ease your workload and help your organization, or you continue to work ridiculous hours, be buried in paperwork, burn out your volunteers, inconvenience yours donors, and alienate your family. Ok, that may seem extreme, but you get the point. Time to work smarter, not harder. And I say the sooner the better.
Right away, I noticed they were having a hard time keeping a straight face every time they referred to the “Gala Event.” Simply put, the “gala” was long gone from this dog. You can avoid reaching this point with your own events by utilizing these basic tools while planning: 1. Make it THE Event. Start with your guest list. You are after the “swing” attendees in the community – the movers and shakers who make the rounds each week to thebest events. These people are going to attend someone’s party; they just haven’t decided whose — convince them that you’ll put on the best “show.” Create an atmosphere that is impossible to resist. Have you considered a themed auction party? Black tie? Famous faces to rub shoulders with the crowd? Dancing Bears? Do whatever it takes. Stand out as the only place to be on that particular night. 2. Timing is Everything.
3. Technology is Your Friend. 4. Creative Starvation. 5. Ask for Money. About the author
RE:Event plus Auction-Tracker
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I was recently talking to a potential client — we’ll call him “Bob” — about how he could improve his school’s auction. It’s worth saying, he called me for advice. The event had hit a plateau and needed help. He was very receptive to most of my recommendations, but then we hit a snag. See, I mentioned he should look into Event Management Software (EMS) to increase the efficiency of his auction. Translated: I asked Bob to spend some money. Actually, I asked him to “consider spending money.” Even though it wasn’t even real money at this point, it was enough to make him squirm.
A nonprofit executive called me about a year ago to discuss its yearly auction. Once responsible for roughly half of the organization’s annual funding, this auction had gone downhill in recent years, and organizers were at a crossroads: either dump the auction, or make significant changes. Time to “fish or cut bait.” 
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