会展策划师必知的10条静默拍卖实操指南

Skift Take

Silent auctions might look like a low-stakes sideshow to the main event, but decisions like item count and opening bids determine whether they raise real money.

Silent auctions are part of association galas, client fundraisers and CSR events, but planners who find themselves in charge of one might not realize the nuances involved. From curating a collection that suits the specific audience to choosing the right timing and pricing to picking the best app, there are many decisions you will need to make — and all affect how much money you can raise.

Here are 10 guidelines for beginners.

1. How many items should you include in a silent auction?

For a guest list of 100 people (roughly 50 couples who'll be bidding and spending together), approximately 25 items would create an enticing selection without being overwhelming, according to the auction platform OneCause.

2. How do you choose what to put in a silent versus live auction?

Focus on attention and price. The items that should be reserved for the live auction are those that will drive the most competition. They’re the ones that are unique, experiential, or sought after — and also the priciest.

3. What is the guideline for setting opening bids?

Set opening bids around 30% to 40% of fair market value, said the auction platform MoMoGood, with an increment of 5% to 10% of the item’s fair market value, rounded up. Consider a “Buy Now” price to build excitement.

4. How long should a silent auction last?

For an online auction, 7 to 10 days is considered the best length, according to the auction software company Trellis; 1 to 3 hours is standard for an in-person event. The goal is for it to be just long enough for the audience to view the promotional emails and have enough time to bid and return, but not so long that the sense of urgency fades. 

5. Are there turnkey trips specifically for auctions?

Rather than chase down and piece together travel packages with air, hotel, F&B, and ground transportation, consider using one of the many companies that partner with hundreds of travel vendors to offer packages for nonprofit use.

6. What criteria should I use to compare online auction apps?

Among the most important are the ease of use and if it can manage both silent and live bidding. Look for essential features like real-time Max Bid, Buy Now, and Last Chance notifications for unsold items; automatic payment for winners; exportable reporting data; and branding capabilities. Pricing models range from free to several thousand dollars a year, with some companies charging organizations nothing and asking bidders to add an optional tip at checkout, others taking a percentage of the total revenue plus processing fees, and some offering tiered pricing.

7. What can I offer that would get a sophisticated crowd excited?

It takes another level of detail to impress attendees who have “been there, done that.” Consider private access and insider experiences, like a seat at a chef’s table or a studio visit with a well-known artist; a donated vacation home, like a board member’s ski or beach house; or a commissioned portrait.

8. What are some popular ideas for high-end baskets?

Baskets are an effective way to tease an experience. A ski basket, for example, can include everything from designer goggles to high-end Nordic sweaters to hand warmers. Other popular basket ideas for a sophisticated auction crowd include a spa getaway basket, wine or bourbon lovers basket, private chef basket, Broadway lovers basket, or — to really stir up the crowd — a Super Bowl basket.

9. Which items should you stay away from?

People are not interested in bidding on items that they could easily find and buy on their own, such as generic gift cards or designer items from a department store. The other buzzkill is travel packages that list blackout dates and restrictions.

10. What is one of the biggest mistakes planners make with silent auctions?

Focusing on quantity instead of quality, and not considering the audience in their choices. When there are few bids or many items close at or below their opening bid, donors can become offended. Remember: Each extra item will compete with the others for attention.